What does it truly mean to build an authentic culture in high-performance sports? Greg Peters, whose remarkable 25-year career spans leadership roles at Bay of Plenty Rugby, New Zealand Rugby Union, the Hurricanes, Argentina Rugby, SANZAR, and now as CEO of New Zealand Rugby League, reveals the profound insights he's gathered from both sides of the rugby divide.
Peters challenges conventional wisdom about leadership, arguing that culture isn't about "words on a wall" but something tangible you can feel the moment you walk into a room. "I see my job as a leader in sport as being able to develop talent on and off the field," he explains, emphasizing that genuine leadership means creating space for people to be themselves while understanding their role in achieving collective goals.
The conversation takes fascinating turns through cultural identity in New Zealand sports, with Peters identifying Māori culture as a unique selling point that provides unmatched foundation when properly embraced. He shares a remarkable story of how taking an Australian coach through a cultural journey transformed the Kiwis' performance, culminating in a record 34-0 victory against Australia. Through personal anecdotes—including his experience coaching a winless under-14 team—Peters illustrates how leadership philosophies must evolve from controlling everything to empowering others.
Perhaps most compelling is Peters' exploration of the differences between rugby and rugby league cultures. While rugby leans on tradition and moves slowly, rugby league responds quickly to fan preferences—yet when it comes to coaching approaches, the dynamic flips entirely. This duality offers valuable lessons about balancing cultural foundations with adaptability in any organization.
For anyone interested in leadership, cultural development, or sports management, this episode provides rare insights from someone who has shaped winning environments at the highest levels. Listen now to discover why Peters believes the future of effective leadership lies not in strategic planning exercises but in authentic human connections.

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