How Alyssar Narey Became The First Female Ceo Of The Central Coast Mariners Football Club

Growing up, Alyssa Nary loved netball and basketball, but as she describes it, once you get into football, it never really leaves you, and it never did for Alyssa.

While she started her career in the music industry, Alyssa channeled her passion for live events into sport and never looked back.

Now this year, she's been appointed as the CEO of the Central Coast Mariners, making her the club's first female Chief Executive Officer.

Alyssa, she's hoping her presence will inspire diverse young women across the country that they can achieve anything if they just go for it.

My name's Sophie, and I'm the producer here at the Female Athlete Project.

Chloe caught up with Alyssa for our last expert interview of the year.

It's an intriguing and emotional chat about what goes into becoming a CEO and embracing the diversity of the beautiful game.

We hope you enjoy it.

Alyssa, welcome to the Female Athlete Project.

Thank you for having me, Chloe. Nice to meet you.

It's really nice to meet you too. I'm very much looking forward to having a chat today, and I think the opportunity to chat to women in particular in roles not as athletes is something that we really love doing.

So really looking forward to the opportunity to hear more about your story and your current role as CEO at the Mariners too.

Thank you. I'm glad you say not as an athlete, because if you put a ball...

Thank you. I'm glad you say not as an athlete, because if you put a ball...

If I put a ball at my feet, I guarantee I'd just trip over it and probably embarrass myself and fall flat on my face.

So I just like to put that out there that I cannot play football.

She's getting it out there early.

Yeah, just wanted to put that caveat.

Can you take us back to when you were a little kid?

If you weren't good at dribbling a football, is there a moment you fell in love with sport or with football in particular?

Yeah.

I certainly loved playing netball and basketball as a kid.

I tried to play cricket and was just terrible at that as well.

But I certainly loved playing sport in general.

Definitely grew up as an NRL fan.

I was a Knights fan from the very beginning.

Back in the day, I had every memorabilia you could possibly imagine, even hologram sunglasses.

I was...

Oh, okay.

Yes.

I was going to say, don't tell anyone, but it's already out there now.

But I certainly just loved any kind of sport.

But I would say definitely more was interested in basketball and netball, playing those.

But anything that was competitive, I was into.

But then I would say that I got into football more because of the trade that I fell into.

And because my husband's actually...

He's actually a diehard Liverpool fan.

So that's how I got into football itself.

And then once you get into football, it sort of catches you by surprise how much you fall in love with it.

And it really gets into your heart.

And, you know, it just never really leaves you.

I love that.

Going back to...

You touched on your trade got you into football.

Was there a moment when you were younger when you thought that you wanted to work in sport?

So I guess I actually started out in music.

So I went into music management, which was, you know, I guess in a way I always knew I wanted to be in entertainment.

So I loved the live side, the live element, delivering live.

How could I bring, you know, products to life?

And then I fell into it that way.

And then...

Then when I left music, it was the only role outside of music that I applied for.

And I met up with someone at FA in the media and marketing space.

And we really clicked.

And he actually offered me the role on the spot.

And that's how I got into football.

And then I went home and was like, oh, my God, I know nothing.

And my husband was like, you're going to need...

To get a very quick crash course.

And so he was teaching me very quickly about offside rule and this and that.

And I was calling, you know, back of house backstage for a very long time.

And but, you know, quickly I picked it all up.

And then all of a sudden, you know, FIFA regs felt like very normal to me.

And, you know, I fell in love with every aspect of it.

So, yeah, it was...

It became second nature.

Can you touch on that part of it?

Because I think we often, and probably me as an athlete, I see sport as wanting to win and compete.

But at the end of the day, sport is a business and it's entertainment.

So what parallels did you find between those two things?

Between entertainment and sport?

I guess it's that live element, right?

It's for a...

For someone who is watching.

It is that...

It is the...

It is the turning up to an event, you know.

Obviously, there is the win and lose factor, which is, you know, for...

We don't have in like a...

Say you're turning up to a concert.

It's very different.

But there is you're turning up to a spectacle and a product that you go and see.

And you're watching something that is...

It's dramatic and has the ebbs and the flows and there's lights and colours and music and entertainment side of it as a spectator.

And for those who are running it, there's the, you know, it's...

You're on for 90 minutes and it's that adrenaline and all the people who are running it behind the scenes,

the same feeling of, you know, you've got to put all the things that are behind it.

There's still all those things.

There's still all those things that we've got to do and put in place, which I was loving, like the logistics side of it, which I really enjoyed.

As well as, obviously, the football element, which I also loved as well.

So, it was kind of marrying those two worlds.

And so, you end up in this role at Football Australia.

What did you do, reflecting back on that, to upskill yourself when you didn't know a huge amount about football at that point in time?

I watched so many games.

I read so many rules and regulations, which I have become such a nerd in.

Most people who know me, often I'll say, I love my CPPs.

I love my regulations.

It's exciting stuff.

It's very embarrassing, but I do.

I love going through all the rules and regs and learning about all the reasons why behind it.

And I have been...

I'm a move from media and marketing into commercial for many years.

So, I was doing all the commercial operations and the signage and the LED and all the logistics behind a match day.

So, I sort of upskilled myself in the background on all the who's and the how's and the why's behind the scenes as well.

So, I did a lot of background work, I guess, is what I'm trying to say.

Okay.

And did you have a moment where you started to feel like, okay, I think I'm feeling comfortable and confident in what I'm bringing to the table?

Yes.

Yeah.

Yeah.

I would say a few years in when I started to run from a commercial operations perspective, I was leading those from an APLFA perspective.

I was leading.

I was leading.

I was leading.

I was leading.

And then I sort of kind of felt comfortable in my own skin and I was given the reins a bit more to be like, right, okay, I was leading certain products and certain partners and then was able to sort of step into my own a little bit, I mean, through the ranks.

And so, you've gone from operations to COO to now CEO.

What is it about you and your leadership style that has allowed you to progress through those positions?

So, I think my leadership style is definitely one that I've learned from one of the greatest leaders that I've had.

And I think, you know, I've definitely said before, you have to have a bad boss and a good boss to learn what a good boss brings.

And I've.

I've been very lucky to have, well, both, to know what a good boss is.

And I've learned from one of the best.

And I definitely ensure that what I do have in my philosophy and my toolkit is to always lead with integrity and compassion and empathy and also respect, but also to make sure that the people who are with me on my bus,

all have the scope to, you know, spread their wings a little bit because they certainly have the know-how to do what they're doing in their field so well, you know, and to back them.

So, there's never the wrong answer.

You just have to pick an answer and go with it and I'll always back them in.

And then if it just so happens to be maybe not the right decision.

Well, we'll just work it out together, as long as you give it a crack.

How much as a leader do you reflect on when you were first starting out in the industry?

Like, I think for me as a player, I so often go back to now that I'm, how old am I, 31, like I've been in professional sport for a while.

So, when these 18 year old kids come in, I try as best I can to reflect on how daunting it can be to kind of be getting your foot in the door.

How much do you reflect on your experience now as a leader?

Oh, a lot, you know.

So, I hark back to, and this is actually, I'll hark back to music days.

So, when I first started out, getting my foot in the door was really hard and it was really hard, extra hard because I was female.

And I recall there was a place that I wanted to work at because when I left uni and then I went and travelled the world, as you do, and you're like,

I'm going to go on a big nine-month tour around the world.

And so, I left and was like, that's what I wanted to do, I want to go travel.

And I came back and went, oh, I want to, no, I actually want to be in music.

So, I went and did another course and, you know, got another qualification.

And in this qualification, they were always talking about this place that, you know, if you want to make it, you have to go to this place and work.

And I was like, okay, I'll go do that.

So, I'll go and work here.

And that's what I went and tried to do.

And I went for an internship there.

And there were myself and two other boys.

And they told me, yeah, well, you weren't there.

You weren't so great because basically we're going to pick the two other boys was their long and the short of it.

Why don't you try and do something to impress us and come back?

I went, okay.

If that's what you want to see, I'll come and do it.

So, I went and put on a.

A gig at the Gaelic, which is, I don't even know if it's still around.

It's in Surry Hills.

And I put on a show for up and coming Aussie artists, like, you know, little bands.

And I've got 180 paying patrons to come through that door.

I went back and put a poster in front of this guy.

Here's a knob by the way.

But anyway, I put a poster in front of him, but 180 paid paying patrons.

Here you go.

The, I.

Um,

I filled the room.

You asked me to do something and show you what I've got.

Bam.

And then he, he, he sort of went, okay, you're hired.

So I jumped in front of the interns and got a job.

And I, um, I stayed there for a few years and I sort of asked, why didn't I get an internship over them?

And they said, well, it was because you're a woman.

And I was, I was actually flabbergasted.

That, that.

And the other two interns didn't make it.

They ended up dropping out.

And, um, and I just sort of thought, I think it was that moment that was like, it lit a

fire in me that I just went, I knew, I knew that by them telling me sort of you, because

you're a woman, I was like, I swear on this podcast, I don't know if I can, I was like,

fuck you.

Okay.

If you want to.

If you're going to say it's because I'm a woman, I'll show you what I got.

And it's just, I just, every day I'm like, women are phenomenal and I will bring it every,

every day.

And for every woman behind me, in front of me, I will show you what I got.

And we just, we are, we are incredible.

We are multitaskers.

We have the ability to show up every day and kick it out of the, kick it out of the park.

So, yeah.

I love that.

I can't even remember your question.

I, I didn't care what my question was.

I loved that answer.

That was awesome.

How did it feel then when you were recently promoted to CEO of a football club, which

is a huge achievement?

It was, um, it was fantastic.

It was, it was also, it was overwhelming as well, because I know we have a lot to do.

Um.

Yeah.

But it was very special.

Very special.

It's, it's, it's, for me, it's more for the people around me and for future, future women

and future leaders and future, um, it makes me emotional, for future, um, Middle Eastern

women.

Can you touch on that a little bit further and what that looks like for you now that

you're in this role?

I think, I think it's, I think it's, I think it's, I think it's, I think it's, I think

it's about representation.

I think it's very important for women to see, I'm a bi-racial woman.

I think it's very important for us to see young professional women who are, who are

mixed race or maybe they're not, you know, um, the cookie cutter women or whatever it

is just to see us, um, at the front, you know, girls at the front.

And, uh, kicking it, as I say, kicking it out of the park and, uh, supporting each other.

And I'm very lucky to have, um, a bunch of very incredible women who back me as well.

Um, you know, you know, Jenna, who you've met, Anne, who you've met, um, I have wonderful

women in this organisation, Nadine, um, you know, there's, I'm looking at them out there,

out there, they're some incredible women, um, who are in sport at the moment who don't

get enough recognition.

Um, so I think it's very important for, uh, us to be heard because we're all building

an incredible, an incredible, um, incredible, uh, platform together.

And, and not only that as well, but I think also in this day and age and just touching

on representation, you know, and the world is not in the perfect state right now.

Um, I think there's, it's great.

Great.

Opportunity for everyone to see, you know, different races and different, um, uh, cultures

because it helps the little is out there to say, Hey, you know, that's, that's another,

another, um, another me.

So, yeah, I think it's great.

Thank you for your vulnerability in, in sharing that.

Sorry.

No, do not apologise.

Um, and yeah, it's a, it's a real honour to have you on the podcast and sharing your story

because as you said, that really, that really, that really, that really, that really, that

as you said, that representation piece is so key.

Looking at that further, do you think that, um, what do you think are some other practical

steps that can continue to address diversity and inclusion in sport, but potentially in,

in football more specifically?

Well, I mean, you know, we, we are so lucky in that the football is so diverse, right?

We're not called a beautiful game for nothing.

We have, um, we have the opportunity to share so many different voices.

We are an international language in itself.

So I think we have the opportunity to share different stories, different, different voices.

You know, we, you know, you look at one team in the A-Leagues, women's, men's, grassroots,

they're filled with different cultures, different languages, different diversities.

Um, so I think it's important that, uh, we use our platform as a way of sharing those.

So, you know, it's, it's key, you know, we, we have, we are in a position to share that.

Um, so why not?

Why not?

And make sure that people feel included and represented.

And, you know, we're also, um, a sport that allows people to feel connected out of the

community.

So it's, um, it's a very, um, lucky position to be in.

Yeah, absolutely.

Taking a look, a closer look at the map.

And the women's side of the program, there's been some real success in the men's side as well,

but the team rejoined the A-League women's competition in 2023, which was a really big

moment.

We saw Kaya Simon return after she'd been at the club in 2008, was it?

That's right.

15 years before.

What does it mean off the back of the FIFA Women's World Cup to have a women's team on

the Central Coast representing the Mariners?

Oh, it's fantastic.

It's so good.

So the girls finished, obviously, in the semifinals last year.

Um, they're building for an excellent second year back.

Um, and it's so fantastic.

Couldn't meet a better person than Em Husband, um, to represent, um, you know, having her

as a head coach and with her, um, her football staff as well.

Um, I think it's, it's great to have, uh, all the, the, the women's team there.

Not only that, but we have a huge participation base.

A lot of them are female up here.

So it gives them the chance to, you know, to, to have, to build the academy, to have

representation for the females up here.

So, um, in that respect, it's really important.

You know, we also have, um, a huge fan fan, uh, base for the women's up here as well.

And, uh, in general, it's good to have, you know, that, that sort of, um, gender equality

up here for the, uh, for the, uh, the Mariners.

Um, but also the, the team that they're building at the moment, I think they're going to be

quite successful, um, uh, generally, um, are a strong team that they're building this year.

So hopefully we're going to have a successful year ahead.

And you touched on the participation rates.

What are some of the challenges that come with being a team that's not located in a

major city?

Oh, there's, I mean, there's a, a few in terms of obviously travel.

Um, you know, some of the girls don't live on the central coast.

So they are committed to traveling for, um, for training, which, you know, is, is a commitment

in itself.

They'll have to travel from Sydney mostly.

Um, and obviously that's, you know, difficult because we're, we're in a growing stage where,

you know, the women have to work maybe part-time where they don't necessarily, you know, they

have to fit in a part-time job.

And then they also commit to working, um, the, you know, football hours.

So, you know, there are those challenges, um, that we're still up against.

I mean, I wouldn't say it's forever.

We're hoping that it can change, but right now that's where we are.

Um, but yeah, there, there are some challenges that we're still facing as a league, as we

we're growing the game.

Looking at your day-to-day role, could you give us a bit of insight into what a day might

look like as a COO, as at, at a club compared to a CEO at a club to give people a look into

that?

I guess there's more eyeballs on me.

So a lot that I do as a CEO, there's now, you know, I have more accountability, whereas

as the COO, I could just do my work and not be noticed.

Whereas the CEO, anything I do is noticed or scrutinized or especially as a female.

Um, but definitely, um, I'm trying to.

To have more of a strategic, more strategic as a CEO and, um, keep everybody on track.

And, you know, uh, as the COO, it was more operational.

So I was sort of looking after, um, community events, media marketing and, um, that side

of business, whereas the CEO, it's more overarching.

Um, but as I said, I'm not a CEO.

I said, I'm finding that as an, a CEO and I mean, you know, as soon as I, it all came

out, I actually, funnily enough, it was the day that I was filming the Lego.

I didn't even have my phone on me.

Um, it all exploded and I didn't even tell my parents until about 6pm.

Did they find out through the media before you told them?

Actually, no, because my parents didn't watch anything or use, don't use social media that

often.

And then I, I went from filming at the stadium that morning, answered a bunch of phone calls

because my phone was going nuts in the car and then put my phone down, filmed Lego, went,

came back here and we launched PCYC partnership and then picked up my phone and I don't, I can't

remember.

I can't remember what time that was probably about two or three and it was going nuts.

And I was like, oh my God, I can't believe I still haven't told my parents.

I didn't have time to tell them, told them at six o'clock.

And then, um, they were like, oh, that's so great.

What time is this?

I went, oh, I'm so sorry.

Um, I think it was about 5am.

Oh my God.

Yeah.

That I, um, that it got announced and they, I mean, they understood, but they were like,

well, you could have told us earlier in the day.

So, um, but they, but yeah, it's, it's, it's, um, it's been like that every day as a CEO.

It's just sort of like bang, bang, bang.

Do you have a favorite failure?

A favorite failure.

My favorite failure, um, is actually walking into the FA office and applying for a job

out of music because it's changed the course of my career and my life.

Wow.

I would say that.

Amazing.

That's really cool.

Because if I hadn't, I wouldn't be sitting here with you and I probably wouldn't be sitting

at the Mariners and with an incredible bunch of people who I work with, they can get to

call my work family every day.

Wow.

That's really special.

Off the back of that.

And we touched on the, um, this at the top of the podcast.

I love this opportunity to chat to women like you to show insight into roles that may not

have received.

Recognition and spotlight before for someone who might be listening to this, it might be

a young person who wants to get involved in sport.

What would your advice be?

Just go for it.

Don't hold back.

Ask questions, challenge everything.

Ask another girlfriend, give me a call, reach out.

If you aren't wondering, should I, what if I can't?

Fuck it.

Go for it.

I love that.

That is some.

Very, very sound advice.

Alyssa, thank you so much for your time today and for sharing your story and your openness

and vulnerability.

It's, it's been a really special opportunity to chat to you.

Thank you so much.

You're so welcome, Chloe.

You call me anytime.

Thank you.

I will.

I'm going to take you up on that.

Thanks so much for listening.

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