The Bloods have a new senior coach in Jeff Brennan and now a new president in Rick Townsend.

Born and raised in Bendigo, Townsend says his vision for the club he barracked for as a youngster was to reinvigorate the culture of the proud club. 

“I am excited about starting in this new role,” he said.

“It is a new look South Bendigo.”

The financial planner said one of his main aims for the year was to turn the club into a stronger business.

“I will leave the on-field expectations to the coaches," he said. 

"I want to build the club atmosphere."

Townsend said when he was younger he played football with Kennington before the club folded in 1993.

He said one of the things that enticed him to get involved with South Bendigo was the prospect of moving the club’s base from the QEO to Harry Trott Oval.

“We are looking to engage the supporters from Kennington and Spring Gully.

“We want to give back to the people who haven’t had a club since 1993.”

Townsend said development manager Peter Tyack and operations manager Mark Keck had also encouraged him to get involved.