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Cameron French joins ASC to get more Australians moving

Cameron French
Cameron French

26 Jun 2018


Australian Sports Commission (ASC) General Manager of Sport Business Andrew Larratt has announced a new team member, welcoming Cameron French as Deputy General Manager Participation and Business Performance.

Larratt said French, who has worked in senior roles at Cricket ACT, Cricket NSW and AFL, would be a valuable addition to the ASC at a transformational moment in Australian sport.

“Securing the future wellbeing of participation in sport and physical activity is a critical element of the ASC’s push for Australia to be the most active sporting nation, known for its integrity, sporting success and world leading sport industry,” Larratt said.

“Cameron brings extensive experience in building the capacity and capability of sporting organisations, establishing world-class participation and pathway programs, a systems approach to workforce development and improved financial and governance business performance.”

French has more than 15 years of experience in the sports sector, including 12 years in roles primarily related to community sport. Throughout his career he has been focused on delivering initiatives to grow participation and enhance workforce capability and alignment.

“Sport adds immense value to the lives of those that participate,” French said. “I am passionate that all Australians should have the opportunity to benefit from an involvement in physical activity and the new direction the ASC is taking makes this role extremely appealing.

“I want to see a clear lifelong model built for engagement in sport across all its dimensions -playing, volunteering, coaching, administrating and officiating. We will be aiming to create better systems and networks and ultimately a healthier and more fulfilled society through participation.”

French is CEO of Cricket ACT and was previously General Manager of Game Development at Cricket NSW. He oversaw the consolidation of the Community Cricket function in NSW, delivering record participation for the state.

Most recently he has been focused on the growth of cricket in the ACT region. This has included record participation growth, supporting the delivery of international cricket, construction of a new High Performance centre and record investment in grassroots cricket. Additionally, he led several of the participation streams of Cricket Australia’s One Team project developing a 2020 vision and road map for facilities, clubs, schools and communities.

French joins the ASC on 6 August in a team of three Deputy General Managers all charged with leading the sport and physical activity sector through a systems approach to enable more Australians to move more often, whilst delivering health, education and community impact.

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