The EngageRM Journey

In the first of a three-part interview series, EngageRM founder Brett Yorgey traces the company's roots back to a 2009 membership system built for Tennis Australia, which expanded into AFL through Collingwood and eventually grew into the broader sports and entertainment platform EngageRM operates today.

Yorgey describes the company's approach as capturing corporate knowledge once and sharing it consistently across an organisation, rather than relying on individual staff to relearn the same lessons repeatedly. He also points to a generational shift in how customers want to interact — younger customers prefer text and self-service, while older customers still want to speak to someone directly — and argues sports boards are increasingly recognising that technology needs genuine leadership backing to succeed.