Considered a leader’s leader at Southampton, his first foray into the Premier League, the 57-year-old Krueger is widely considered to have gotten a raw deal from the then-dysfunctional Edmonton Oilers in his only NHL coaching gig, and the Canadian played two seasons in the WHL before moving to hockey’s Bundesliga in 1979.
Saints have been looking for a new figurehead since January when former Chairman Nicola Cortese left, and owner Katharina Liebherr has pounced to bring in Krueger, 54, who has a wealth of experience in the sports and business world.
Born in Canada, Krueger spent most of his playing days in Europe with the German national team and was a top marksman with Bundesliga side Dusseldorfer EG. Krueger then coached Switzerland and Austria in the Winter Olympics, before taking over at the Edmonton Oilers during the 2012-13 NHL season and as you can probably tell, Krueger is widely respected in hockey circles.
However after recently helping Team Canada to win Olympic Gold in Sochi, Krueger has switched ice for grass, and he couldn’t be happier about it. Initially it was thought Krueger would be an aide to the club, but now he’s the leading man. I caught up with Krueger on Wednesday, as he spoke to PST about his reasons for joining Saints and his plans for the future.
“The opportunity to grow the potential of the group is exciting,” Krueger said. “To see the foundation that’s here, going inside the sports soul of the academy and first team is very strong. The same is happening off the pitch, there are so many talented and motivated people. We have so much potential commercially and we have a great base to work with.”
Southampton are on the crest of a wave, with Saints pushing for their highest ever finish in the Premier League era this season — the team are currently ninth with nine PL games to go — and manager Mauricio Pochettino cultivating his talented crop of teenage superstars superbly at the teams renowned Staplewood training ground.
One of Krueger’s main aims is to increase the commercial success of Southampton, as the man who has been part of the World Economic Forum since 2011 is keen to exploit the wealth of untapped potential the South Coast club has. One area the 54-year-old would love to help Saints’ brand grow is overseas, including North America, without neglecting the club’s primary goal of becoming bigger in England, as Krueger also spoke of his aim to give the fans a definite voice within the club.
“Our primary goal is to build the club in the area where we live,” Krueger said. “But we want to build those other opportunities in the Far East and North America. I see that as a major responsibility that I have, to build the relationships to grow those markets. There is a huge gap where the club is at commercially and where it needs to be, nobody will give us the solution. We have to go out and work for it.”
During his unveiling at St. Mary’s Krueger talked about the ‘Southampton Way’ which has seen the club continue to develop elite youngsters who are representing not only the first team but also the national teams. Luke Shaw, Calum Chambers and James Ward-Prowse are current teenagers dazzling in the first team, while captain Adam Lallana is an academy product, as are global superstars Theo Walcott and Gareth Bale. Both of those players left Saints during the dark days which saw the club plummet to English soccer’s third-tier in 2010. But now they are back in the big time it’s the youngsters, with Shaw and Lallana now representing the English national team, will be the driving force behind Saints’ global brand.
“We can build the commercial arm of the organization both in Southampton and, for example, North America,” Krueger said. “We’d like to carve ourselves out as a unique club built on the soul of young players that are English. We want to try and tap into the potential of all that. I am really excited to support our commercial arms to do that.”
But what about his lack of soccer experience? Since news broke that Saints were handing Krueger a role on the board, many skeptics in England have questioned the motive behind hiring an individual who has always worked in the hockey industry.
I asked Krueger about his switch from hockey to soccer, and he gave a refreshingly honest answer, in keeping with his forthright, yet friendly, persona.
“The most important thing is that we want to create a unique, innovative and creative environment,” Krueger said. “I see it as an advantage that I come in without any previous experience in the Premier League, because there is a danger you get ‘stuck in a box.’ We want to be an organization that works ‘outside the box.’ We want to respect the heritage and history, but we want to separate ourselves from the other PL teams.”
One of the main reasons Krueger was appointed was because of his background in motivational speaking and his strong leadership values. Krueger told me that initially he was keen to come on board as an aide to Liebherr but when she asked him to take the lead role, Krueger had no hesitation. The smooth transition he has made over the past few months getting to know the place and Liebherr has made the aftermath of Cortese’s departure a lot less damaging than it could’ve been.
When it comes to leading Southampton’s charge, Krueger is well-equipped from his time as a leader and motivational guru, with his book ‘Team Life: Over Losses to Success’ a best-seller on both sides of the pond. Implementing those values, along with his time spent working with the hugely influential World Economic Forum, which he will continued to do in his role as Southampton boss. Krueger told me he will spend as much time as possible in England, but will keep his home in Switzerland and did not put a definite period of time on his role with Saints.
“There is no time frame for myself, it’s just about coming here to try and nurture the environment to its potential,” Krueger said. “I’m open ended right now. We haven’t spoken about that, it’s all about ‘let’s get this going’ and do our best for the club. This could be a long-term step for me.”
Krueger grew up in Manitoba, attending a British boarding school from a young age, and spoke about his time playing soccer on the fields, weather permitting, and his passion for the game and all sports. When asked about potentially helping the game grow in North America, Krueger was open to helping the game in any way he could in Canada and the U.S. and praised the impact the sport has for young people, including his two children, in North America. He also mentioned that Team Canada captain Sidney Crosby is a huge soccer fan, and Krueger said Saints will probably get ‘Sid the Kid’ over to Southampton in August.
The former Edmonton Oilers head coach, who coached the team during the lockout-shortened 2012-13 season, left the door open for a return to NHL, but insisted his sole aim is working as hard as he can to bring success to Southampton.
“I was confronted with NHL options around the Olympics and I had to make a decision immediately after Sochi,” Kruger said. “Honestly, this was the best fit for me as a person in my life. That other world doesn’t go away, that’s the beauty of sports. Even though you throw yourself whole-heartedly into one thing, it doesn’t mean the other world is over. But this could be my last stop as a professional in sports.”
As for Southampton’s future, Krueger remained tight-lipped despite plenty of talk of qualifying for the UEFA Champions League in the not so distant future, and insisted his only job is to squeeze every ounce of potential from the upstart PL club. His drive and determination could be exactly what Saints need to get to the next level, as their rapid rise continues.
“I don’t like to promise results, that’s cheap,” Krueger said. “I like to promise that we will create processes that enables us to reach our potential. Where that takes us, nobody knows. The sky is the limit in sports. We would like to build a model where we are striving for that potential. My sole focus is on the process. If our environment feels that we are doing the best on a daily basis, we will accept the results that come with that. Maybe we can reach those high aspirations that everyone likes to talk about… let the process decide that and let’s throw ourselves into that. That’s what I’m all about.”