Daniel Rich has, unsurprisingly, only vague memories of the Brisbane Lions' dark old days.
The highly touted teenager's AFL career began with promise, playing in two finals and winning the Rising Star award in his debut 2009 season.
But he won just 43 of his next 159 games and copped plenty of dreadful losses - a 138-point Adelaide hiding 10 years ago chief among them.
"There were those games when you get absolutely belted and the media jumps on," the former All-Australian with a booming left foot told AAP ahead of Saturday's decider between the Lions and Fremantle.
"I try not to reflect on those moments and actually can't remember the detail, it's just a scar in the memory bank. But they make the turnaround even more satisfying."
Rich's 275-game career was unfortunately wedged between the Lions' two great eras.
But he insists there are no bitter-sweet feelings as he prepares to watch some of his best mates win a third straight premiership, in their fourth consecutive grand final, this weekend.
"You come out the other side and the premierships are what it's all about," he said.
"But a lot happens before they take place and I'm proud to be part of that.
"That's just how life pans out and I'm really happy for Zorks (Dayne Zorko), Harris (Andrews), Ryan Lester, Darcy Gardiner, those types that have been there, seen it all and get to reap the rewards."
The Lions were wooden spooners in coach Chris Fagan's first season in 2017, became competitive in 2018, and since 2019 have remained a constant finals force.
Rich, who toiled without a finals game between 2010 and 2018, played in four post-season campaigns that ended prematurely.
In 2023 he effectively dropped himself after a poor afternoon midway through the season and never played again.
The Lions made the grand final that year - he got some of the loudest cheers at the MCG when he joined the side for captain's run - and have done every season since.
Rich has remained busy with various endeavours, including a casual coaching role at the NRL's Dolphins, who host a preliminary final in Brisbane on Friday.
"You look at wins and losses and that's naturally a good reflection," Rich said of the Lions' turnaround.
"But when you're involved you see the finer detail in those changes and see that it's one brick at a time until it all clicks.
"It doesn't happen overnight, but it shows what happens when good people come through the doors and are invested."
Gardiner, who didn't win more than six games in any of his first five seasons, remembers how it felt to watch other clubs still playing in September.
"I was so jealous," he said.
Jarrod Berry and Hugh McCluggage were the first players drafted by Fagan ahead of the 2017 season.
"It goes quick, that's for sure," Berry said.
"I don't get many individual accolades, but I hold it close to my heart, knowing I was very influential in the resurgence of our club.
"The most important thing now is to just capitalise on the position we're in."
Caloundra junior talent Eric Hipwood arrived in 2016 and has seen the fan base grow to the point where he can, only half-jokingly, call for the establishment of another AFL team in his home town.
"I'd love to see one on the Sunshine Coast," he grinned.
"It's like we're expected to win each week now, which certainly wasn't the case in 2017.
"You're never going to forget them (tough times), and I remind Logan Morris every week, don't worry about that.
"The supporters are showing up, packing out the Gabba ... they're cheering for spoils."
Club chairman Andrew Wellington was a handy footballer in his younger playing days in Western Australia, before his work as an accountant brought him to Brisbane in the early 1990s.
A Lions member since 1995, he's been at the helm since 2017 and relished the sight of about 2000 fans descending on another grand final week open training session at their Springfield base on Tuesday.
"The people inside the club now, a lot were here when we were battling," Wellington told AAP.
"We've been able to turn the club around without cleaning the place out.
"Then there's a lot of fans that have been here through the tough times. To see them enjoy it, that's where I get my greatest satisfaction."
