Cindy Hook | Brisbane 2032 Game Changer

Cindy Hook made a commanding entrance at QUT's Business Leaders’ Forum (BLF) on Wednesday, 29 May, where she had attracted a full house of fellow businesspeople to the Hilton Brisbane as the event’s guest speaker. Cindy moved into the spotlight and the audience were quickly drawn to her formidable presence and warm American accent. They were eager to hear more about Brisbane 2032 and to gauge if Cindy was up to the monumental challenge as CEO. Cindy’s extensive career, spanning two continents over three decades, equipped her with a leadership style denoted by pragmatism, honesty, self-confidence, and strategic vision—qualities essential for steering the world’s largest sporting spectacle. Guests leaned in for an engaging Q&A session, expertly moderated by Ellen Fanning.

The Leadership Journey

Cindy began her career as an auditor for Deloitte in America, where she worked for over twenty years. Turning 40 became the catalyst for change and Cindy sought an overseas redeployment. “I’d become comfortable, but I just love a challenge,” she confessed. Her international career dream became a reality in 2009 and she moved her family halfway across the world to head up Deloitte’s Sydney office.

I was thrown in the deep end where I didn’t know the clients, the culture or the team. It was the most challenging time in my life but also the most rewarding in terms of growth. I became really good at team-building – surrounding myself with capable people, listening to them and slowing down to understand.

Within only eight weeks, another door opened and Cindy was promoted to Australian CEO of the company, where she spent a further decade with the firm before announcing her retirement. Snow-skiing and waterskiing shaped her retirement plans but without work, Cindy felt somewhat ‘rudderless.’ Shortly into retirement, she received a phone call asking her to head up the Brisbane 2032 Games. Her sons were her biggest advocates "Most people know who Deloitte is, but everyone knows what the Olympic Games is." And with her family’s enthusiasm and full support, the deal was sealed.

Brisbane 2032

Turning her attention to Brisbane 2032, Cindy described the Games’ status quo. What was surprising to learn was that the Organising Committee follows a self-funded, sponsorship model but can’t start collecting funding until 2027. So for now, it’s about systems infrastructure and community engagement. The team have been working closely with global creative company, VMLY&R, to create a Brisbane 2032 ‘sizzle reel’, tapping into the heart of Queensland culture to promote our river city and the Southeast Queensland region to the world. BLF guests were treated to the first public viewing of this epic teaser clip, which garnered a strong round of applause from the 500-strong crowd. The Brisbane 2032 website is now live and hopes to excite our State and nation for what's to come. Ellen enquired of the Games’ ‘new norm’ dialogue and sought clarity - “Is the Games now just about whatever you can pull off in this challenging economic climate?” Cindy responded with her view.

It’s all about sustainability; about making right choices for the future and not just for the event.

'What we are saying is that the Games will be of a world-standard. They will be safe. They will be accessible for all. But we are going to work with what we are given. If we look to Paris 2024, we see that they will have temporary stands and seating. We’ll also be working out what can be temporary and what should be built for use beyond the Games. But ultimately how the funding is spent will be up to the Government.'

Pace is Paramount

Given that the Brisbane Games is still eight years away, pace is everything and demands a big part of Cindy’s decision-making expertise. “Having such a long lead time can be a blessing and a curse because there is so much enthusiasm to get things done now,” she said. But Cindy knows the importance of being patient and laying the right foundations first so that when the organising team grows from a team of 30 into the thousands, proper systems will be in place and the real fun can begin. Ellen concluded the Q&A by asking Cindy if this is her final (final) swansong?’ Cindy was emphatic “100% yes!” But before she skis off to retire for a second time, Cindy intends to deliver an unprecedented Olympic and Paralympic Games event that will put Brisbane and Queensland on the map indefinitely. Let the Games begin!

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The QUT Business Leaders' Forum continues to be a platform for profound insights and leadership wisdom. If you missed this one, be sure to catch Travis Auld, CEO, Australian Grand Prix Corporation at the next event on 7 August. Travis will speak on his personal leadership journey, discuss the rise in popularity of motorsport in Australia and share his plans to develop and grow these events. Visit QUT BLF to book your ticket or find out more.