Norwood announce new General Manager of Football

The Norwood Football Club is pleased to announce the appointment of its new General Manager of Football, Daniel Menzel.

Menzel brings a wealth of knowledge, experience and success to the club across AFL, SANFL and local level, and Norwood could not be happier that his next chapter will begin at The Parade.

He spent 10 years in the AFL system as a player, before becoming a SANFL Premiership player, and a Premiership Coach at local level, as well as spending recent years in the media.

Originally from the Central District Football Club Menzel went on to have an 80-game AFL career across 10 seasons with Geelong and Sydney, which was unfortunately cruelled by four ACL reconstructions.

At the end of 2019, Menzel returned to the SANFL where he spent the 2020 season with Centrals, before heading to Woodville-West Torrens where under (now Norwood) coach Jade Sheedy won the 2021 League Premiership.

Menzel finished his SANFL career in 2023, heading to the River Murray Football League to coach the newly formed Coorong Cats in 2024 and 2025, winning last season’s A Grade Premiership undefeated. His Cats are currently top of the ladder in 2025.

Norwood CEO Richard Kelly welcomed Daniel to the club.

“Daniel is the perfect fit for the Norwood Football Cub, we are very excited to see what he can bring to the role,” he said.

“We had some excellent applicants, but Daniel’s football IQ and football background is what really shone out to us. He has completed a Master of Business and has a good business background, so he is really well credentialed.

“Daniel has some great experience in football, he has been through the ups and downs of a football journey, getting drafted, coping with injury setback, winning a flag with the Eagles, and recently with Coorong Cats.

“He has worked with our coach Jade Sheedy at the Eagles, and also played some State footy with some of our current players, so there’s some good connections already.”

Menzel officially commences his role at Norwood as of October 1, and said he was excited to work with players, coaches and officials at the Redlegs.

“I am excited to be at Norwood, it’s a club with a rich history, great traditions, a big supporter base and I am looking forward to working with everyone at the club,” Menzel said.

“It’s a big role, but I am excited about it. Even in my playing days it was something that appealed to me, and now having completed my Masters, having coached myself, and done a fair bit in the business space the GM of footy role is really appealing to me.

“It was a challenging start to the season in 2025 (for Norwood), but I think the list is in a good place, it’s a good demographic, but we will look to add to that and compete for a long time.

“I’m excited to work with Sheeds again, we won the Premiership in 2021 which was my first flag at senior level, he’s a great coach and I am keen to see what we can achieve at Norwood.

“This role has come at a good time for me, I finished my Masters of Business 12 months ago, coached my own side and done a lot of work with my business and in the media. I am ready to get stuck in.”

Norwood coach Jade Sheedy said it was exciting to work alongside Menzel once again.

“It’s a great appointment,” he said.

“I know Dan well, he has great footy knowledge, he knows the SANFL landscape, has a business background. He will be great for the footy club.

“He has had his own adversity through his injury, so he will be able to give advice to people that are injured or facing adversity.”