The Western Bulldogs of the Australia Football League are a perfect example of revenue generation. Despite some lackluster results on the field of play, the Bulldogs' Chief Commercial Officer Nick Truelson and his team were able to generate a men's health program in partnership with Liverpool FC, generating over $1 million in revenue, along with bringing in 25 new partners to the club. It is a great example of business development with new product creation that no one else in the AFL was doing. Truelson speaks about the reasons behind the men's health program, fixated on the poor health stats of the local community which has resonated with the area fans and has become a great new opportunity to grow the fan base. Twitter: @nicktruelson