Maybe a throwaway comment but I really hate when the club (CEO's and Pres in particular) say things like this. It's unlikely we will ever be the biggest club in the AFL, not in the foreseeable future anyway - currently we rank dead last in terms of supporter numbers in multiple surveys across decades. The focus should be on ensuring we are a successful club that is self sustainable (ie not reliant on AFL support, not reliant on debt etc) - how we compare to other clubs off field (members, finances, crowds etc) is really irrelevant if we can achieve success and sustainability. It is just setting us up for failure and without a strategy to achieve it it is just platitudes anyway.