Why Danny McGuire is enjoying rugby league more than ever in Leeds Rhinos Foundation role
There was a time when Danny McGuire was front and centre in Challenge Cup final week.
The build-up, the noise, the attention, the pressure – few players of his generation were more familiar with rugby league's grandest occasions than the former Leeds Rhinos half-back.
Now, as Hull KR and Wigan Warriors prepare for Wembley, McGuire's role in the game looks very different.
There are no suit fittings or captain's runs this week. Instead, his focus is on helping shape the next generation in Leeds — work he views as "probably more rewarding than playing or coaching".
"Some of the stuff you do, you get more satisfaction from it," said McGuire, who returned to Headingley last October as the Rhinos Foundation's rugby league impact and growth manager.
"We recently held the Rhinos Challenge at Butlin's (Skegness) with 12,500 players from under-6s to under-12s. There were 1,250 matches played over two weeks. It actually shocked me. I was talking to people from Cumbria, London, Widnes - there were teams from everywhere.
"I saw the Foundation when I played but maybe didn't appreciate the amount of work that they do, not just in rugby league. Rugby league is important - and is the game I love and care about - but it covers so many other bases like health and education. There are so many people doing amazing things in the community.
"We probably underestimate the power rugby league has and what it can do for young people growing up. As a club, we're doing amazing things and some other clubs are doing good things - but we need to do more as a game.
"If this NRL investment comes off, I'd love to see us invest a good chunk of the money into rugby league development. Ultimately, that's where our next generation is coming from. We need to give our boys and girls the best opportunities."
Few clubs in rugby league invest more in grassroots and community programmes than Leeds.
McGuire has already learned one important lesson in his new role: even club legends must fight to stay relevant.
"It's really important that our first-team players get out into the community," he said. "Kids don't want to see a 43-year-old Danny McGuire; they want to see a Jake Connor or a George Brown.
"We've been doing takeovers at every amateur club in Leeds, which have been really enjoyable. We've got respect and wellbeing programmes and parents' workshops - we want to make sure those relationships stay strong. We feel like we need to give back to them for their support.
"I've also been working on partnerships to try and bring investment into the Foundation to be able to deliver more programmes and projects.
"The work is wide-ranging. I'm really enjoying it - and the pressure isn't the same as coaching."
There have been vacancies since McGuire left Castleford Tigers last summer but he is now gaining the grounding he skipped when he moved directly from playing into a backroom role at Hull KR.
"Looking back, it's something I probably should have done," he said. "I'm kind of doing it in reverse.
"I'm not saying it's the end for my coaching but I'm really enjoying this role and the different challenges it throws at you."
A key part of that work is keeping children engaged in an age when distractions are plentiful.
It is a battle the Leeds Rhinos Foundation is determined to win.
"We saw a significant drop in participation over a five-year period but there's been a steady increase again," said McGuire.
"We saw a drop-off around under-14s when kids weren't getting scholarships. Under-15, under-16 and under-18 teams were struggling so the club put together a North v South programme, which has seen retention and participation grow.
"Rather than lose kids, they've stayed in the game, which is ultimately what's important. It doesn't always have to be about breaking into academies; it's about keeping playing for your community club.
"There are so many opportunities for kids in different areas like YouTube and social media but sport is still the number one for friendships and creating memories. Being part of a team is crucial for young people."
Nobody appreciates that more than McGuire.
Having won eight Super League titles with his hometown club, the former East Leeds junior is now back where it all began in the grassroots game.
"I was really lucky to have my career and fortunate to be able to be successful and live my dream," said McGuire.
"You get opportunities in life. I enjoy coaching and trying to give something back.
"It's a little bit different to the elite level when you're coaching players who are already skilled and know what they're doing. I'm coaching any age from 11 up to 16. I'm enjoying trying to give some of my knowledge to help the next generation live their dreams.
"I want to keep the sport strong in Leeds."