The heart of the Sydney Swans' 'Bloods' culture is taking his passion and guidance to the Gold Coast.

Brett Kirk, who played 241 matches for the Swans before retiring in 2010, has taken an off-field role to help the fledgling GC SUNS develop their club culture.

Kirk will be based in Sydney, but will travel to the Gold Coast weekly to work with both the football department and the club's administration.

Few players were more highly regarded in their careers, and GC SUNS CEO Travis Auld could barely hide his excitement at luring the 2005 premiership player to Metricon Stadium.

"For us as a new club we've had a very specific focus on our culture since day one, based on a set of values, and this is an evolution of that focus with Brett coming on board," Auld said.

"It's fantastic as a club to have someone of Brett's stature and character join our club and help lead our organisation on and off the field."

Kirk is working for a company called Bluestone Edge, which explores and develops business culture.

He has been initially signed to a 12-month deal.

"Good cultures are built on the back of good people," Auld said.

"Brett has some very good hands-on experience in leading in an AFL environment, he has a real interest in leadership, he has a real interest in young people and he has a real interest in culture, so all those things we want to be very good at and well known for and all those areas are strengths of Brett."

Since retirement, the 35-year-old has worked as the AFL's international ambassador, and said the role with the GC SUNS - which included individual mentoring - was an exciting one.

"It's something I've always been interested in, culture and leadership, and I've had a lot of hands-on experience," Kirk said.

"Having such a young group, I really want to help them build. I'm not going to be here with all the answers, more to ask questions and helping them find out for themselves.

"I know myself the best way of learning was experience and making some mistakes along the way and I'll be here riding shotgun along the way.

"My role now is to create an environment that challenges them and helps them grow as individuals, as footballers and as people and to be respected in the community, and I'm really looking forward to it."