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Frans Steyn isn’t just another ex-Springbok finding his way on the coaching ladder. He’s a rugby thinker, a straight shooter, and someone deeply invested in the future of South African rugby — especially in Bloemfontein, the beating heart of the Cheetahs.
In the latest episode of Know Your Coach, hosted by MW Welman and powered by Megafoon Rugby, Steyn opens up like never before. The hour-long chat unpacks his journey, his discomfort with coaching match days, his passion for systems over silverware, and his belief that South African rugby needs to think far more strategically — and collaboratively.
Let’s dive into the story of Frans Steyn: rugby legend turned reluctant coach.
From Aliwal North to the World Stage
Steyn’s rugby journey didn’t start in a high-performance academy or under stadium lights. It started on a farm in Aliwal North, watching the game with family and being captivated by the Lions — until one fateful day in Bloemfontein.
The Cheetahs smashed them. I was still crying up here in the stand because my team lost, and then from there, I was a Cheetah.”
It’s a full-circle moment for Steyn. The little boy in the stands now finds himself leading the very team that once broke his heart.
A Unique Transition: Player to Director to Coach
After a glittering playing career, including two Rugby World Cup wins under vastly different coaches, Steyn was thrust into a leadership role at the Cheetahs — not as a coach, but as Director of Rugby. Yet the chaos and change at the union pulled him toward the coaching reins.
There was a lot going on here at the Cheetahs… I found myself in a different place.”
Now he holds both titles — head coach and director — but Steyn isn’t quite sold on the coach’s life.
Game day is not my cup of tea… you’re not in control of what they’re going to do. I’d rather be in my office.”
This comment gives rare insight into Steyn’s personality: strategic, emotionally honest, and perhaps more Billy Beane (Moneyball) than Rassie Erasmus.
Frans Steyn Coaching Philosophy: People First, Then Points
One of the most compelling aspects of Steyn’s philosophy is his emphasis on relationships, culture, and connection over the obsession with immediate results.
The way we talk to each other, the way we operate in Bloemfontein — that is more important for me than winning every Saturday.”
That’s not to say Frans Steyn doesn’t want to win. He does. Badly. But he believes that winning is a by-product of a system built on trust, honesty, and shared vision.
If you get the buy-in, you’re 80% there.”
This echoes his admiration for coaches like Rassie and Jake White. Both, in their own ways, were honest with him — and that honesty is what Steyn values most.
Pressure? It’s Real, But Perspective Is Key
Steyn doesn’t downplay the pressure of coaching in a rugby-mad province like Free State.
Our supporters are passionate and get very excited about a lack of performance.”
But he balances that with a deep sense of purpose. For him, milestones aren’t measured in match scores alone.
The things we want to achieve is not always winning. There can’t be a score on that.”
A Fractured System: The Fight for Relevance
Much of the conversation with Welman focuses on the challenges faced by the Cheetahs, Pumas, Griquas, and Boland — unions often sidelined from elite competitions and TV deals.
As long as everybody’s fighting their own fight, we’re not going to get anywhere.”
The lack of meaningful competition in Bloemfontein is more than just a logistics issue for Steyn — it’s a crisis of identity and opportunity.
There’s no proper rugby in Bloemfontein. We need SARU to help us.”
His critique of SA Rugby isn’t emotional. It’s rooted in logic. Without strategic collaboration and proper investment, young players are slipping through the cracks.
When you’re young, you need to play as much rugby as you can.”
A Vision for the Future: Competitions, Culture & Crusaders
Frans Steyn is not short on ideas. Whether it’s a revitalised Super Rugby format, a “URC B-League” with promotion/relegation, or a franchise-driven tour model with centralised weekends, he’s thinking ahead.
If the Crusaders came to the Free State Stadium, I promise you, there’s going to be a lot of people.”
His admiration for New Zealand’s playing style is clear — and he sees the return of that southern flair as key to reigniting local support and TV revenue.
I’m a fan of the way they play. I think the Super Rugby brand still has power.”
A Return to Running Rugby?
The Cheetahs of old were known for flair, speed, and off-the-cuff magic. Steyn wants to bring that back — cautiously.
We want to go back to playing an exciting brand of rugby — but we need to win.”
Shifting from the pressure-and-kick game of the Rassie era isn’t easy. It’s a mindset change.
Getting out of a kicking game is quite difficult… but we’ve started to see change.”
Players like Korte Makaza — a recent standout signing from UCT — symbolise this intent to inject pace and creativity back into Free State rugby.
Currie Cup & Beyond: Eyes on Europe
Steyn remains realistic about the Currie Cup but believes the real opportunity lies in the EPCR.
If we come close to winning that, it might be the only way to get back into a competition.”
For now, he’s pushing hard in both tournaments — balancing development and competitiveness.
Final Word: A Message to the Cheetahs Faithful From Frans Steyn
Thanks to the supporters. It’s been a tough journey. But we never stop, and we never give up. We’ll keep fighting — and hopefully, we’ll fill Toyota Stadium again.”
Frans Steyn is a man caught between legacy and future, passion and pragmatism. He’s uncomfortable in the coach’s box but unwavering in his mission. His love for the Cheetahs runs deep, and his desire to build a better system — not just a better team — is the kind of thinking South African rugby desperately needs.
As Bloemfontein looks ahead to the Currie Cup and the EPCR campaign, one thing is clear: Frans Steyn is more than a legend. He’s a leader with a long-term vision.
