Essendon admits that captain Jobe Watson needs to rediscover his passion for football again, claiming that losing his 2012 Brownlow medal has challenged his love for the game.
While the club is "confident" Watson will play for the Bombers next season, the comments have provided fresh doubt over the skipper's state of mind heading into 2017.
Coach John Worsfold said he will be personally working with Watson to find the spark and wouldn't rule out giving the veteran midfielder extra time off to deal with what's been a troubling period.
It comes as the entire football club announced fresh five-year plan, where the Bombers want to rediscover their brand after a tumultuous five year period following the supplements scandal.
The AFL officially gave Watson's 2012 medal to runners-up Sam Mitchell and Trent Cotchin last week after the Bombers skipper elected to hand the medal back.
Worsfold said Watson was travelling well both physically and mentally before he gave the medal back, but the latest turn of events has rocked him.
"He was in a good space, he was really looking forward to getting back to playing footy
"And then just the timing of the Brownlow announcement … just as he was about to run back out on the training track with the guys, it challenged him again.
"There's no doubt it's again got Jobe to that point where he says – 'Do I really have the passion for the game and playing the game' – so we are saying to Jobe; don't just think that a light is going to switch on overnight. Take your time.
"Come and get involved in training, let it evolve. Come and work through this current period.
"He's obviously super fit and training really well, but in terms of does he run out on the training track bouncing around thinking I'm just loving this again, I would say it's challenged him again.
"I think this is the toughest period for him as an individual."
The club has announced a series of goals for the 2017-2021 period, before its 150th anniversary in 2022.
Some of those ambitions include being a top 4 side, having a "unique football philosophy" and becoming the "most inclusive, successful and respectful club on and off the field."
The Bombers, through chairman Lindsay Tanner and chief executive Xavier Campbell, admit that the recent past has done significant damage to the club's brand and has hurt its members.
"We do feel like we are starting to come through the clouds now and out of the abyss and into some clear air which is really important for us," Campbell said on Tuesday afternoon.
Campbell said that it was a particular focus of the club to bring back many of the people who have cancelled their membership as a result of the doping scandal.
It comes as the club said a significant amount of the 34 players' compensation claims have been agreed upon in principle.
Law firm Slater and Gordon revealed earlier that an in-principle agreement has been reached between the club and 18 current and former players who suffered loss as result of the club's 2012 supplements program.
"We feel confident that we'll be able to settle all players over the coming months," Campbell said.
While the club has a clear view of success in a five year period, it's also not ruling out playing finals next season.
Worsfold said if everything goes right, there's no reason they can't be involved in September in 2017.
"We'd love to play finals," Worsfold said.
"It's going to be tough to achieve if you look at this year's top 8, it looks pretty sound.
"I've been reading about the Tigers, Bucks (Nathan Buckley) and Collingwood,
"We're looking to dislodge someone out of the 8. We've got a reasonable draw, it's all in our hands."