Cameron Bruce is officially the Brisbane Lions coach, as a new era for the club has begun.

With Bruce taking over from Chris Fagan, who won three straight Grand Finals and is now Carlton's director of coaching, the Lions chose to promote from within.

Nathan Buckley was reportedly another candidate for the role, but it was Bruce who the club decided to land on as the one to take them forward.

Having already been an assistant with the Lions, the move seemed to make sense for Bruce, but the club had to give the green light.

But what was the key reason Bruce decided to go all-in to be the next Lions coach?

“With where I’m at, with where my family are at, with the position I’m in and the club that I’m at, we were very settled in Brisbane and not looking to go anywhere else,” Bruce said via Fox Sports.

“The fact that this (job) has presented itself when it did, it was a no-brainer. I’ve been building up to be in a position to get a role like this for the 29 years I’ve been in the AFL (as a player and assistant coach).

“To get an opportunity at what I see as the best AFL football club in the world is unbelievable, with the best people, so how can I not be excited?”

Bruce to take over team ready to contend

Perhaps what is best for Bruce is that he isn't taking over a team that is on the downturn, like Adem Yze did after Damien Hardwick at Richmond.

The Lions are still a genuine contender, having Lachie Neale as the only player of serious quality.

Plus, with the likes of Will Ashcroft, Logan Morris, Kai Lohmann, and Zac Bailey, the Lions' nucleus appears to be set for the next handful of years.

So, after three straight premierships, there is no reason to think the Lions, even with a coaching change, won't be at the pointy end of the conversation come September.