WESTERN Bulldogs president Peter Gordon has quoted pop star Taylor Swift in an impassioned defence of his club amid speculation of unrest.

An 82-point thrashing at the hands of Greater Western Sydney in the opening round followed an underwhelming premiership defence of club's 2016 flag triumph and several changes in key staff over the off-season.

Ameet Bains replaced Gary Kent as CEO, Sam Power is now the club's list manger after Jason McCartney defected to the Giants, while Nick Austin is the new recruiting manager after Simon Dalrymple joined Sydney. 

The Dogs traded forward Jake Stringer to Essendon after coach Luke Beveridge said it would be best for both parties if the 2015 All Australian departed.

Speaking on SEN on Tuesday, Gordon empathically denied the team's indifferent performances over the past 18 months was due to conflict engulfing the club. 

"I think that it's not a good idea when you are committed to a cause to listen to outside noise, and I don't," Gordon said. 

"If I thought there was a significant internal division, I would (say something). I don't fundamentally agree that there is.

"Every organisation is going to have its up and downs, and as the Taylor Swift song goes, 'haters are going to hate'.

"We know in the media and internet troll community there will be people who will seize on any opportunity to start making these (rumours).

"(With) my hand on my heart, I feel that this club is strong and united, and we're behind our players, behind 'Bevo' (Beveridge) and we're behind Ameet.

"We'll come back from this."

Gordon said the club will push on with "ambitious plans" to redevelop sections of Whitten Oval so it can hold larger crowds like the AFLW Grand Final. 

The club was hopeful of holding this year's decider it won against Brisbane on the weekend before the AFL decided the predicted wet weather warranted Ikon Park's superior undercover amenities.

The club's former home ground has a capacity of 12,000 and has hosted JLT Community Series matches in the past.

"One of the things I want to see before my second stint of president ends is a master plan implemented at the Whitten Oval, which does make it capable of seating people undercover that Ikon Park can currently accommodate," Gordon said. 

"What's made that possible is women's footy, and the number of people who want to come back to the Whitten Oval to watch footy."