Rich is out of contract at the end of 2013 and looms as a prime recruiting target for rival clubs, along with teammates Matthew Leuenberger and Pearce Hanley.
Speaking at Brisbane's Mater Children's Hospital to promote its upcoming 5km fun run and walk, Rich said he could not see himself leaving the Lions.
"The club and management have started discussions," Rich said.
"It's under way and it's an exciting time. I love the boys and I've made that clear over the last few years.
"I could have maybe gone somewhere else but chose to stay here (previously), so couldn’t see why that's different."
All three off-contract Lions are managed by Paul Connors.
Leuenberger recently told AFL.com.au that he also had every intention of re-signing, saying "I've got no intentions of leaving. I love it here".
Rich has been at the club since 2009 and, like Leuenberger, said he felt the Lions were on the cusp of making a move up the ladder.
"Me, Leuey and Pearce are in a similar boat," Rich said.
"We all feel the same way and know the group's coming along pretty nicely, even though we might not be showing it at the moment.
"It's not too far around the corner. We wouldn't have that belief and words if we didn't think it was going to happen."
Rich fronted the media in a sling, now two weeks into his eight-week stint on the sidelines courtesy of a broken scapula.
He has just started moving the affected left shoulder and said he had only recently stopped taking painkillers.
"It's tracking along pretty nicely, obviously a fair bit of pain early on but it's coming good.
"I can't stand sitting on the sidelines, you just want to get out there and do what you can but it's all part of it and hopefully I'll be out there in a few weeks."
Michael Whiting covers Brisbane Lions news for AFL.com.au. Follow him on Twitter: @AFL_mikewhiting
