MUCH maligned Brisbane Lion Daniel Rich is the happiest he's been in years, and the 26-year-old has a message for those criticising him following a recent game against Sydney.

Rich was roundly condemned for an effort in the round seven match where he was beaten to a 50-50 ball by Swans ruckman Callum Sinclair in the middle of the SCG. 

Dermott Brereton described it as "the worst piece of play I’ve ever seen him commit to", going on to say Rich should have been taken from the field for the poor effort. 

Brereton wasn't the only one, with the incident highlighted for days to come. 

Rich told AFL.com.au it wasn't him shirking the contest. 

"It's easy to sit back and commentate when you don't know what's going on," he said. 

"It probably looked worse than it was because once it hit that cricket pitch it took off in front of me, and I over-ran the ball.

"I don't know if many of the people critiquing our game have tried to run in footy boots and change direction at top speed on a cricket pitch - it's not as easy as it seems. 

"It doesn't really bother me too much at all though. 

"Everyone understands it's not in my character to do what's been spoken about."

It was a rare question mark over what's been an excellent season to date for the West Australian. 

Rich was poor in 2016, but a permanent move to the backline under new coach Chris Fagan has delivered instant rewards.

The 2009 NAB AFL Rising Star winner had a quiet first fortnight in his new role, but along with captain Dayne Beams and vice-captain Tom Rockliff, has consistently been among the Lions' best players. 

Rich said Fagan, backline coach Murray Davis and stoppage coach Dale Tapping (who he also works with), had all helped to improve his game. 

"I'm the most excited I've been," Rich said. 

"When you get to a club you're excited, but it's different. 

"We've got a young list and they're all so willing to learn and improve." 

Rich said Fagan had taken the shackles off the team and, although winning just once in nine weeks, he was confident things were improving. 

"It's been a big one, not just for me, but to play on instinct," Rich said. 

"If you see it, hit it, and back yourself in, and the coaches aren't going to rip your head off if you make a mistake. 

"We're looking to grow and learn from our mistakes, so it's been encouraged to back yourself and there won't be anyone cracking down if you feel like you've made the right decision and just haven't executed. 

"It's a nice environment to be in. 

"'Fages' has been a great coach and a great mentor that I've loved working with and that I look forward to working with for years to come."