Western Force coach Simon Cron says his players should feel the sting of being bottom of the Super Rugby Pacific ladder ahead of Saturday's clash with the Chiefs in Waikato.
The Force (2-7) slumped to last spot on the back of last week's heartbreaking 7-6 loss to the Highlanders in Dunedin.
Despite having snared just two victories for the season, the Force will be a chance to make the finals if they can win three of their final five games.
They have thrown away winning opportunities against the Rebels, Brumbies and Highlanders this season, and Cron says his players should feel hurt by being in last spot.
"It has to sting, especially when we've had so many opportunities," he said on Friday.
"The Brumbies, the Rebels - where we've got out in front and been in control of games - we've let them go.
"And the Highlanders game - just not throwing the ball away.
"I think for any competitor it stings you. But it's where you are, and it's now about what we do with it."
The Force will be without former Wallabies lock Sam Carter (hamstring) for the next few weeks, while star halfback Nic White (knee) will miss the Chiefs clash.
First-year captain Jeremy Williams has endured a stop-start season due to a concussion and calf injury, but he is back in the starting side against the Chiefs (6-3) and ready to lead from the front.
"The big message for 'Jez" is just lead by doing, lead by your actions and the way you play, and the rest will follow," Cron said.
"He's a big body, we've missed him. You could see when he came off the bench (last week), we got some good go-forward in the middle of the field."
Wallabies lock Izack Rodda will start off the bench this week as part of a plan to manage his minutes following a series of long-term foot injuries.
The Force haven't won on the road since defeating Moana Pasifika 48-28 in Auckland on May 24, 2022 when Tim Sampson was still coach.
"I just like winning. I don't care if it's on the road, or at home," Cron said.
Meanwhile, the Force have announced that club legend Matt Hodgson has been promoted from his role of general manager of rugby into the newly created position as director of strategic projects.
The new position is part of the Force's ambition to create a world class rugby program with state-of-the-art facilities and their long-term vision to be the leaders in Australian rugby.
Chris Goodman has been elevated to the vacant general manager of rugby role, moving up from the club's general manager of academy position.
