Hired in 2017, Bruno Dias was chosen to lead the venture. With experience in loyalty programs, Bruno was one of the people responsible for creating and managing ChefsClub and worked at the Rio 2016 Olympic Committee before joining Mais Querido. He spent eight months immersed in the membership process, experiencing the fan experience from both the perspective of the provider and the perspective of the customer.

The restructuring took shape further in January 2018. The internal team was formed based on six sub-teams: customer service, communications, systems, game operations, logistics, and embassies/consulates. Progress was made across all areas throughout the year and was well-received by fans.

In addition to the reformulation of the Tradição plan, which became Onde Estiver - exclusive for fans from outside RJ -, there was also the implementation of the loyalty system, which rewards fan members with greater attendance and plan duration.

The entire customer service infrastructure was revamped. The number of service stations was tripled, resulting in a significant improvement in average service times: the wait time dropped from 30 minutes to 40 seconds. There was also investment in equipment that streamlined service at stadium entrances on match days when the red-and-black team is in charge. The service area also manages all of Nação's experiences. In 2018, the number of fan club members served through initiatives more than doubled compared to 2017: 16.625, compared to approximately 7 the previous year. New experiences were created, such as Nação Te Leva for those from outside Rio de Janeiro. Today, the program, for select games, draws a member of the National Team to travel to Rio de Janeiro with a companion—both of whom have their flights, accommodations, and tickets paid for by Nação.

Nação has become more in tune with the needs of its fan club members. Communication via email and SMS is increasingly personalized. This has resulted in an increase in the number of voluntary renewals. Previously, many fan club members were dropped from the program without any warning at the end of the program. Today, this number is much lower.

Nação's social media has seen remarkable growth: the program's Facebook page doubled its number of likes, while its Twitter account grew from around 80 followers in January 2018 to over 130 in January 2019. This results in a greater number of fan members informed about Nação's experiences, benefits, and news. The program also invests in content: increasingly present at away games, Nação sends employees to exclusively cover the experiences at these venues.

In 2018, the program underwent two major changes: the reformulation of the Tradição plan, which became Onde Estiver (Where You Are); and the implementation of the loyalty system. These changes include the implementation of new information technology resources. The systems department was also responsible for organizing and managing the program's massive database, which optimizes communication efforts to attract new members and retain active STs.

2018 brought significant progress for Flamengo matchday members. Nação now has a greater presence at away games. The principle of reciprocity, adopted with all Série A clubs, made it possible to offer promotional prices to Flamengo members for most games outside Rio de Janeiro. Furthermore, Flamengo members were able to access stadiums across Brazil using their ticket cards, such as matches against Vitória, Palmeiras, and others.

Nação was also responsible for sponsoring the Biggest Fans in the World party in key games in 2018. The program provided resources that made colored smoke possible at Maracanã and also balloons, banners, flags and cardboard shields in matches inside and outside RJ.

Perhaps the biggest complaint from club members in recent years has been the delay in delivering ticket cards. This issue received special attention in 2018. Older cases were resolved as a priority, and the club set up a task force to expedite delivery. Cases are received by the communications team, analyzed individually by the customer service department, and the logistics team resolves the issues. Organization and focus on this area resulted in a 95% delivery rate in January 2019.

A crucial part of the Red-Black Nation is not in Rio de Janeiro. The Nation's Embassies and Consulates were incorporated into the Nation and expanded in 2018. In addition to increasing the number of fan members from embassies and consulates, the total number of embassies and consulates also increased, now exceeding 200. The Club even officially established consulates outside the country: the Fla-Colômbia match became the first such group in the country. State and regional meetings were held in Minas Gerais, Rio Grande do Sul, Santa Catarina, and Bahia. The social action calendar included blood donation drives, warm clothing drives, food drives, and participation in social events on festive occasions throughout Brazil.

The bar has been set very high. With a structured team prepared for the ever-increasing demands, The big challenge now is to advance even further in 2019.