Welcome from the CEO
Kia ora Everyone,
I am thrilled to introduce to the Canterbury Rugby Community our Strategy 2028.
Launched internally about 12 months ago, our strategy was created with the belief that there is a position on the team for everyone, it’s our Game, our People and our Legacy.
Throughout this year, our team have been working hard to deliver rugby at all levels in Canterbury, with the key areas of our strategy as the driving force. We are really pleased to see positive results over the last 12 months, especially in participation off the back of this strategy being executed.
I encourage you to head over to our website and learn more about the Strategy 2028,
after all- this is not just rugby, this is Canterbury Rugby.
Tony Smail
Canterbury Rugby CEO
2028
Backing Forwards with Canterbury Rugby
This is not just Rugby, this is Canterbury Rugby. The team at Canterbury Rugby have been working hard behind the scenes backing the future of rugby in our community by resetting our strategic plan.
A series of meetings were held with our Sub Unions as well as Canterbury Clubs over a two year period, resulting in the 2028 Strategy being born. Throughout these meetings and with the support within our union, we have developed a newer, fresher plan that goes beyond the 80 minutes of rugby on the field, inspiring the best for our community.
The core idea being “backing forwards”, we’re looking to our past, acknowledging history and legacy and driving towards the future. Our Purpose is to inspire a sense of belonging for all, transcending differences, fostering unity and ensuring that everyone, regardless of background or identity, can share a sense of community and purpose.
Our Vision is to become New Zealand’s leading sporting community, thriving on a shared commitment to excellence, fair play, a love for sports and sports’ benefits for life. With that we Promise to make everyone’s experience unforgettable.
Over the last 12 months we have launched this plan internally and are excited to now take the next step by presenting it to our public and wider community. In setting objectives for 2024, a number of key targets have already been reached, including successful growth in player participation on our fields.
“We can absolutely attribute our growth in participation this year to the work done by the wider rugby network aligned with our strategy” said Tony Smail, Canterbury Rugby CEO, “I feel pretty chuffed about it, and so should our rugby network, because the strategy has helped deliver growth in the game we all love”.
Accountability has been a major difference in the new strategy, reporting regularly to our Board Members, staff and Sub Unions, “this is not just a strategy of words” said Smail, “everyone who is involved can see if it is happening or not”.
It’s our Mission to move people, both physically and emotionally, with the Belief that there is a position on the team for everyone.
words by Hannah Yates
Our People, our Game, our Legacy
Canterbury Rugby have already witnessed the positive impact our 2028 Strategy has had on key areas, with the roll out having been in motion internally over the last 12 months.
The strategy impacts rugby at all levels, from Junior and Teenage through to NPC and FPC, from the volunteers and supporters on the sideline to coaches and referees as well as our sponsors, fans; really anyone who has a love for rugby in Canterbury. We spoke with those who lead the teams at Canterbury Rugby responsible for bringing the strategy to life to find out more about what has been introduced and the impacts they are seeing in their area.
Michael Sheat, Community Rugby Manager, who overseas club and school rugby throughout the province said “with the strategy as our guide, we have hosted multiple different rugby offerings this season which assisted in participation growth. Earlier this month our Community Team happily announced the rise in overall playing numbers by 3%, including an impressive 13% for female players; an increase not seen since pre covid”.
The Community Team, with the help of clubs on the ground, held Rippa Hubs which saw waves of junior players trying rugby for the first time, there was also additional girls’ grades and the U85kg grade introduced, all aiding in our Mission to move people and Belief there is a position on the team for everyone.
Sheat’s hope is the improved strategy will “ensure that with future growth in player numbers we are continuing to provide opportunity to grow and support coaches, refs, and volunteers. Also investing resources and supporting clubs with their off the field capability to ensure we have strong, healthy, sustainable clubs in the future”.
The effects in our High Performance space were clear from the get-go. The new strategy called for a focus on strengthening our academies; giving our athletes the tools to develop their skill sets and be rewarded by debuting in high performance teams.
“The women’s game is evolving quickly”, said Tim Hurst, General Manager of High Performance, “there is a new pressure to produce more players for our FPC team with Black Ferns missing from our competition. Increased time and resources in our Women’s Academy has allowed us to compete at FPC without any Black Ferns and promote players from our Academy System.” The proof here is in the pudding with the number of debutants wearing red and black this season. Hannah King going straight from Canterbury Women’s Academy to a Black Ferns debut earlier this year, as well as being nominated for XV’s Breakthrough Women’s Player at the World Rugby Awards.
Critical to the delivery of the strategy is the health and well-being of our people, “having practices in place that put health and well-being at the forefront is hugely important to us as an organisation” said Business Administrator Anna Brown. Another key pillar, led by CFO Maree Kettles is our financial sustainability. Being future focused with a growth mindset will ensure we retain our legacy as a leading PU in financial resources.
Creating unforgettable experiences for community and partners alike, the Partnerships and Engagement team are making headway implementing the new strategy by embracing data, refreshing our website and creating efficiencies in the way they work. General Manager Matt Quinn, said “not only are we creating unforgettable experiences for our partners, but for our community as well. This links directly to our purpose of inspiring a sense of belonging for all. This shapes all marketing material, communications, events, and activity that we deliver; everything is done from an inclusive standpoint.”
“We are aware that we have a very diverse audience, and it is important that we not only recognise but embrace this to ensure that all of our rugby community is connected, and has a sense of belonging.”
Changes come with challenges, but the team are ready to do the hard mahi for some amazing benefits, “trying to do some things differently- we need to bring the whole rugby network along with us, just because we’ve done things the same way for a long time, doesn’t mean that change isn’t necessary in certain areas” said Sheat.
“The new strategy is challenging our daily norm” adds Quinn, “it has been implemented to drive continuous improvement- we must change the way in which we work to achieve our strategy, and that is both a challenge and a motivation.”
With the first 12 months under our belts we are excited to head into 2025 with the entire Canterbury Rugby family along for the journey.
words by Hannah Yates
Upcoming Events
Check out the following dates and get involved!
3 Dec - Cultural Awareness Workshop, Shirley Rugby Club at 6:30pm, register here
4 Dec - Ellesmere Rugby Sub Union AGM, Rolleston RFC at 7pm
11 Dec - End of season “GARAGE SALE”, up to 40% off 2024 merch, Rugby Park, more details to come!
11 Dec - North Canterbury Rugby Sub Union AGM, Amberley RFC at 7pm
A huge thank you to our 2024 Pathways Partners.
