Our Programmes:

AF Team

AF Team Training is a multi-option programme designed to offer group-based training solutions to suit your own individual goals. The programme includes all encompassing support and facilities within FOUR different Class types – and each class type offers a varied approach.
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Foundation Athlete

Foundation Athlete is our signature programme at THE ATHLETE FACTORY and is a High Performance Programme designed for aspirational athletes wanting to take their chosen sport to the next level.
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AF Academy

Our Long-term Athlete Development programme. Designed for athletes aged 11–18 years, AF Academy builds resilience and athleticism that will complement your sports- specific training.
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AF Speed School

Focused on developing functional movement patterns and running mechanics in children aged 5–10 years. AF Speed School is fun and engaging.
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Inside Running Academy

NZ’s leading private international rugby academy and based at THE ATHLETE FACTORY where Short-term (5 day) Camps and Long-term Player Development camps (4–40 weeks) are run.
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AF Athlete Testing

A multitude of tests designed to provide athletes with a snapshot of where they are at from an athletic and movement perspective. Find out how you compare to world-class athletes and how you can improve.
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Other Services:

Team Bookings

AF is available for your team or group to book aspects of the facility and our coaches for sessions that meet your needs.
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Sports Physiotherapy

The team at Foundation Sports & Rehabilitation Clinic provide hands-on physiotherapy to athletes and general public at THE ATHLETE FACTORY
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Massage Therapy

Our skilled Massage Therapists are dedicated to providing the right massage to suit your needs. Whether you’re looking to relieve stress, to increase your sports performance, or just to relax, the the professionally
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Sports Nutrition

Our Sports Nutritionists are qualified and experienced at providing nutrition advice to athletes and general public of all ages. Sports Nutrition is an integral component of maximising your potential as an athlete.
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Mental Skills

Are you ticking all the boxes to be the best athlete you can be? If you devote time toward developing your physical abilities, then you can’t ignore the critical role the mind plays in sport — it’s usually the mental
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Workshops

Are you a coach, teacher or parent looking to grow your understanding of athlete development? AF has developed a workshop series designed to grow our wider community’s understanding of youth
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Our Staff

Key Coaching Team:

Ricci Persico

Ricci Persico

Strength & Conditioning Coach

I am originally from Nelson but am fresh off of 5 and a half years of study down in the deep south (Dunedin) where I completed a Bachelor of Physical Education and Masters in Applied Science.
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Richard Sylvester

Richard Sylvester

Strength & Conditioning Coach

My name is Richard Sylvester or “Richie” as they call me here in New Zealand. I am a life-long sports and fitness enthusiast that is willing to try most things.
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CRAWFORD ROBB

CRAWFORD ROBB

Strength & Conditioning Coach

My passion for Strength and Conditioning stems from competing in sports at a representative level both here in New Zealand and abroad. My own strive for a healthy, yet social lifestyle led me to the Bay of Plenty from Christchurch.
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Management Team:

Mike Rogers

Mike Rogers

AF Director | General Manager

I have been working in the sports management, coaching and rehabilitation sectors since 2003 and have a real passion for youth athlete development.
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Nicky October

Nicky October

Manager

I work in a joint role between THE ATHLETE FACTORY and Inside Running and really enjoy the varied and sports-related nature of the job.
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KAYDI O’CONNOR

KAYDI O’CONNOR

Marketing & Social Media Assistant

I am from Mount Maunganui and have returned home after living in Hamilton for University. I come from a sporting background and love being in a gym environment.
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LAURA HARDY

LAURA HARDY

Coach & Administrator

With qualifications in both Strength and Conditioning Coaching and Massage, I have been able to combine my passions for coaching and rehabilitation within sport
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Other Staff:

Craig Newland

Craig Newland

AF Director | Head of Medical Services

I have been working as a physiotherapist in the musculoskeletal and sports industry for the past ten years. During this time I have specialised in sports physiotherapy and rehabilitation, including completing a post-graduate diploma in Sports Medicine.
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Emma McMichael

Emma McMichael

Sports Nutritionist & Dietician

I am very passionate about food and nutrition, sport and exercise, I love getting outdoors and enjoy working with people to improve their nutritional intake. I’ve been working as a Registered Dietitan for seven years and a Sports Dietitian for the past four years.
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Zane Winslade

Zane Winslade

Mental Skills Coach

I am a trained coach and mental skills consultant who specialises in helping athletes accomplish their goals in sport and in life. My education includes a Bachelors Degree in Sports and Leisure Studies, a Graduate Diploma in Teaching and a Masters Degree…
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Ashleigh Davidson

Ashleigh Davidson

Massage Therapist

I graduated from the NZ College of Massage in 2014 as a certified massage therapist and then continued to gain experience in the field from working at spas and clinics. I then discovered my passion for sports massage and rehabilitation as…
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Our Blog

Nutrition Tips From Emma

I really enjoy working with adolescent athletes & keen sports players, I find they have good enthusiasm and are quite impressionable. When it comes to nutrition there is usually plenty to learn to improve performance and overall health. I was at the AIMS games this...

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Sport Psychology – Youth Development

Sport and exercise participation can be hugely beneficial for a young person in today’s world. Children who develop physical skills can continue to use them to promote a lifetime of athletic involvement. Not to mention, there is the old cliché that sport “builds...

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The strength coaches role

Rugby has evolved. The 2015 All Blacks team was, on average, 15kgs heavier than their 1987 counterparts. Couple this with the ball being in play for 10 minutes longer than it was 20 years ago, and we give birth to a Bigger, Faster, Fitter, Stronger culture among...

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Value, Self-Assessment and Honesty

When thinking about what will take your rugby to the next level, a lot of people see top-flight players and what their strengths are and assume that is what is required to make it. In some cases, that may be true, but generally speaking, everyone has different weapons...

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