Sense Rugby NZ

What Sense Rugby NZ does

Sense Rugby NZ is a New Zealand charitable trust (the Sense Rugby (New Zealand) Trust, established July 2020) that delivers occupational therapy-led adapted rugby programmes for disabled and neurodiverse tamariki (children, aged 4-10) and rangatahi (young people, aged 10-25). The programme originated in Australia under founders Carlien Parahi (Occupational Therapist) and Jesse Parahi (Rugby Sevens Olympian) and was spun out as a separate NZ entity in 2020 with Erin Rayner as founding trustee. Operations are led day-to-day by General Manager Jo Allen and delivered by OTBNZ-registered Paediatric Occupational Therapists supported by co-facilitators and volunteers.

The core product is a single programme offered in three formats: School Programmes (45-minute weekly sessions), Community Programmes (60-minute weekly after-school/weekend sessions), and Holiday Programme Intensives (60-minute daily sessions over 4-5 days). The methodology uses rugby equipment (tackle bags, hit shields) to deliver proprioceptive, vestibular, and interoceptive sensory input within adapted rugby activities, targeting motor skills, emotional regulation, confidence, and social participation. No diagnosis is required to participate. Delivery currently spans eight regions across Aotearoa: Auckland, Hawke's Bay, Whanganui, Manawatū, Wellington, Nelson, Christchurch, and Dunedin, with Southland/Invercargill recently added. Group sizes are typically 7-10 participants.

Sense Rugby NZ operates as a non-revenue-generating charity: programmes are free to participants, with cost covered by donations (via website koha/donation page) and grants from a diversified funder base including Lotteries NZ, Foundation North, NZCT, Four Winds Foundation, Rata Foundation, Nikau Foundation, Sport NZ / Ihi Aotearoa, and corporate sponsors such as Rexona. Distribution relies on rugby club and school partnerships, referrals from allied health professionals and disability communities, and earned media coverage. The organisation has no proprietary software, app, or API; its "technology" is fundamentally the clinical framework plus the network of credentialed clinicians and partner venues that enable low-cost delivery.

Name

Sense Rugby NZ

Legal name

Sense Rugby (New Zealand) Trust

Website

https://senserugby.co.nz

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Sense Rugby NZ is a New Zealand charitable trust delivering free, occupational therapy-led adapted rugby programmes for disabled and neurodiverse tamariki and rangatahi aged 4-25 across eight regions, funded by donations and grants.

Ownership category

akta.pro rank

Product category

Adaptive Youth Sport Services

NAICS

Sports and Recreation Instruction (61162), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Misc Health & Allied Services, Nec (8090), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Adaptive & Para-Sport Coaching (HSADAEAM)

akta.pro secondary industry

Adaptive & Special Needs Personal Training (HSADAAAL)

Keywords

• Adaptive rugby programmes
• Paediatric occupational therapy
• Sensory integration sport
• Inclusive youth recreation
• Neurodiverse sport inclusion

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Donations and Fundraising: Free programmes funded entirely by donations and community fundraising. Optional koha/donation for participants via website or post-registration links.
2. Charitable Grants and Funders: Funding from charitable trusts, foundations, and government-related funders (e.g., Lotteries, Foundation North, NZCT, Nikau Foundation, Sport NZ, Four Winds Foundation, Rata Foundation).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Sense Rugby NZ delivers Occupational Therapy-led adapted rugby programmes for disabled and neurodiverse tamariki (ages 4-10) and rangatahi (ages 10-25). Sessions are facilitated by OTBNZ-registered Paediatric Occupational Therapists and use rugby equipment (tackle bags, hit shields) to deliver proprioceptive and vestibular sensory input within rugby activities, supporting emotional regulation, motor coordination, confidence, and social participation. Programmes are offered in three formats — School Programmes, Community Programmes, and Holiday Programme Intensives — and are provided free of charge across 8 regions of New Zealand.

Product overview

Sense Rugby NZ operates as a single, unified charitable programme offering Occupational Therapy led adapted rugby sessions. The core Sense Rugby Programme includes three delivery formats: School Programmes (45-minute weekly sessions), Community Programmes (60-minute weekly sessions), and Holiday Programme Intensives (60-minute daily sessions for 4-5 days during school holidays). All programmes serve tamariki (ages 4-10) and rangatahi (ages 10-25) with disabilities, neurodiverse conditions, or additional needs, and are delivered free of charge by Paediatric Occupational Therapists.

Differentiator

Problem solved

Functional benefit

Products and services

• Sense Rugby Programme A unified Occupational Therapy-led adapted rugby programme for disabled and neurodiverse tamariki (ages 4-10) and rangatahi (ages 10-25), using rugby equipment (tackle bags, hit shields) to deliver proprioceptive and vestibular sensory input that supports sensory regulation, motor skills, confidence, and social participation. No diagnosis is required. Delivered free of charge across 8 regions of New Zealand through three delivery formats.
• School Programmes 45-minute weekly in-school sessions of OT-led adapted rugby for tamariki and rangatahi with additional needs. Participants are selected in partnership with school staff; parent/caregiver attendance is not required. Sessions are delivered at participating schools and are offered free of charge.
• Community Programmes 60-minute weekly Sense Rugby sessions held after school or on weekends at community venues (rugby clubs, school fields, council grounds). Open to all tamariki and rangatahi in the community with additional needs; parent/caregiver attendance is required. Delivered free of charge.
• Holiday Programme Intensives 60-minute Sense Rugby sessions delivered daily for 4-5 consecutive days during NZ school holidays. Open to all tamariki and rangatahi in the community; parent/caregiver attendance is required. Delivered free of charge.

Quantifiable outcome

• Free programme participation removes cost as a barrier to inclusive sport
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

15 partnerships are on record, tiered core and minor.

• New Zealand RugbycoreStrategic or Co-development PartnerNational rugby governing body partnership supporting Sense Rugby's delivery and alignment with NZ Rugby's inclusion initiatives.
• Sport NZ / Ihi AotearoacoreStrategic or Co-development PartnerGovernment sport agency providing coverage and support for Sense Rugby's expansion of inclusive sport nationwide.
• Sport ManawatuminorStrategic or Co-development PartnerRegional sports trust supporting Sense Rugby delivery in Manawatū.
• Sport OtagominorStrategic or Co-development PartnerRegional sports trust supporting Sense Rugby delivery in Otago/Dunedin.
• CLM Community SportsminorStrategic or Co-development PartnerCommunity sports organisation partnership supporting programme delivery.
• Mount Roskill RFCminorChannel Partner/ Reseller/ DistributorRugby club providing venue and support for Sense Rugby delivery in Auckland.
• Napier Rugby Football UnionminorChannel Partner/ Reseller/ DistributorRegional rugby union providing venue and support for Sense Rugby in Hawke's Bay.
• Wellington Rugby Football UnionminorChannel Partner/ Reseller/ DistributorRegional rugby union supporting Sense Rugby delivery in Wellington region.
• North Harbour RugbyminorChannel Partner/ Reseller/ DistributorRegional rugby union that supported one of the first Sense Rugby holiday programmes.
• Whanganui RugbyminorChannel Partner/ Reseller/ DistributorRegional rugby union providing venue support for Sense Rugby in Whanganui.
• Canterbury Rugby Football UnionminorChannel Partner/ Reseller/ DistributorRegional rugby union supporting Sense Rugby delivery in Canterbury/Christchurch.
• Waikanae RFCminorChannel Partner/ Reseller/ DistributorLocal rugby club providing venue for Sense Rugby in Kapiti/Wellington region.
• Para Plim RugbyminorChannel Partner/ Reseller/ DistributorPara rugby programme partnership supporting inclusive rugby delivery.
• Te Papapa Onehunga RugbyminorChannel Partner/ Reseller/ DistributorLocal rugby club providing venue for Sense Rugby delivery.
• Marist Rugby (MRFC)minorChannel Partner/ Reseller/ DistributorRugby club supporting Sense Rugby delivery in their region.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Kids Foundation (Christchurch): NZ charity delivering therapy, respite, and activity programmes for children with disabilities and additional needs. Comparable on OT-led disability services for tamariki and on free/donor-funded delivery, though sport is not the primary vehicle.
• Parafed (Regional Disability Sport Organisations): Regional federations delivering disability sport across NZ regions, overlapping geographically with Sense Rugby NZ's 8 regions. Comparable in mission and on delivery of grassroots adaptive sport, though they typically do not embed OT methodology.

Direct peers

• Halberg Foundation: NZ charity focused on removing barriers to physical activity for young people with disabilities through grants, programmes, and partnerships. Highly comparable on mission, target population, and on operating as a national hub connecting disabled youth to sport opportunities.
• Special Olympics New Zealand: National disability sports organisation running year-round sports training and competition for children and adults with intellectual disabilities across NZ. Overlaps with Sense Rugby NZ on inclusive adaptive sport for disabled youth and on grant-funded non-profit delivery models.
• Sense Rugby (Australia): The originating Sense Rugby programme founded by Carlien Parahi and Jesse Parahi in Australia, delivering the same OT-led adapted rugby model. Sense Rugby NZ was spun out of this organisation in 2020, making it the closest methodological and operational peer.

Broad incumbents

• Sport New Zealand (Ihi Aotearoa): Government crown agency funding and supporting sport and recreation across NZ, including inclusive sport initiatives. Functions at a national policy/funding layer and is already a strategic partner of Sense Rugby NZ.
• Paralympics New Zealand: National Paralympic governing body in NZ supporting high-performance disability sport. Broader and more elite-focused than Sense Rugby NZ, but operates in the same adaptive/para-sport ecosystem and shares the inclusion-in-sport mandate.

Others

• Variety – the Children's Charity (NZ): NZ children's charity funding disability-related equipment, experiences, and programmes for tamariki with additional needs. Comparable funder/grant ecosystem participant and shared beneficiary population, though not a direct sport-delivery peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sense-rugby-nz

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sense Rugby NZ