Shaun Campbell — Why Sport Thrives in South Canterbury

We met Shaun Campbell, the South Canterbury regional manager for Sport Canterbury at some of the region’s most-loved facilities. As a community-led champion of play, recreation and sport, Shaun embodies the energy, values, and practical vision that make South Canterbury an outstanding place to live, raise kids, and build a life around sport and activity. In this article we share Shaun’s story, his love for the district, the programs and facilities that power grassroots sport, and the values that underpin the work we do together across clubs, schools, and neighbourhoods.

Shaun’s role is straightforward in its ambition and profound in its reach: to get more people more active, more often. But the way he and his team deliver on that ambition is rooted in relationships, local leadership, and an inclusive approach that welcomes everyone — from toddlers taking their first steps at a playground to older adults in strength and balance classes. We explore how those principles translate into powerful on-the-ground initiatives, community-led facilities, behaviour-change campaigns, and long-term thinking about wellbeing.

To watch a highlight clip of the interview that this article is based off, click the video below:

Who Shaun Campbell Is and What He Does

Shaun came to South Canterbury after establishing a career in sport and community development. Although he originally grew up in the North Island, his decision to move and make a home in South Canterbury grew from family ties and a deep appreciation for the quality of life the region offers. Shaun’s career path and his personal life are tightly intertwined: a love of sport, a commitment to community, and the pragmatic belief that accessible opportunities create healthier, happier communities.

In his role as regional manager, Shaun leads Sport Canterbury’s work in the district. He describes the organisation’s focus simply: we want “to get more people more active more often.” That often means working across a wide range of delivery partners — clubs, schools, health providers, local government, and community groups — to design and support opportunities that suit different ages, abilities, and interests.

Shaun’s job is not just about running programs. It’s about building systems and relationships so that sport becomes a natural and easy part of everyday life. He helps ensure that there are high-quality coaches, safe and inviting facilities, and clear pathways for people to try something new, improve their skills, and feel connected through shared experiences.

Why Shaun Chose South Canterbury

When we asked Shaun why he chose to base himself here, his answer was warm and practical. For Shaun, South Canterbury offers a way of life that’s hard to beat. It’s accessible, family-friendly, and filled with people who care about their community. The combination of natural beauty and strong local networks made the region an easy choice — for family life and for a career focused on community sport.

“Everything’s so accessible. The way of life’s just really good and the people are amazing and we’ve got some really top class facilities.”

That accessibility matters in a real way. Shaun points to the ability for families to balance multiple activities without long commutes, for children to sample different sports, and for adults to remain connected through local clubs and volunteer roles. The compact scale of the district means that the gulf between beach, mountain, and park is small — which unlocks variety and spontaneity in what people can do from day to day.

Facilities That Make Play and Sport Possible

Seeing the facilities Shaun champions gives a clear sense of why South Canterbury punches above its weight when it comes to participation. Two sites stand out in our conversation and in the district’s everyday life: CPlay Playground and the redeveloped Fraser Park. Both are emblematic of a broader approach: community-led design, accessibility, and multipurpose use.

CPlay Playground — Where play begins

CPlay Playground in Timaru is an award-winning, fully accessible playground that was driven and delivered by the community. The space is designed to welcome toddlers and teenagers alike; it invites families to stay, socialise, and play. Shaun summed it up: for us, playgrounds are where it all begins. Early experiences of play set the tone for lifelong relationships with physical activity — they are the first step in a pathway that can include organised sport, recreation, and even lifelong healthy habits.

The playground’s inclusive design matters. When a playground caters to a diverse range of abilities and ages, it becomes a meeting point for different generations and social groups. It’s a tangible place where parents feel safe to introduce their children to movement, where teens can still find social time, and where older adults can accompany grandchildren and feel part of the local rhythm.

Fraser Park — a modern multi-purpose home for rugby and more

Fraser Park, officially the home of South Canterbury Rugby, reopened in July 2024 after a major redevelopment. Shaun describes it as a multi-purpose venue: two rugby fields complemented by an indoor pavilion and community spaces. Since opening, the facility has hosted everything from CrossFit competitions and football matches to national conferences. Plans for soft-ball in the summer underline how a single, well-planned site can host diverse activities year-round.

Fraser Park exemplifies the value of investing in flexible infrastructure. By designing spaces that can adapt to different sports and events, the district gets more use, more engagement, and better value. It’s also a visible sign of local pride: when a community invests in a facility, it signals that sport and recreation matter — and that encourages greater participation and volunteerism.

Programs for Young People — Schools, Clubs, and Pop-Up Play

Shaun emphasised the breadth and quality of programs available for primary school children. Clubs and community organisations in South Canterbury are well organised and offer a wide variety of sports — nearly every sport you can think of is catered for, he says. But it’s not just clubs; schools play a central role in introducing kids to structured and unstructured physical activity.

Key elements we discussed include:

• School-based programs: From structured swimming lessons at the CABay aquatic centre with professional instructors to school-based sports delivery, children get access to foundational skills and safe learning environments.
• Targeted funds: Shaun mentions a local fund — Tū Manawa Active Aotearoa — which primary schools can access to provide high-quality opportunities tailored to what kids want to do.
• Pop-up play: The YMCA runs pop-up play sessions across different locations, which helps reduce barriers to participation and encourages families to try new activities without long-term commitments.

Those school and club-based opportunities are critical because early exposure to fun, social, and confidence-building activities increases the chance that children will stay involved in sport as they grow.

Keep It Positive — Changing Sideline Behaviour

One of the standout community initiatives Shaun discussed is the Keep It Positive campaign. Launched this year in partnership with eight regional sporting codes, the campaign targets sideline behaviour at community sports events. The message is simple but powerful: make the sporting experience for young people positive, supportive, and focused on enjoyment.

“We started a campaign called Keep It Positive. It’s really about trying to encourage and have some really proactive positive messaging for those on the sideline at our community sports, particularly around our young people.”

Keep It Positive is more than signage. It’s a collaborative movement where local people lead local messages. The campaign includes visible reminders at venues, but its strength lies in the conversations and commitments leaders, coaches, volunteers, and parents make to create an environment where children want to return and continue to participate.

Positive sideline culture matters for retention. When families and kids feel welcome, supported, and free from toxic pressure, they are more likely to remain involved. Shaun and the local sporting codes are working to ensure those cultural norms become the new normal.

Inclusive Pathways for Older Adults and Vulnerable Groups

South Canterbury’s approach to physical activity is genuinely intergenerational. Shaun highlighted a suite of programs dedicated to older adults that include strength and balance classes, falls-prevention initiatives, and aquatic sessions. These programs are often delivered in partnership with health providers and are tailored to reduce risk, promote independence, and support social connection.

Beyond older adults, Shaun outlined initiatives for other groups that face barriers to participation. Workplace wellness schemes have helped staff stay active and connected, while refugee programs have offered welcoming pathways to integrate newcomers through sport. Flexibility, responsiveness, and local leadership are the hallmarks of these efforts — they’re designed to meet people where they are, rather than expecting people to fit existing structures.

Coaches, Volunteers, and the Power of Local People

Facilities and programs matter, but Shaun is clear that people make the difference. High-quality coaches, committed volunteers, and community leaders are the engines that keep sport alive at the grassroots level. Shaun told us he’s proud of the calibre of coaches and the strength of local volunteering networks — and for good reason.

The role of volunteers cannot be overstated. Clubs across the district rely on parents, retirees, and young leaders to coach, manage teams, maintain facilities, and run events. Shaun says the community’s volunteers stepped up especially during tough times, and their continued engagement has been central to South Canterbury’s resilience.

Shaun emphasises staff development within Sport Canterbury. He described one of his proudest outcomes as watching people grow, take ownership, and then leave a lasting legacy for someone else in the community. That focus on nurturing leaders — whether they stay locally or move into broader roles — strengthens the fabric of the region’s sport ecosystem.

Challenges We’ve Faced — and How We’ve Responded

No community is immune to challenge. For Shaun, one of the toughest tests was the COVID-19 period, which posed real risks to the structure of community sport and to volunteer retention. Shaun acknowledged the uncertainty that many organisations faced about whether clubs and volunteer networks would survive prolonged disruption.

“We were really worried about the structure of sport and particularly for our community where we’re heavily relying on volunteers. But like a credit to the community, we didn’t lose too many volunteers. If anything, we probably came back stronger.”

That resilience came from the community’s deep appreciation for the role sport plays in people’s lives. Time away from organised activity highlighted how much families and individuals value those connections, and many volunteers returned with renewed energy and commitment. Shaun illustrated how adversity can become a catalyst for renewal when communities come together around shared values.

Values That Guide Our Work

Shaun’s approach is anchored in a few simple, enduring values: family, hard work, listening, and authenticity. These values are echoed in how he talks about community, in the initiatives Sport Canterbury supports, and in the way local organisations operate.

Family features prominently in Shaun’s worldview. For him, South Canterbury offers a lifestyle that supports family time and allows children to try multiple activities without heavy travel. Working hard and doing things well is another pillar. Shaun described a local culture of commitment — people who give their best, which in turn makes the community a better place.

When asked what advice he’d give to a young business leader — a question we always ask of people who lead in community organisations — Shaun encouraged listening and authenticity:

“Just be really open to listening to everybody and then learn who you are and stay true to yourself.”

That advice isn’t limited to leading a business; it’s a practical principle for anyone working in community sport, coaching, or volunteer leadership. Strong listening builds better programs, ensures we are responsive to needs, and helps us build trust with the people we serve.

Why South Canterbury Is Ideal for Families and Sportspeople

We asked Shaun what he would say to someone thinking about moving to the region, especially to families with sporty kids or people for whom sport is central to their lives. Shaun’s answer is an unequivocal invitation: come and make South Canterbury your home.

“If you’re ever in doubt of something to do sportwise, reach out to us at Sport Canterbury. We can point you in the right direction… we’re blessed with everything from the Alps to the ocean and every sport in between.”

The geography is a big part of the appeal. Shaun highlighted the easy access to beaches, mountains, and trails — in a single day you can surf in the morning and be on ski slopes within an hour. That variety removes barriers to trying new activities and keeps life exciting for families and athletes alike.

Equally important is the availability of coaches and structured pathways. In many regions, high-quality coaching is concentrated in metropolitan centres; in South Canterbury, Shaun says we’re fortunate to have coaches who can nurture talent and help kids (and adults) build skills, confidence, and a love of sport.

How Sport Canterbury Helps Newcomers Plug In

Making a new place feel like home is often about connections. Shaun stressed that Sport Canterbury’s role includes acting as that connector: if someone is unsure where to begin, they can reach out and be directed to a club, a programme, or a local initiative that suits their interests and circumstances.

The organisation’s ability to point newcomers in the right direction — whether they want to join a local rugby club, try a community netball session, find a coach for their child, or access strength and balance classes — reduces friction and increases the chance that people will engage and stay engaged.

Shaun also noted the value of networks like the South Canterbury Chamber of Commerce for not-for-profits. He described the Chamber as a source of education and networking that has given Sport Canterbury and its staff access to courses and learning opportunities that support organisational growth and sustainability.

“The networks created and the education opportunities for us as a not for profit to learn off some other really successful business people in our community has been amazing.”

Looking Ahead — Growth, Inclusion, and Legacy

Shaun’s vision combines practical goals with a long view on legacy. Practically, that means continuing to deliver high-quality programs, supporting facilities like Fraser Park and CPlay Playground, and nurturing volunteers and coaches. On a deeper level, it means ensuring sport continues to be a vehicle for community development: a place where people form friendships, learn to work together, and build resilience.

Final Thoughts and Shaun’s Advice to Young Leaders

As we wrapped up our conversation, Shaun offered a simple piece of advice for young business owners and community leaders: listen widely and be true to yourself. That counsel reflects both the practical demands of leadership and the humane values needed to build resilient community organisations.

“Just be really open to listening to everybody and then learn who you are and stay true to yourself.”

We walked away inspired by Shaun’s energy, his genuine affection for the district, and the practical ways Sport Canterbury is making activity accessible and enjoyable. From a world-class playground where the youngest children find joy to a modern stadium that hosts regional events, Shaun’s work is woven into the visible fabric of South Canterbury. His conviction that there’s “something out there for everyone” speaks to a region where sport is more than competition: it’s community, connection, and wellbeing.

How to Get Involved

If you’re curious about the programs Shaun described, or if you’re thinking about moving to South Canterbury and want to explore options for your family or your business, reach out to Sport Canterbury. They can point you to clubs, coaches, school programmes, and community initiatives that match your interests and needs. We encourage you to explore the playgrounds, the parks, and the many local groups who make sport in South Canterbury a welcoming and vibrant part of everyday life.

We’re proud to count people like Shaun among the leaders who make our district special. His story is a reminder that great facilities and smart programmes are only part of the equation — it’s the people who give community sport its heart. If you want to be part of that heart, there’s a place for you here.