‘It Pays to Play’: The Emergence of Innovative Planning, Occupational Devotion, and Lifestyle Entrepreneurship in Aotearoa/New Zealand

In terms of community-focused sport provision, the Aotearoa/New Zealand market place has traditionally been dominated by the small- to medium-sized, volunteer run, not-for-profit incorporated society. A change in consumer behaviour habits over the past couple of decades, however, has led to the emergence of lifestyle entrepreneurs hoping to turn their past experiences and personal passions into a sustainable full-time profession. This chapter connects the principles of occupational devotion, innovative planning, and lifestyle entrepreneurship. It also offers an innovative insight into their adoption at a local community level. A provocative piece of critical analytical practice (CAP), reveals the inspiration and innovations behind the Auckland Beach Series (ABS), a profitable summertime fixture that has been routinely attracting hundreds of serious leisure enthusiasts for over a decade. The staged monologue identifies the significance of using one’s personal strengths and established social networks, especially when proactively seeking and sustaining resources (human and financial). The recommendations illustrate importance of establishing a reputation for offering a professionally delivered community service that meets the ever-changing needs and expectations of local investors, volunteers, and the family-orientated serious leisure consumer.