A new business launched on Wednesday night is partnering athletes with brands and managers to help them champion community causes later in their careers.
WeAreTenzing was co-founded by X-Games medallist Brooke Howard-Smith, Ernst and Young Entrepreneur of the Year Dr Sam Hazledine, former All Black Adam Thomson and social entrepreneur Derek Handley.
CEO Mr Howard-Smith says the group helps brings together the roles of coach, manager, storyteller and financial advisor.
"WeAreTenzing connects these roles together, pooling their expertise to make a bigger impact for the athlete, and for the companies wanting to invest in their success."
He says there are several athletes wanting to use their talents to make a positive impact for their fans and their communities.
"At the same time, businesses are looking for causes to support that mean something to them, and want an authentic voice to champion that cause."
All Blacks and Blues flanker Steven Luatua (L) with WeAreTenzing co-founder Brooke Howard-Smith (Supplied)
Dr Hazledine says the company was inspired by Tenzing Norgay - the Sherpa mountaineer who helped Sir Edmund Hillary reach the summit of Mount Everest - because Sir Edmund "couldn't have done it alone".
"In fact, his greatest achievements came later in his life. Many athletes suffer from an identity crisis and wonder what they will do when they've passed the pinnacle of their active career."
Dr Hazledine will help provide financial resources to the company's sporting talent.
Watch the video for the full interview with Brooke Howard-Smith.