To become the world’s trusted coaching marketplace, where players invest in their game, and coaches earn from their expertise.

John has spent his career at the intersection of coaching, education and leadership, working out how people learn faster and perform better. He trained in sport science and represented New Zealand internationally alongside fellow Apturo founder Warren Cheetham, before a career that took him from riverbanks to boardrooms.

He has founded education businesses, built public-private partnerships between universities, industry and government, and led large organisations through change, as Chief Executive of WITT, and as National Director of Workforce Planning and Development for Health New Zealand. The through-line is the same in every role: connect people, build high-performing teams, and use education and technology to solve real problems.

At Apturo he is focused on a marketplace where coaching knowledge is discovered, validated and commercialised, so every player can reach the right coach for the right skill, and every coach can build a sustainable business from what they know.

Steve played professional cricket through the 1990s before moving to the other side of the boundary rope. He coaches in Eastbourne, and Apturo started on one of his practice sessions there: he could see when a batting or bowling action wasn't quite right, but naming the exact fault, and knowing the drill that fixes it, takes specialist expertise most community coaches don't have.

The rest of his career has been spent in software quality: test lead on farm management, border and metering systems at Fronde, then Fujitsu, and the last nine years at Overseer. His job, put simply, has always been to find where software breaks before anyone else does.

He brings both to Apturo. Every feature gets judged against the coach standing on a wet field with a phone in one hand: if it doesn't work first time on the sideline, it isn't finished.

Warren raced in the New Zealand kayaking team from 1988 to 1996, competing at three world championships and multiple world cups, years spent on the national team alongside fellow Apturo founder John Snook. It is where he learned what the right coaching cue at the right moment does for an athlete, and how rarely it arrives.

He has built software ever since: front-office trading systems for banks in London, reporting products at Xero and Spotlight Reporting, and full-stack work on Overseer's environmental modelling platform. React, .NET and PostgreSQL are what he reaches for.

At Apturo he builds the product: the video pipeline, the review tooling and the marketplace itself. His aim is to make the technology disappear: a coach should record, annotate and publish expert feedback without thinking about the software, and a player should simply get the answer.