A 21-year-old man was airlifted to Tauranga Hospital after a serious quad bike accident.
TrustPower Tect Rescue Helicopter pilot Todd Dunham said the man received serious back and abdominal injuries after coming off his quad bike at speed near the Matata end of Pukehina Beach.
The helicopter crew received the callout about 12.45pm on Saturday.
"It was a group of guys having a play around on those racing quads,'' Mr Dunham said.
He said the man would have been doing about 100km/h when the accident occurred.
Pukehina firefighter Peter Bayer said they were called to the accident about noon.
The man had rolled his quad bike on the beach about 300-400m from the end of Rogers Rd, he said.
Friends of the man ferried the firefighters to the injured man on their quad bikes.
"We administered first aid and waited for the ambulance to come and then they helicoptered him out,'' Mr Bayer said.