If there is one thing Ray Watson loves doing it's watching young people enjoy playing rugby and seeing them become keen players when they have grown up.
But there is one thing he can't tolerate - it's abuse from the sidelines at games.
The Rotorua man, who has three children, including two sons who play rugby and a daughter who is an avid sideline supporter, was recently awarded a Rotorua District Council community leadership award for his work within rugby circles.
Mr Watson, who is chairman of the Central Bay of Plenty Junior Advisor Board and is former chief executive of the Lakes District Health Board, has supported his two sons, Jordan, 21 and Tahu, 11, through the sport.
Their greatest supporter is their 26-year-old sister Marianna, Mr Watson said.
In recent seasons, Mr Watson has helped bring clubs together and put together a junior rugby strategic plan to help young people to develop a "lifelong love" of rugby.
Negative sideline behaviour is one thing he can't stand, he says.
But, he said, things had changed a bit by the growing number of parents and spectators supporting children "positively" at games held at Boord Park every Saturday.
"People are saying they are running things well ... we used to get 200 to 300 people on the sidelines at junior rugby, now we have between 500 and 600. The sidelines are packed. It's fantastic."
Central Bay of Plenty Junior Advisor Board is pioneering the way with a strategic plan developed to help foster a love for the game in young players and to ensure players stay with the game. "We have an incredible outfit running the show ... we want this rugby experience to be a wonderful experience so they will stay ... now every child will be required to be coached to develop their skills ... we will help [coaches] to teach the skills. We have to commit to the skills schedule."
The organisation is running a pilot Sevens Rugby programme on a Monday night which is proving popular, Mr Watson said.
"We had 11 under-11 to under-13 teams ... we intend that will grow. They love Sevens. It hasn't been an option previously."
The aim was now to encourage more women to pick up Sevens and play, he said.
Meanwhile, Mr Watson has been nominated by the Bay of Plenty Rugby Union for the Steinlager Rugby Awards Charles Monro Volunteer of the Year Award.
Winners will be announced on December 14.