A crash on Pukuatua St caused people to rush out of their shops to help a man who "went flying" off his motorbike.
The crash, between a ute and a motorbike, happened just before 11am today near the Work and Income building between the intersections of Amohia and Tutanekai Sts.
St John Lakes area territory manager Steve Lynch said a man in his 40s was taken to Rotorua Hospital in a moderate condition.
The motorcyclist lay on the ground in the recovery position being treated at the scene before being taken to hospital.
Witness Ford Rangirangi said he saw the collision.
"I heard the bike coming from down the road."
The bike then collided with a ute.
"The guy (on the bike) went flying when he was hit and then everyone rushed out to help him."
The road went down to one lane but traffic continued to flow.
A Lakes District Health spokeswoman said there was no condition update available for the man this afternoon.
Senior Sergeant Malcolm Collins of the Bay of Plenty District Command Centre said police were investigating the cause of the crash.