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.