Mount CrossFit co-owner Gruelling gym sessions are core to sports training - now a hugely popular fitness programme is elevating the workout to a competitive sport in itself.
Often described as "the world's fastest-growing training method" or similar, CrossFit is booming internationally and drawing new converts in Tauranga.
Featuring prescribed sessions of weight-training and other exercises to be completed as quickly as possible, CrossFit spurs participants on through rivalry and a race against the clock.
Establishing Mount CrossFit at Owens Place in June, co-owners Luke McGruen, Mahdi Te Heuheu and John Templeton first tapped in to the new fitness phenomenon in their previous jobs, as physical training instructors with the New Zealand Army.
The trio were soon sold on its mix of highly varied workouts and group dynamics - which inspire competition and mutual support equally, McGruen says.
"The whole idea is to get the results of personal training at a low cost and in a group environment.
"It's super high-intensity, on the other hand it's scaled right through the levels of ability.
"You can have a class of 30 people, all of different strengths," McGruen says.
Those who have signed up at the Mount centre range from women who initially struggle to run 100m to hardcore fitness enthusiasts, Te Heuheu says.
"When people join we expect they won't know how to do squats and other techniques.
"We can quickly work out the right weight loadings to start them off on, and keep boosting it from there."
Last Saturday, the sweat was running thick and fast at the Mount gym, where many of the country's keenest CrossFitters slogged it out in the inaugural Mount CrossFit Teams Competition.
Thirty-two four-person teams - comprising two men and two women - tackled three intense workouts of between three and 25mins, with points based on finishing time.
The top two teams enjoyed a final face-off involving a 400m run and a 100m sled run in pairs with weights added to the sled, followed by tyre-flipping with large tractor tyres - all while wearing breath-restricting gas masks.
The finals action then moved inside for yet another punishing weights-and-exercise regimen.
Muscling in on the trophy was Team Mana from Palmerston North, featuring CrossFit Mana owners Aaron and Jenn James, along with members Connie King and Deejay Waiwai.
Any doubters ready to dismiss CrossFit as a fitness fad have All Black front-row powerhouses Ben and Owen Franks to contend with.
Regarded as the strongest ABs - and known to squat 420kg - the brothers are founders and owners of Reebok CrossFit Canterbury.
Recent rebranding of the centre or "affiliate" in partnership with the sports and footwear giant follows Reebok's adoption last year of Crossfit as one of its sponsored sports. US$US$