Company of heroes: Wllie Apiata's new gig

Willie Apiata and Monty Betham at the recent DB Breweries bash on the Gold Coast. Photo / Supplied

Wllie Apiata stunned his SAS comrades with his bravery on the battlefield - and as he prepares to unleash his sporting skills at the World Masters Games the war hero has also been wowing members of the New Zealand workforce with a series of inspirational talks.

In recent weeks Apiata wowed audiences on the Gold Coast and Auckland with tales of his derring-do.

Apiata became the only living Kiwi to hold the esteemed Victoria Cross in 2007, when he was recognised for bravery under fire in Afghanistan three years earlier.

He was rewarded for carrying a gravely wounded soldier across a battlefield - under fire - to safety and the following year, he succeeded Sir Edmund Hillary as the "most trusted New Zealander".

Kiwi boxer Monty Betham introduced Apiata at DB Breweries' annual conference on the Gold Coast earlier this month. He said the military hero went down a storm with the DB employees.

"Willie was the surprise guest and no one knew he would be speaking," Betham told the Herald on Sunday. "When I announced he was appearing, 350 people got to their feet and stood in silence as he entered the room.

"Then the place burst into applause before he had even said a word. The respect in the room was overwhelming and Willie is a natural born speaker."

Apiata also thrilled hundreds of employees at the Ray White Real Estate national conference at Auckland's SkyCity at the end of last month.

"The way Willie told his story was incredible, it was very heartfelt and humble," Ricky Cave said. "I have heard Arnold Schwarzenegger speak at a conference and Willie was just as inspiring."

Apiata isn't expected to undertake any further speaking engagements for a while, but he looms as probably the biggest name entered in a World Masters Games rugby competition that will also feature a handful of former All Blacks later this month.

At the Masters Games, he will turn out for the Team Barfoot & Thompson (over 30s), who open their campaign - ironically, for Apiata - against the NZ Defence Force (over 40s).

Twenty teams will contest the men's 15-a-side rugby competition over three grades (30+, 40+, 50+), starting Saturday, April 22, with finals scheduled for Wednesday, April 26 at Pakuranga's Lloyd Elsmore Park.

Kiwi sports stars are also cashing in on the lucrative speaking circuit - and the British and Irish Lions tour is set to be big business for ex-All Blacks and other rugby high-flyers.

Payments as high as $50,000 to top stars are a sign that success in their chosen arena doesn't just gain them national adoration, medals and full trophy cabinets.

Top of the list is former All Black captain and two-time Rugby World Cup winner Richie McCaw, who can earn up to $40,000 a pop for speaking engagements.

And that could go up to as much as $50,000 in the Lions tour, beginning in June.Other RWC-winning captains John Eales, Francois Pienaar, Nick Farr Jones, David Kirk and Sir Martin Johnson earn up to $50,000 a speech during a cup campaign.

Former All Black and Sevens star Eric Rush is one of the best on the speaking tour, pulling in $5000 a night. Do the math on that for 30 speeches a year, a tidy $150,000.

Recent Olympic and Paralympic heroes are also doing well on the speaking circuit.

Medallists Eliza McCartney and Lisa Carrington get $5000-$7500 a pop.

And those wanting to book Liam Malone to hear about his inspirational journey to Paralympic success pay him about $5000 a speech.