For weeks motorists driving past 502 Grey St in Hamilton East have had their curiosity piqued by the emergence of a prominent new "Athletes House" sign.
And now the exact nature of the new business in the old Cycology building next to the Cathedral of the Blessed Virgin Mary can be revealed.
Athletes House is a ground-breaking new purpose-built Hamilton training facility which will offer aspiring sportspeople the type of high performance support previously only available to elite nationally-carded athletes.
Athletes House opens its doors on July 13, as a privately run platform seeking to fill the void between those athletes already well catered for through High Performance Sport New Zealand, and young and club-based sportspeople trying to break through to the next level.
Membership is open to all athletes, whether they are aspiring to reach the Olympic podium, a world or national championship title, a personal best at their next event, or just want to train to the best of their ability.
It's the initiative of four partners - sports consultant Crystal Kaua and her rugby coach husband Brent; sport scientist and Olympic lifting coach Shaun Paterson, and strength and conditioning coach Zara Powell.
Athletes House will fill a major gap on the sports landscape, in offering best-practice training programmes in conjunction with sports science, nutrition, and sports psychology, at grass roots level.
"We are passionate about providing pathways for those sitting outside of high performance programmes from high schools to club to provincial and beyond," Crystal said.
"This is an athlete-focused training facility for those who are serious about their sport and seeking to become high performers. Athletes House is not just as a place to work out, but somewhere that you can be fine-tuned to become a better athlete."
Paterson said training with Athletes House would see development of basic physical literacy, movement proficiency and optimal speed, agility and quickness.
"Our training systems and methods are scientific, comprehensive and can be easily adjusted to suit the age, development and ability of all athletes."
Features of the complex include an indoor two-lane, purpose-built synthetic 30m running track, a fully rubberised free training space and all the fundamental strength and conditioning essentials.
Athletes House also offers Olympic lifting, with an option for individualised coaching, while members will also have access to leading sports psychologist David Galbraith (Chiefs, All Black Sevens; Football Ferns; WBoP Magic) four times a year in a workshop setting.