Profound Group

10/08/2026

Celebrating 10 Years with Registered Master Builders 🏠🔨

This year marks a pretty special milestone for our Managing Director, Isiah Reynolds 10 years as a member of Registered Master Builders.

Over those 10 years, Isiah’s involvement has gone well beyond simply being a member.

He’s had success through the House of the Year competition, including a Gold Award, Regional Award and Lifestyle Award for Kitchen Design.

He also spent more than four years serving on the Taranaki Master Builders Executive, including being involved as a Regional Head Judge for the practical challenge of the Apprentice of the Year competition.

But probably one of the things he’s most proud of is encouraging the next generation of builders coming through Profound to put themselves forward and have a crack at Apprentice of the Year. Over the years, most of our apprentices have stepped up and entered the competition.

Last year was an especially proud moment, with Jade Murray winning the Central North Island Apprentice of the Year and going on to place 3rd nationally. 🥉👏

Ten years has brought plenty of projects, challenges, achievements, friendships and opportunities to give something back to the industry.

A big mihi to Registered Master Builders for the continued support over the past decade and for the work you do supporting our industry and the next generation of builders.

Here’s to the next 10. 👊🏽

Ngā mihi nui

01/07/2026

A Vision Years in the Making
There are projects that build buildings.
Then there are projects that help build the future of a community.
For the past 2½ years, the journey to bring Te Paepae o Te Raukura at Parihaka to life has been about far more than design and construction. It has been about listening, building relationships, sharing whakaaro, and ensuring every decision reflects the aspirations of the people who will call this place home.

There have been countless hui, hundreds of conversations, and many hours spent refining every detail. Every line on the plans represents the voices of those committed to creating something that will serve Parihaka for generations to come.

Today, we're incredibly proud to say...

Construction has officially begun.

When complete, Te Paepae o Te Raukura will be a 1,000m² purpose-built marae complex, thoughtfully designed to honour tradition while embracing the needs of future generations. At its heart will stand a 320m² wharenui, providing sleeping accommodation for 99 people—a place where whānau can return home, where stories will be shared, where tikanga will be upheld, and where future generations will continue to strengthen their connection to Parihaka.

Connected by generous covered walkways and gathering spaces, the complex also features a spacious wharekai capable of seating 144 people in a single sitting, alongside a modern commercial kāuta designed to support the incredible mahi of our ringawera. With dedicated preparation areas, serving spaces, accessible facilities, a parent room, and welcoming communal areas, every part of the building has been designed with manaakitanga at its core.

This journey has been made possible through genuine collaboration.

Over the past two and a half years, Isiah Reynolds of Profound Group and Hayden Whelan of Taupua have worked tirelessly alongside the Trustees of Te Paepae o Te Raukura Trust, kaumātua, whānau, ETCH Architects, consultants, and the wider project team to achieve the very best outcome for Parihaka. Every challenge has been approached together, every decision carefully considered, and every milestone reached with one shared goal—to create something that will stand proudly for generations.

Now, after years of planning, the sound of conversation around meeting tables has given way to the sound of construction on site.

Over the next 13 months, we'll have the privilege of watching this vision rise from the whenua.

For Profound Group, this is far more than another project. It is an honour to help deliver a place that will strengthen whakapapa, foster learning, celebrate culture, welcome whānau home, and stand as a lasting legacy for the people of Parihaka.

He whare ka tū hei taonga mō ngā whakatipuranga e heke mai nei.
A house that will stand as a treasure for the generations yet to come.

Ngā mihi nui to everyone who has walked this journey with us so far. We're honoured to continue walking alongside you as this remarkable kaupapa becomes a reality.❤️

30/06/2026

Four apprentices. One challenge. Plenty of courage. 💪

Last week, four of our Profound Group apprentices stepped up to compete in the 2026 Registered Master Builders CARTERS Apprentice of the Year – Central North Island Regional Practical Challenge, hosted at Carters New Plymouth.

Competitions like this aren't just about building timber projects—they're about building confidence, resilience and professionalism. It takes real courage to put your skills to the test alongside some of the best apprentices from across the region.

A huge congratulations to:
🔨 Max Horton
🔨 Noah Lock
🔨 James Mora
🔨 Kace Crofskey

We're incredibly proud to announce that three of our four apprentices have made the Top 10 in the Central North Island! 👏

This follows in the footsteps of Jade Murray, who won the Central North Island Regional Challenge before finishing 3rd in New Zealand at the national finals. Seeing our apprentices continue to raise the bar is something we're extremely proud of.

The Master Builders CARTERS Apprentice of the Year is New Zealand's premier competition for carpentry apprentices, recognising excellence in practical skills, technical knowledge, communication, leadership and professionalism. It's a fantastic opportunity for apprentices to challenge themselves, grow their confidence and showcase the future of our industry.

At Profound Group, investing in our apprentices is investing in the future of construction. Watching these young builders step outside their comfort zones and represent themselves, our company and the trade with pride is what it's all about.

Congratulations to all four of you—you've already done us proud.

Now we wait to see what the next stage brings... 👀

Ka mau te wehi!

20/06/2026

20/05/2026

Big things happening in Ōkato....Wano Building

06/05/2026

A kitchen that delivers on both form and function 👌

This one came together beautifully crafted, built, and installed by the team at Elite Kitchens, with a sharp eye for detail right across the board.

From the deep navy cabinetry paired with warm timber accents, through to the clean white engineered stone benchtops every element has been carefully considered to create a space that feels both modern and timeless.

Key features:
• Custom cabinetry with a bold navy finish
• Warm timber detailing throughout for balance and texture
• Seamless handle design for a clean, refined look
• Engineered stone benchtops with generous prep space
• Integrated appliances for a streamlined finish
• Feature island with curved timber panelling — a real centrepiece
• Pendant lighting tying the whole space together
• Functional layout designed for everyday living and entertaining

At Profound Group, we’re proud to have delivered the full build — managing the project end-to-end and working closely alongside both the client and Elite Kitchens to bring this vision to life.

It’s always about the end result — but more importantly, the process and partnerships that get you there.

Awesome outcome for all involved 👊

05/05/2026

Big push on site today 💪
Kalem and Jade getting stuck in, working side by side to lock in all timber piles ahead of inspection. Good to see the next generation stepping up and putting in the mahi 👷‍♂️
Everything tracking well for inspection, with concrete pour lined up for tomorrow — momentum building nicely.
Proud of the crew getting it done 👊

22/04/2026

Kua tīmata te kaupapa. The mauri has been laid. The journey begins.

We’re proud to announce that Profound Group has been confirmed as the main construction partner for Stage One of the Ngā Pekanga Housing Development in Waitara a kaupapa-led vision delivering safe, warm, and connected homes for our kaumātua and community.

This isn’t just another build.
This is legacy work.

Recently, we stood alongside whānau for the laying of the mauri kōhatu grounding the project in wairua, tikanga, and purpose before the first shovel hits the ground. A powerful moment that reflects what this development truly represents.

The wider vision often referred to as Wisdom Village — will bring together a community designed to support connection, wellbeing, and mana motuhake for generations to come.

At Profound Group, we don’t take this lightly.
We’re here to deliver with integrity, respect the kaupapa, and build something that genuinely matters.

A huge acknowledgement to some of our project partners helping bring this vision to life:
• Boon – Lead Designer
• BTW Company – Project Engineers
• Toi Foundation – Funding support

Ngā mihi to the trustees, whānau, and everyone involved — we’re honoured to walk this journey alongside you.

Built with purpose. Built with people. Built for generations.

20/04/2026

🔥 PROJECT COMPLETE | ROBERT HARRIS REFRESH 🔥

We’re proud to bring this one home.

A full interior transformation for Robert Harris — bringing the space back in line with their future brand vision, while lifting the overall customer experience to another level.

From the moment you walk in, it hits different.
Warm timber finishes, clean modern lines, and a layout that just flows — all designed to create a space that feels premium, inviting, and built to last.

💡 Highlights:
• Feature timber counter with rich, layered textures
• Clean, modern lighting that lifts the entire space
• Seamless indoor/outdoor connection with that unreal outlook
• Refined seating zones for both quick stops and longer catch-ups
• High-end finish throughout — no corners cut

This one didn’t come easy…

⏱ Tight programme
🚧 Limited access in a busy centre city mall
🌙 Majority of works delivered after hours

But that’s where our team thrives.

Delivered on time, on budget, and to a level we’re proud to stand behind.

Big shoutout to everyone involved in making this happen — quality like this is always a team effort.

If you’re in town, go check it out 👇
Grab a coffee and see the detail for yourself.

Built for the way people live, meet, and connect.

09/04/2026

More than an entrance. A statement.
Our waharoa at Profound Group reflects who we are — connection, identity, and purpose.
Designed by Matiu Awarāwhiti
Brought to life by Speedy Signs New Plymouth
Grounded in our values. Built with intent.