Founding Director
Ngāti Awa, Ngāpuhi, Ngai Tuhoe

Reuben Araroa is a leader grounded in his whakapapa and inspired by the wisdom of his ancestors. Raised in a small rural community during a time when Te Ao Māori was marginalised, he developed a lifelong passion for integrating Te Ao Māori values within a leadership context.

At 16, Reuben’s leadership potential was recognised when he was accepted into the NZ Regular Force Cadet School in Waiouru. Known as a premier training ground for the future people leaders of the New Zealand Defence Force, this full-time military academy instilled the principles of discipline, service, and people-focused leadership. He would also serve with the 1st Royal New Zealand Infantry Regiment before transitioning into senior leadership roles across Forestry, Pulp & Paper, Logistics, and Transport Infrastructure sectors focused on operational excellence.

Currently, Reuben serves as the Chief Executive of Te Rūnanga o Ngāti Awa and is the Founding Director of Whakaaro, a leadership development company that blends Te Ao Māori wisdom with contemporary methodologies.

A certified Director (IoD) his governance roles have included Chair Te Moana a Toi Aquaculture Working Group, Chair Omatariua Land Trust, Chair Ngāti Hamua, Chair Rangitaiki College, Co-Chair Whakatāne FutureProof.

Reuben’s leadership ethos is grounded in his ability to grow others, build bridges across diverse sectors, and champion the values of kotahitanga, manaakitanga, and whanaungatanga. His journey from a small community in Te Teko to a national leader exemplifies his commitment to empowering individuals and organisations to achieve their full potential.

Managing Director
Ngāpuhi, Croatian

Ria Apiata is the powerhouse behind Whakaaro Leaders. With a dynamic career across infrastructure, transport, logistics, events, and education, she has spearheaded initiatives with industry giants including KiwiRail, Toll, The Warehouse, Cadbury, and Peek, alongside iconic New Zealand events like The Food Show.

Ria earned an MBA from the University of Auckland and a degree in Business Management with a major in Operations Management. As a practitioner in DISC profiling and experience learning about human behaviour, Ria has honed her expertise in understanding what drives people and teams to perform at their best. Her executive leadership coaching training further enhances her ability to guide leaders in unlocking their potential and driving impactful change.

Grounded in her Ngāpuhi and Croatian heritage, Ria’s leadership is driven by passion, purpose, and cultural connection. She’s recently taken bold steps to reclaim her reo Māori, underscoring her dedication to her identity and to inspiring others to embrace their own journeys of growth and empowerment.

Ria has successfully led large teams and multi-million-dollar operations, as a leader who delivers results while lifting those around her. Her governance portfolio spans the New Zealand Utilities Board, Whenua trusts, board and advisory positions to schools.

With a straight-talking, supportive style, Ria empowers others to uncover their potential and rise to meet challenges. She is relentless in her commitment to creating meaningful, lasting change for individuals, whānau, and communities—proving that exceptional leadership doesn’t just inspire; it transforms.