How Ryan Martin led Northland’s Historic Ranfurly Shield Win

Northland have done it.

For the first time since 1978, the Ranfurly Shield is heading back to Northland after a stunning 36–12 victory over Canterbury in Christchurch.

And in this episode of Coaching Culture, Northland Head Coach Ryan Martin takes us inside exactly how they did it.

With around 90% of the betting reportedly backing Canterbury, Ryan explains how Northland built genuine belief when almost nobody outside their environment expected them to win.

We go inside the week leading into the game: the 1978 photo Ryan put on the screen and left there in complete silence, the language he used to build belief, the importance of removing “white noise,” and the unusual tactical ideas designed to create what he calls “shock and awe.”

Ryan also explains why:

• “Confidence is belief × evidence.”
• He wrote every player an individual letter before the game.
• Northland deliberately embraced the attention and emotion surrounding the Shield rather than hiding from it.
• Their “Taniwha Magic” became a genuine tactical weapon.
• Coaches should “capture someone doing something good” if they want to change behaviour.
• The connection between this team and the Northland community matters so much.

This isn't just the story of winning a rugby match.

It's an incredible insight into how a coach prepares a team for one of the biggest occasions of their lives, creates belief in an underdog, and gives players the freedom to embrace the moment rather than fear it.

Ryan Martin. Northland. Ranfurly Shield holders.

A very special episode of Coaching Culture.

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✅ About Coaching Culture with Ben Herring.

Welcome to Coaching Culture, where I host candid conversations with top rugby coaches and leaders from across industries to explore what it truly takes to build lasting, high-performing cultures. In each episode, we go beyond strategy to discuss trust, leadership, emotional intelligence, and the values that drive long-term success. From international rugby to grassroots sport, I aim to offer insights that will inspire and educate coaches and leaders everywhere.

My focus is on the cultural side of coaching – how to connect with people, deliver impactful messages, and create environments that foster growth. Whether you’re a rugby coach or a business leader, you’ll find valuable lessons. Join me to learn how we coach, lead, and create high-performance environments.

🔔 If you're looking for coaching & leadership skills, hit ! Stay tuned for candid conversations, expert insights, strategies, & inspiring stories.
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