Hunter region seniors living provider Principle Living has appointed Newcastle Knights head coach Justin Holbrook as its inaugural brand ambassador. The partnership comes as the locally backed developer expands its footprint across the region, with projects currently under construction in Medowie and Cessnock.
Principle Living specialises in retirement villages and land lease communities designed for the over-50s market. The company’s current portfolio includes the Blueheath at the Bower development in Medowie and The Hermitage in Cessnock, with further communities planned for Maitland and Fern Bay.
Justin said the role offers a way to engage with the Hunter community outside of professional sport while highlighting lifestyle options for retirees.
“The fact that Principle Living is a locally backed business was important to me as well,” Justin said.
“They have a real focus on the Hunter and the people who live here, who I have always found to be incredibly friendly and supportive. It’s the people that make this region. They’re welcoming, down to earth and they love their rugby league – they’ve got all the right ingredients for a good life.”
Director of Principle Living, Michael O’Brien said the appointment aligns with the business’s focus on regional identity and community connection.
“Justin understands what makes the Hunter special while his role as a high-profile coach also makes him a very relatable figure for the local community,” Michael said.
“While Justin is still very much in the middle of a successful coaching career, he has a strong appreciation for the importance of wellbeing, connection and support as people move through different phases of life.”
The ambassadorial role is intended to increase awareness of downsizing and land lease models, which allow residents to maintain independence within a community setting. Justin noted that the Hunter region’s infrastructure and amenities make it an increasingly popular choice for those entering the next stage of life.
“The communities that Principle Living creates give residents the chance to live among like-minded people, stay independent and enjoy that next stage of life,” Justin said.
“You see it in sport all the time – people perform at their best when they’re engaged, part of a team and have a sense of purpose. It’s a great place to live a more relaxed and connected lifestyle without giving anything up.”
Justin, who returned to Newcastle late last year to lead the Knights, said his primary focus remains on the club and the regional community.
IMAGE | Principle Living appoints Newcastle Knights coach Justin Holbrook as brand ambassador
