Principle Living is proud to announce the appointment of Newcastle Knights head coach Justin Holbrook as our inaugural brand ambassador.

Awell-known figure in Australian rugby league and a former Knights player, Justin returned to Newcastle late last year and is a passionate advocate for the Hunter region and its people.

Justin, 50, said working with Principle Living gives him the opportunity to connect with the local community beyond football while raising awareness of the options available for today’s retirees.

“The fact that Principle Living is a locally backed business was important to me as well,” he 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.”

Principle Living creates retirement villages and land lease communities for downsizers seeking a secure, low-maintenance lifestyle, supported by a team with decades of experience working with older Australians across the region.

Principle Living Director Michael O’Brien said Justin’s connection to the Hunter made him a natural fit for the role.

“Justin understands what makes the Hunter special, and 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.”

Justin said helping to raise awareness of downsizing options was an important part of the role.

“A lot of people don’t necessarily know what’s available to them as they get older,”he said.

“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.

“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.”

Having returned to Newcastle, Justin said it was no surprise to see more Australians choosing the Hunter region as they enter retirement.

“It’s not as busy as the capital cities, but you’ve still got everything you need,” he said.

“You’ve got access to great health services, the airport, golf courses, the beaches and, of course, the wineries.

“It’s a great place to live a more relaxed and connected lifestyle without giving anything up.”

Justin said his focus was firmly on delivering for the Newcastle Knights and the region he calls home.

“Coaching the Knights is something I’ve wanted to do for a long time,” he said.

“I’ll do my best for the club and the Hunter region.”

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