The area code is 07, and the population is approximately 100 residents. The local economy is primarily supported by farming, including sheep, dairy, and kiwifruit.
Black Ferns co-captain Ruahei Demant (Te Whānau-ā-Apanui, Te Whakatōhea, Ngāti Awa) humorously remarks, "It's not even a town. We don't have Wi-Fi reception, and the nearest pub is an hour away."
Despite these humble beginnings, the 30-year-old first five-eighth is set to become only the third Black Fern, after Kendra Cocksedge and Seiuli Fiao'o Fa'amausili, to play 50 Tests for the Black Ferns during the Rugby World Cup semi-final against Canada at Ashton Gate in Bristol, 6am Saturday (NZT).
Even before her 2,619-day tenure as a Black Fern started in a 31-11 victory over Australia in Sydney on August 18, 2018, she had recovered from two ACL surgeries.
Additionally, she emerged stronger from the disappointing 2021 Northern Tour, ultimately becoming the unexpected captain of the Rugby World Cup-winning team at Eden Park in 2022. Since then, she has grown into a mature stateswoman, or wāhine toa, of New Zealand rugby.
With such success and longevity, has Demant's approach to leadership changed?
"I hope I haven't changed too much," she says. "I'm very grateful for the great group of leaders who lead in different ways. There is a lot of diversity in our leadership group, so much of the responsibility you'd assume co-captains have, I don't feel, because of the strong leaders surrounding us."
Demant describes herself as a collaborative captain, emphasising the importance of hearing everyone's opinions to ensure that all voices are acknowledged. "Like most rugby players, leading through actions is the easiest way," she adds.
One of six siblings, Demant grew up playing football and attended kōhanga reo (preschool) and kura kaupapa (school) speaking Te Reo Māori.
Her upbringing was deeply rooted in her community and marae, where core values such as pumau (loyalty), pakari (strength), whakapono (faith), māia (courage), and humaria (humility) were instilled in her.
Those values proved extremely useful when the family sold their crayfish quota and relocated to Auckland when Demant was 12. She quickly discovered that she was a natural leader and rugby player. As Head Girl at Mahurangi College in Warkworth, Auckland, she debuted for the Auckland Storm in the Farah Palmer Cup as a teenager in 2013.
Despite suffering two ACL injuries, Demant was still a key player on three Premiership-winning teams with Auckland and captured two Coleman Shield titles with College Rifles.
She started her first 11 consecutive Tests for the Black Ferns. In July 2019, she played a pivotal role in helping the Black Ferns win the Super Series, which included a 28-13 victory over England—the first meeting since the 2017 Rugby World Cup final. In August, her 40-metre individual try against Australia in Perth showcased her growing prowess.
"I became more comfortable with experience, able to express myself more and bring my own flair to the game rather than following a structured plan all the time," Demant reflected.
In 2019, she also played for the prestigious Barbarians team in their 29-15 victory against Wales in Cardiff.
The outbreak of COVID-19 in 2020 wreaked havoc, and the Black Ferns played no Test matches for the year, winning only two trial games against a New Zealand Barbarians selection. The 2021 Northern Tour was a disappointment, with the Black Ferns losing all four internationals and conceding record scores against England and France.
In May 2022, Sir Wayne Smith took over as the Black Ferns Director of Rugby. When the Black Ferns hosted Australia at Tauranga Domain to kick off the inaugural Pacific Four Series in June, there were only 159 days until the Rugby World Cup final was scheduled to be played at Eden Park.
Smith explained his decision to choose Demant as captain: "At three-quarter time of a practice match, I heard her saying: 'What are you scared of, girls? Where's your courage to have a crack?' That aligned with the fearless, expansive philosophy of play I was trying to install and that is compatible with the Black Ferns' DNA."
Demant seamlessly switched between first and second five-eighth in the Pacific Four Series, which saw the Black Ferns make 17 changes to their starting XV but still win the tournament, conceding only one try in three games.
She solidified her authority in August during the 2-0 retention of the Laurie O'Reilly Trophy against Australia. In the first Test in Christchurch, she scored two tries with incisive, opportunistic play.
At the Rugby World Cup in October and November, Demant was all class. She was named Player of the Match in the 56-12 thumping of Wales in pool play and led the tournament with 18 offloads, showcasing her approach to the game.
"I'm always looking for space by foot, pass, or run. We have so many genuine threats and options when we play to our strengths. It's amazing to trust players on your outside and have clear, specific communication."
On November 12, 2022, in front of a then-world record crowd of 42,579 for a women's rugby international at Eden Park, Demant captained the Black Ferns to an improbable 34-31 victory over England in the World Cup final. England had won a world record 30 consecutive Test matches and had a 14-0 lead in the final within minutes. Demant was named Player of the Match.
More accolades followed, as she was named World Rugby Women's 15s Player of the Year and became only the third woman, alongside her teammates Cocksedge and Sarah Hirini, to win New Zealand Rugby's top prize, the Kelvin R. Tremain Memorial Player of the Year.
She was also named the Black Ferns' Player of the Year, the Tom French Memorial Māori Player of the Year, and the New Zealand Rugby Players' Association Player of the Year, as voted by her peers. The Black Ferns later won Team of the Year at the Halberg Awards.
In just six months, Demant was a central figure in transforming the Black Ferns' game and culture from its lowest point to achieving a 12-0 record and winning the World Cup for the sixth time. She provided insight into the Black Ferns' thrilling tactics that season, which yielded a record 85 tries:
"Initially, the work we did was more around the execution of our skill sets, setting high standards there, rather than tactical stuff. Smithy made footy so simple and so much fun. He always said he wanted us to play with our minds free and with joy.
"We'd work on shaping the opposition, so when we wanted to move the ball wide and play to the edge, we first had to draw them in narrow. It was like a game of chess in many ways. We pretty much stopped kicking the ball out. All our kicks had to be either three-bounce kicks or they had to be kick passes, where you could retain the ball. We didn't even have a name for a long kick downfield for territory because we didn't ever kick one."
In June 2023, Demant was made a Member of the New Zealand Order of Merit (MNZM) in the King's Birthday Honours list. She maintained her edge on the field, being nominated once again for World Rugby Player of the Year.
The 2024 season was perhaps the most challenging for Demant's leadership, marked by two heavy defeats against England, who've won 31 Tests in a row, along with surprising losses to Canada (22-19) and Ireland (27-29). Despite her best efforts, including 16 carries, Demant was unable to secure a win against Canada. The loss to Ireland in Vancouver was particularly tough, as the Black Ferns had led for 39 minutes while Ireland only held the lead for 16 minutes.
Since their 39-14 victory against France on October 12, 2024, the Black Ferns have remained unbeaten in nine consecutive matches, a winning streak during which Demant has played in every Test. They are now just two victories away from successfully defending their Rugby World Cup title.
Sir Wayne Smith commented, "I believe her general kicking has improved, which makes her an even more dangerous key driver. She is one of the smartest players, best communicators, and most balanced in both attack and defence that I've ever coached. She's the Dan Carter of women's rugby."
While in Exeter, during the Black Ferns' 46-17 victory over South Africa in the quarter-finals of the Rugby World Cup 2025, Demant took the opportunity to explore her English whakapapa. Interestingly, her first name is Devon, named after the region where Exeter is located. This name pays homage to the area from which her grandfather hailed, specifically the seaside villages of Budleigh Salterton and Beer. Her family, who were deep-sea fishermen, overcame religious upheaval and significant obstacles to migrate to New Zealand.
"Tūwhitia te hopo, mairangatia te angitu," said James Wharehuia Milroy, an academic and expert in the Māori language from Ngāi Tūhoe. This phrase translates to "Overcome the obstacles to elevate success," or simply, "Feel the fear and do it anyway."
Ruahei Demant Black Fern #196
Auckland Storm - 2013-2025: 59 games, 40 wins, 304 points
(FPC Premierships 2013-15, 2023)
Blues - 2021-2025: 21 games, 14 wins, 73 points
(Super Rugby Aupiki Winner 2024-25)
Black Ferns - 2018-2025: 49 Tests, 36 wins, 133 points
Rugby World Cup Winner 2022
World Rugby Women's 15s Player of the Year 2022
*Sister Kiritapu Demant is Black Fern #187. Kiritapu played in wins against Canada (40-22) and the USA (47-14) in 2015. The Demants were the first Māori sisters to play Test rugby for the Black Ferns. Jacinta Nielsen, a 1998 Black Ferns Rugby World Cup winner, is a cousin. The Black Ferns haka, Ko Uhia Mai, was composed by relative Whetū Tipiwai of Te Whānau ā Rūtāia. He was a kaumatua of the Māori All Blacks.