ABOUT GROOV
A thriving world,
unlocked by intelligent care
We believe most systems wait for problems to appear before they act. Groov builds purpose-built platforms that support people in real time. Extending care to patients between clinical sessions, and giving organisations genuine visibility into how their people actually work.
OUR VISION
A thriving world, unlocked by intelligent care.
OUR MISSION
To deliver personalised intelligent care that unlocks sustainable performance and improved health outcomes — by deeply understanding and supporting people through data, AI, and applied science.
WHAT WE DO
Two systems. One philosophy.
Groov builds purpose-built platforms for healthcare and organisations — each designed around a simple belief: better outcomes come from acting earlier, not reacting later.
GROOV HEALTH
Care that works between appointments
Most of what shapes a patient's health happens outside the clinic — between appointments, between check-ins, between the moments the system sees them. Groov Health delivers structured patient journeys and AI-powered support directly into that gap, helping health systems improve adherence, increase programme utilisation, and reach patients when it matters most.
GROOV BUSINESS
Intelligence that shows you what's actually happening in the flow of work
Most organisations make decisions about their people based on surveys that are months old and support programmes that go largely unused. Groov PerformanceCare gives leadership teams a continuous picture of how their organisation actually operates — and delivers always-on coaching and support directly to employees and managers.
LEADERSHIP
Management Team
A team built at the intersection of science, technology, and mission — with deep expertise in behavioural health, applied AI, and scaling organisations that matter.
Matt Krogstad
CHIEF EXECUTIVE OFFICER
Matt brings a rare combination of commercial acumen and mission-driven leadership to Groov. With roots in fintech and B2B SaaS, he was employee #9 at M-Com — the New Zealand fintech acquired by Fiserv — and subsequently led product teams at San Francisco-based startups through 5x+ year-on-year growth. Matt leads Groov with a conviction that intelligent, science-backed care, delivered at scale, can transform how people feel and function at work.
Dr Fiona Crichton
CHIEF SCIENCE OFFICER
A leading expert in behaviour change and health psychology, Dr Fiona Crichton leads Groov's behavioural science function, ensuring every tool and intervention is grounded in evidence. She has been central to shaping Groov Business's framework and plays a key role in translating complex science into practical, scalable impact — bridging the gap between rigorous academic research and real-world application.
Shane Morton
HEAD OF ENGINEERING
Shane leads Groov's engineering function, overseeing platform architecture, infrastructure, and development. With extensive experience building scalable, data-intensive products, he is responsible for the technical foundations that make Groov's AI-driven care delivery possible — combining engineering precision with a deep commitment to meaningful user experience.
Hayden Lockwood
HEAD OF PRODUCT & GTM
Hayden shapes Groov's product vision and go-to-market strategy, ensuring solutions are clearly positioned, continuously improving, and reaching the enterprise and healthcare customers who need them. With a background spanning product management and commercial strategy, he plays a central role in accelerating growth across both Groov Health and Groov Business.
Cindy Gunawan
HEAD OF FINANCE & OPERATIONS
Cindy leads Groov's financial management and operational infrastructure, providing the rigour and scalability the business needs to grow. With a background in finance and operations across technology companies, she is responsible for the systems and processes that support Groov's commercial ambitions — bringing a disciplined, analytical mindset to building the operational backbone of an intelligent care company.
HOW WE WORK
What guides us
SCIENCE FIRST
Every product decision is anchored in evidence. We don't follow trends — we follow the data, the research, and the clinical expertise of our team.
Our culture is shaped by the same principles we apply to our science — rigour, humility, and a commitment to real outcomes.
CONTINUOUS INTELLIGENCE
We believe organisations deserve real-time insight, not retrospective reports. Our platform is built to surface what matters, when it matters.
HUMAN AT THE CORE
Technology is our lever, not our purpose. Behind every data point is a person — and every product we build is designed with that in mind.
Clinical Advisory
Our clinical advisory group brings together leading clinicians, behavioural scientists, and applied researchers — providing the clinical rigour and scientific credibility that underpins everything Groov builds.
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Dr Ainsleigh Cribb-Su'a (Ngāti Maniapoto, Ngāti Tamaterā, Ngāti Kauwhata) is a Clinical Psychologist with extensive experience in child and adolescent mental health across both clinical and leadership roles, and is currently Clinical Lead – Allied Health, Scientific & Technical (Hauora Māori Services) at Te Whatu Ora | Health New Zealand. She has governance experience across academia and the NGO sector, and has previously held research and evaluation leadership roles in Māori primary health. She is a member of the New Zealand Psychological Society and of its National Standing Committee for Bicultural Issues.
Dr Ainsleigh Cribb-Su’a
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Dr Siale Foliaki is a dual-certified adult and child psychiatrist. He is Associate Clinical Director of Te Whatu Ora Counties Manukau Mental Health Services, Acting Clinical Lead of the Matariki Adult Community Mental Health Clinic, Clinical Director of Capri Sanctuary, and Pacific Clinical Lead at Whakarongorau Aotearoa National Telehealth Service. He provides psychiatric consultation to Beachlands Medical Centre and is a certified Fitness to Practice assessor for the New Zealand Medical and Nursing Councils. He chairs the Tangata Sa'ilimalo Trust, a Pacific disability charity, and sits on the boards of Vaka Tautua and The Fono. Over twenty years he has developed mental health services across secondary and primary care, contributed to Te Rau Hinengaro, the New Zealand Mental Health Survey, and helped write the Medical Council's cultural competency guidelines for Pacific peoples. In 2023 he was made a Member of the New Zealand Order of Merit for services to mental health and the Pacific community.
Dr Siale Foliaki
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Jeff is a hospitalist in internal medicine at Kaiser Permanente Zion Medical Centre in San Diego. He trained at the UC San Diego School of Medicine and completed his internal medicine residency at Cedars-Sinai, and has practised within Kaiser Permanente since 1989.
Dr Jeffrey Krebs
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Rebekah is Clinical Director Rural Health at the Hauora Taiwhenua Rural Health Network, Clinical Advisor to Te Manawa Taki Living Well Commissioning, and a GP and Clinical Lead at the K’aute Pasifika Clinic in Hamilton. She trained in paediatrics in the United Kingdom before moving into general practice, and spent around a decade as a rural GP and practice owner in Raglan providing PRIME and rest home services. She has previously been Medical Director at Pinnacle Ventures and Clinical Director at Northcare Medical Centres. Her interests span rural health equity, culturally responsive integrated care through a Pasifika lens, and digital health adoption.
Dr Rebekah Doran
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Seema Woollaston is a Registered Social Worker and Cognitive Behaviour Therapist with over 25 years’ experience across primary and secondary mental health, private practice, and tertiary education settings. She is Clinical Head of Te Tumu Waiora at ProCare Fresh Minds, leading the delivery of primary mental health and addiction services within general practice. Seema brings deep expertise in service delivery, clinical leadership, workforce development, and innovative service development, with a strong commitment to equity, population wellbeing, and approaches such as Acceptance and Commitment Therapy that support practical, person-centred care.
Seema Woollaston
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Richard is Medical Director and a Director of Evolution Healthcare. He has over 35 years as a specialist anaesthetist. He founded Boulcott Hospital in Wellington and served as its founding Chairman and CEO, stepping down as Chairman in 2005 and as Managing Director in 2015, and was a Director of Wakefield Hospital from 1989 to 1997.
Dr Richard Grenfell
GOVERNANCE
Board of Directors
A board that brings together advocacy, clinical depth, investment expertise, and commercial scale — united by a shared commitment to Groov's mission.
Sir John Kirwan
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Globally recognised mental health advocate, author, and rugby legend — knighted in 2012 for services to mental health. As co-founder of Groov, JK has helped reshape conversations about mental wellbeing across Aotearoa and beyond, drawing on his own journey to inspire millions.
CO-FOUNDER & BOARD MEMBER
Aaron Tregaskis
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Co-founder of AmpliPHI Ventures and former Investment Director at New Zealand Venture Investment Fund (NZVIF), Aaron brings deep experience in growth-stage technology investing. He brings both strategic and commercial perspective to Groov's growth trajectory across Australia, New Zealand, and global markets.
BOARD MEMBER
Dr David Codyre
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Consultant psychiatrist with over 30 years' experience in New Zealand's mental health sector. Member of the New Zealand Order of Merit for services to mental health, Dr Codyre established the country's first primary mental healthcare programme at ProCare Health. He brings unmatched clinical depth and system-level insight to the Groov board.
BOARD MEMBER
Dave Wilson
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An experienced commercial leader and board director with a track record in scaling technology and health businesses across New Zealand and international markets. Dave brings strategic commercial expertise and deep governance experience to support Groov's next phase of growth.
BOARD MEMBER
Ready to build a healthier,
higher-performing organisation?
Whether you're looking for population-level care through Groov Health or a deep performance partnership through Groov Business, we'd love to talk.