Tracey Swinehart

Executive Director

From an early start in the mid-Canterbury, rural town of Ashburton, Tracey discovered she had a natural flare for understanding business administration, accounting, systems, and processes.

Tracey’s career journey began in southern town Ashburton in an office role in a small distribution warehouse. This unwittingly became the instigator of her long-standing career in finance and administration leadership in numerous New Zealand manufacturing and products based businesses.

Over time Tracey formalised her development with an MBA, with Distinction, from Massey University. She also continued to grow her career in commercial & general management.

She spent 30 years of her career in Auckland working with businesses in industries ranging from apparel, construction, printing, plastics, textiles, consumer branded products, and social services.

She has developed the outlook that early strategic & business model planning is often absent in traditional product development pathways; having commercially focussed outcomes are the difference between success and failure.

Alongside her expansive and colourful career, Tracey had a desire to become more involved in her coastal community settlement of Maraetai in East Auckland. In 2012, she joined St John as a volunteer ambulance officer, quickly upskilling from First Responder to EMT and then Station Manager.

Tracey is now based in Tauranga with the Locus team, fulfilling her passion working with innovators, motivators, and simply amazing kiwi entrepreneurs. Her goal is to instil the commercial focus that business require to develop successful products. She’s also taking a break from ambulance work while she makes time for her school-aged family.


Strategic & Business Planning
Financial Modelling
Investment Information Memorandums
Lean Manufacturing/Businesses
Market Entry Strategy


Loves riding her BMW 650. Latest motorcycle adventure in Burma (Myanmar).

Has a tendency to break something when riding her motorcycle (including herself). Working on improving her track record.

Will have a go at anything that adds value.


Retired volunteer St John Ambulance Officer and qualified EMT. And yes, she drove the ambulance!

Fluent in New Zealand Sign Langauge

Has had a strong involvement in assisting start-ups