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About Us

On a spring morning in October 1992, Ross Christensen realised his childhood passion and opened his own fishing and tackle shop in Kahikatea Drive, Frankton.

It was called Fish City and it would be committed to offering the best level of service to all fellow fishermen.

Fish City started with three dedicated staff, Kevin Taylor, Jon Hewson and Ross Christensen (owner/operator and jack of all trades) and soon became the top spot for local fishermen. As Fish City’s reputation for unsurpassed service, passion and professionalism grew so too did the business expand.

The name Fish City soon became synonymous with, “a successful day,” thanks to an ongoing commitment started way back in 1992 to bring the very best advancements in fishing rods and reels, lines and lures, boats, engines and new electronics that play such a big part on today’s modern fishing vessel, to all our customers.

More recently Fish City has moved into hunting and shooting bringing the same passion and level of experience and expertise to our land based hunters.

Fish City, is now recognised as one of the country’s most comprehensive fishing, boating, hunting, marine and outdoor service centres in the country.

Twenty years later Kev, Jon and Ross are still dispensing their invaluable advice at Fish City alongside a top team of equally impassioned, experienced people brimming with helpful knowledge about world leading brands, secret tips and an unwavering dedication to provide all our customers with a “bloody fantastic day.”

Our History


Fish City, Hamilton, opens shop


March - Fish City, Gold Club Card. We introduced a Gold Club Card to reward our Customers with additional savings and also to provide notice of upcoming sales and Club Card Sale days. We now have over 20,000 Gold Club Card members.

June - We joined the Professional Buying Group, so we could purchase goods at competitive prices, creating savings that we could then pass onto you – the Customer

December - Sees our 'jack of all trades', Mr Ross Christensen, catching his first Marlin at Raglan.


December - Brunswick Corp subsidiary, Marine Power Intl takes over control of Mercury in New Zealand


Fish City is No. 1 Ramco Waikato Dealer of the year and also Mercury Dealer of the year.


Fish City gives away a Ramco Boat package to a Club Card member – worth $24,000

Over 2,000 people were there for the draw. You had to be there to have a chance to win. Since then we have given away four boat prizes in total. Wow!

October - After 4 years of opening, Fish City wins 1996 Waikato Business of the Year Award. Fish City also tops off the year by being Mercury Outboards, Dealer of the Year NZ and Ramco Boats NZ, No. 1 dealer – 2 years running for both !!


Ross and the Fish City team win every Kingfish section in the inaugural Whangamata Classic, as well as landing Marlin and Mako.

Picture this, a Sonic 1900SS, powered by a 3lt Mercury 225, modified to push out to 300hp. Ross as driver with water skier Kate Everett. They set the record for the Auckland Harbour Bridge race, with a round trip of 3hrs:15mins:29 secs. This record is still unbroken. The Fish City boat was capable of towing a skier at 90mph plus and broke the 100mph boat speed barrier on Lake Karapiro. With that also, the Fish City Workshop set up 5 of the 9 top placed rigs that raced in “ between the bridges” Waikato River speed skiing


More expansion.


Fish City is appointed a US Marine Boat Dealer. Fish City starts importing Bayliner, Trophy and Maxum Boats. We import these boats and sell them locally. Being a US Marine Dealer, we also supply parts and are able to do warranty work.


Celebrating 10 years as a Mercury Dealer. Recognised as a leading Mercury Dealer for New Zealand. Ross wins Water Ski Championships


Fish City become a McLay Dealer for soon to become N.Z.’s largest stockist of McLay Boats


Honda Outboard dealership was added to our Hamilton store. We are still a leading Service Centre to this day.


Our very own Mike Nicholson - 'Tacko' catches his first Marlin. McKin who was there believes that without his guidance this would not have happened. Mmmm, but mind you McKin has helped a few people catch a Marlin, including another worthy of note, Sam Webb, one of the young part timers


Not forgetting the female customers, Fish City hosted it’s first 'Ladies Only' evening. The girls were treated to drinks and nibbles whilst learning a few tricks of the trade to impress and out-fish the men. This evening was such a success it was repeated two months later.

Talking about the ladies, 2009 also saw the only female staff member, unequivocally, comprehensively outfish both a senior staff member and a well known supplier when fishing for Gurnard. Neither male was happy but the Kaipara Queen was born.


Another engine brand, Evinrude Etec was added to our Hamilton Branch and celebrated 5 years as a McLay dealer.