Enuk Limited

Enuk Limited is a New Zealand-registered company based in Ohakune, in the Ruapehu District of the central North Island. It's the company behind the Kune adventure brand — bikes and shuttles, snowboarding, climbing — and a growing portfolio of adventure and lifestyle ventures.

Camden-born, Ahipara-raised. Max's mum is Ngāti Kuri from Muriwhenua — the end of the land. His dad is an artist from Exmoor — creative by instinct, practical by craft. Ancient moorland, red deer, Atlantic weather. A world away from Ahipara in every sense except one: both places get into you. Pete works slowly, builds things with his hands, gets the detail right. Growing up watching that left marks Max didn't recognise until he started building things himself.

Both parents found new partners, so Max grew up with two mums and two dads across opposite sides of the planet. Eventually he moved to England — including his step-mum Nicole, who spent fifteen years as EA to Christian Horner at Red Bull Racing. F1 teams don't run on gut feel. They run on systems. That landed.

Coding ran alongside all of it — Dreamweaver on dial-up, reading Python to understand crypto, inspecting source code for access routes. Gaming the same way: thousands of hours in racing sims, grinding marginal gains in every system he touched. He once crashed into Mark Webber at a Red Bull summer party bumper cars — Webber was probably used to it. That obsession runs the businesses now. When AI clicked, it felt like the startup Max had been trying to build for years finally had the right tools.

Back in New Zealand, he noticed the gap. Adventure operators — shuttles, ski fields, climbing gyms — running extraordinary experiences and grinding themselves flat doing it. Answering the same booking question three hundred times a season. He'd lived that. So he built what he wished existed. Once the stack worked for Kune, it worked everywhere: a plastering company in Tauranga, a luxury EA platform, a hand-crafted botanical drink from Exmoor. Same stack. Different configuration.

He uses everything he sells, every day, across three live businesses. If something breaks at 7am on a powder day, it's his problem first — that keeps the quality honest.

Max has been in Ohakune for 18 years — long enough to know every trail, every season, and exactly what this place is capable of. Before Kune, he spent a decade guiding riders through the Mountains to Sea trail network — Te Hangāruru, the Old Coach Road, the Mangapurua Valley, and out to the Whanganūi coast. When that chapter closed, he took over the bikes and day shuttles and built something of his own.

It started with bikes — shuttles up the mountain road, hire bikes on the Old Coach Road, and a shop at 27 Goldfinch Street that became a basecamp for Ohakune adventures. From there the family grew: snowboarding on Tūroa, climbing walls under the same roof, and new ventures in the works from botanical brews to merino outerwear.

For ten years alongside the guiding, Max was also building and riding his own snowboards under the Enuk Snowboards name. The snowboard press is still here — imported, tucked away, and waiting for the right moment. That thread is far from finished.

Ohakune sits at the foot of Mt Ruapehu — ski town in winter, trail town in summer. Everything Enuk builds is shaped by that mountain and made for the people who come here to ride it, in every sense.

Maxwell Royston Quintin Carling-Currin. Every part of that name came from someone else — Royston, his mother's uncle; Quintin, his father's uncle; Carling, his father's surname; Currin, his mother's. It's ancestry encoded into an introduction. A reminder that nothing is built alone, and that where you come from matters more than where you're trying to go.

Isolated rural AI founder. From a small town at the foot of a volcano, building for the world.