Forging adversity into advocacy at the global anti-doping table

Wednesday 5 March 2025

Recently elected to the World Anti-Doping Agency (WADA) Athlete Council, alumni Toby Cunliffe-Steel credits both his rowing career and the knowledge and insights gained during his time at university as key factors in shaping his ability to advocate for athletes worldwide.

Toby rowing out on a lake
Last updated: Wednesday 5 March 2025

After exploring various sports in his youth, Toby discovered rowing in 2006, and it didn’t take long for a deep passion for the sport to take hold. However, his life took an unexpected turn in 2007 when he was diagnosed with a brain tumour. Having it removed was a life-changing event that he says profoundly reshaped his outlook on life.

Toby returned to his active lifestyle within six months. From 2009, he represented Aotearoa New Zealand at every level of rowing for eight years, from age-group competitions to elite events. He competed on the world stage, even contending for Olympic qualification. Amidst his intense focus on rowing, Toby made the decision in 2011 to transfer to Te Kunenga ki Pūrehuroa Massey University.

“I’d heard about Massey’s unrivalled distance programme, which enabled me to complete a Bachelor of Sport and Exercise and a Master of Sport Management. Massey has, without a doubt, played a key role in my journey. It equipped me with the knowledge and skills that continue to influence my contributions to sport and governance today,” Toby says.

“The guidance of staff, the support I received and the lessons I learned while studying at Massey were key to these milestones and helped me get to where I am today.”

While studying with Massey, Toby was a six-time recipient of the Massey University Blues Awards and represented the university at multiple New Zealand University Rowing Championships. His success in these competitions, alongside the eight national titles he claimed, helped him earn a trial and selection for the New Zealand team at the 2013 and 2015 World Universiades.

Toby with flag over shoulders and medal around neck post-race

Toby says he was proud to represent Massey at the World Universiades, a global, Olympic-style multi-sport competition, particularly in the 2015 event where he became the first and only New Zealand rower to win a medal.

Toby’s three-year term on the WADA Athlete Council began at the start of 2025, and, pending the birth of his second child, he’ll travel to Lausanne, Switzerland in March for his first in-person meeting. Nominated by World Rowing, and elected by the world’s International Sports Federations, he says he’s eager to collaborate with world leaders in sport and government to advance the global integrity of sports.

“It’s a tremendous honour and I’m deeply grateful for the faith of World Rowing and the global sporting community. The WADA Athlete Council is critical in ensuring the athlete’s voice is at the heart of the global anti-doping movement. I believe that the better the standards of integrity in sport, the better the experience had not just by athletes, but everyone involved. To be able to contribute to improving the sporting experiences of others is deeply meaningful for me and why I feel so strongly about this appointment.”

He credits his rowing career with helping him unlock his passion for improving sporting experiences for athletes.

“I owe so much to rowing, it’s influenced who I am today. But sadly like many others, my experiences exposed me to integrity issues such as discrimination, cheating, bribery, harassment and abuse. These first-hand experiences are what motivates me to protect the integrity and enjoyment of sport for other athletes.”

Beyond rowing, Toby has held many leadership and governance roles that contributed to his appointment with the WADA Athlete Council. These include serving as an ambassador for Richie McCaw and Dan Carter’s charity, iSport Foundation, being a founding member of RIDE and serving as a member and later Chair of the Athlete Commission to Drug Free Sport New Zealand (which has been absorbed into the Sport Integrity Commission), a role he continues to serve today.

Last year, Toby was appointed as a Director of Pūmanawa Āwhina, an initiative founded by the New Zealand Police, Touch NZ and ACC to improve the health and wellbeing of underserved communities.

With an impressive career already under his belt, Toby says he is driven by the people who surround him.

“The people who create real change are the ones who don’t just talk about problems but work to understand them inside and out and leverage that knowledge in pushing thinking and sharing their insights. Seek out great humans!”

His advice for current students wanting to make a difference is to not be afraid to take an unconventional path.

“Some of the best opportunities aren’t always obvious at first, and sometimes they come from unexpected places. Keep saying yes to things that interest and challenge you, because the more diverse experiences you gain, the more equipped you’ll be to make an impact. The best way to create change is to start where you are – get involved, build relationships and keep pushing.”

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