Our Company


Sportco Limited (formerly Serve Sports) has imported and distributed innovative sports brands to the retail sports trade throughout New Zealand since 1972.

We aim to exceed the highest levels expected by our retail stockists through our commitment to service and our pursuit of excellence in the products we source and sell.

Our people have the latest technological support and thorough product knowledge to ensure they are able to deliver first class service and keep stockists up to date with the latest product information via regular in-store technical sessions and hands-on demo days.

For us, it’s about happy retailers and consumers.  Our wholesale business is built on a strong foundation of honesty, integrity and valued relationships forged with retailers and suppliers over the past  40+ years.

Our People:


Jeff Copsey


jeff-pic.pngI entered the sports industry in 2001 when I saw an opportunity to purchase Serve Sports, which had a few good agencies that we were able to add to and with the name change to Sportco Limited have grown the business to where it is today.

Our growth has only been achieved by the efforts of a loyal and enthusiastic team, great product suppliers that believe in our vision and our early adoption of the latest IT technology .

I consider myself a straight shooting energetic person, always planning and dreaming, hard working and leading by example.

If I can be of service, please do not hesitate to call me.

Away from Sportco I am an early morning gym person, I have a passion for motor racing and boating, a proud grandfather and happiest at my place in the Bay of Islands.


Craig Stratford

Sales & Marketing Manager

craig-pic.pngSince moving from my hometown of Ashburton as a 17 year old to train on a full time scholarship at the New Zealand Squash institute where I obtained my A grade ranking, I then went to work and manage a very successful sports retail store for five years. From there I went on to work as the Sport Co-ordinator at one of New Zealand’s leading Squash & Tennis Clubs. This was when I realised I wanted combine my passion for sport and my job into one and work in the Sports Wholesale Industry. I started working for a small family business in the football market as a Junior Sales Rep. I went from being the companies only Sales Representative to the National Sales and Marketing Manager within 8 years and helping to grow the company substantially. This brings me to my current position as the National Sales & Marketing Manager at Sportco Ltd where I am now able to combine the business skills I have learnt over the years with the sports products I have the greatest passion for.

I am an avid runner and cricketer and still try to play the odd game of squash & tennis to keep my eye in. Most weekends I can be found either playing sport, coaching, watching my two daughters playing sport or I can be found on the couch recovering (with ice packs all over my body) watching and supporting New Zealand teams and athlete’s playing on TV.

Juls Weir

Customer Services

Juls_Weir.jpgI joined Sportco not long after Jeff bought the business in 2001 after getting my youngest off to school and thinking a bit of part time work in the sporting field which im passionate about, would be fun. This has proved to be the case with the business and crew steadily growing and we’re lucky to have a great high spirited team that are both entertaining and enjoyable to work with.

My main sporting interests over the years were touch rugby, netball, basketball and the odd half marathon [back in my heyday!]. My newest and latest sporting love is tennis which I took up about 10 years ago when I got too slow for the other sports . I play interclub for Kohi Tennis Club and dabble in a bit of Auckland Vets tennis and although very competitive with a will to win , i’m happy to get on the court with anyone with my main aim being to have some fun!


Chris Kelly (CK)

Sales Representative


As I was born and raised in the mighty Manawatu, I have been a keen sportsman and dabbled into almost every sport, but my two main sports have been Rugby and Tennis.

Throughout all my age groups in both tennis and rugby I represented my province, and for tennis was given the opportunity to represent
my country.

After school I ventured down to Dunedin to attend Otago University where I achieved a BCom degree, majoring in both Marketing and Management. During my University years I worked as a Tennis coach in Dunedin and worked part time (University holidays) for my Father in Sports Retail based in Palmerston North.

I decided to combine my degree, enthusiasm, and my passion for sports and worked as a Brand Manager for a rackets company both here in New Zealand and over in the UK. During my time working in the UK I was fortunate to be awarded Brand Manager of the year in the UK for the Sports Wholesale division.

After travelling and working overseas for the past 3 years I decided it was time to venture back to good old New Zealand and start my Career. I was luckily enough to have been given the opportunity to join the Sportco Team in November 2012 and am looking forward to the challenge in aiding the Company being more successful than it already is today.

Stu Jamieson

Sales Representative

 I joined Sportco in November 2014 after spending a considerable amount of      time in the pharmmaceutical industry.

 Sport has been a major influence since taking up rugby at the age of 5 and  playing competitive tennis from a similar age.  My passion for sport has  diversified since, but I am still actively involved in both sports.

 After completeing a degree in Phsical Education, the opportunity to combine  my love of sport with a career was too good an opportunity to turn down.  We  have a variety of leading edge brands and it is great to be involved with a  team of motivated people going places!!

 My main interests outside of work involvefamily and sport.  Even though  injuries and age are catching up, there is nothing better than getting out  there and competing.


Nathan Carter

Sales Representative

Nathan C

As a kid I grew up in Dunedin where I played most sports, but my two main sports were cricket and tennis where I represented my region. 

When I was 17 my family relocated to London where I got the opportunity to train full time at a high performance tennis academy. Whilst training at the academy I got the chance to travel around Europe playing money tournaments and futures. At the age of 18 I had a serious knee injury which forced me to give up international tennis. 

I moved back to Dunedin to further my education and attended Otago Polytechnic where I achieved a diploma in Business Studies. During my time studying I worked part time as a tennis coach and also in the pro shop.

After my stint in Dunedin I went back to London as a High Performance tennis coach at the Sutton Tennis Academy where I trained national and international players from all over the world for 8 years.


Returning to NZ I played Caro Bowl tennis for Kohimarama Club in 2014 and now I am looking forward to combining my passion for sport and experience in tennis in this new role working for Sportco Limited. 

I look forward to making a positive contribution to this exciting company.  


Aaron Davidson

Customer Services

Aaron Growing up in Auckland I have always had a passion for sports which, in early  2015 lead me to joining the great team at Sportco. 

 In my younger years, I enjoyed spending my time playing soccer and rugby for  Bucklands Beach. I also completed 13 years of martial arts, achieving a 2nd  dan black belt.

 I have always been very hands on in the workplace and I am very focused and  enthusiatic about every role that I take on. I strive to do the best that I can  with every opportunity that is given to me. I have a wide range of skills which  I have gained from the different industries I have worked in. My previous jobs  include panel beating, baking, forklift driving, engineering and fabrication.

My main interests outside of the work place include fishing, camping, jet skiing along with online gaming. I am also a very proud supporter of the Chiefs and All Blacks.

Garry T

Customer Services

Likes to be incognito, loves his sport, delivers the best one liners you are ever likely to hear.

Justine Lee


Jus-pic.jpgI joined Sportco back in 2004 after working for ten years in administrative support in the retail industry as well as studying veterinary nursing part-time.

I look after the company finances, shipments and stock and prepare and organise the printing and production of our promotional material.

With my whizz of a husband Mike, we sort out any of the Computer & IT issues that arise.

Away from Sportco my husband, two boys and a larger than life dog keep me busy and I love getting out and walking in our beautiful part of the city.

Annette Copsey


Annette-Copsey-Dec04.jpgI joined Sportco in 2003 in a part-time capacity, alongside Jeff and as the back-up and support person in the office and customer service. Previously I worked as a PA in the education sector.

Outside Sportco my interests are my family, handcrafts and being outdoors – gardening, spending time in the park or at the beach with our dog.