With over 20 years of experience as a performer and vocal coach, she brings deep technical skill, cultural insight, and passion to every session.

“I’ve always loved singing,” says Hinekoia. “And I became really interested in voice science – how the voice actually works – so I could be the best voice teacher I could be.”

That passion eventually merged with another calling: her journey to reclaim her reo and reconnect with her whakapapa. “I started my reo journey in my 30’s. Then kapa haka found me,” she laughs.“ My cousin asked me to help their rōpū prepare for regionals. I turned up to do some vocal coaching – and got told to ‘get in line!’ That kicked off my deep dive into adult kapa haka – and I loved it.”

When Hinekoia became a māmā, she knew she wanted more flexibility and alignment with her values. Rather than return to full-time work, she backed herself and launched her own pakihi, Waiata Mai Vocal Coaching.

“I wanted to provide high-quality vocal coaching grounded in Te Ao Māori. I knew there were people looking for this, so I created the space for it.”

‍Te Ao Māori at the Heart of Coaching

A key part of Hinekoia’s approach is creating an āhuru mōwai - a warm, safe space where her clients feel seen, heard, and supported.

“If a person feels comfortable and connected to the space and kaiako, they’re set up for success,” she says. “That’s manaakitanga, and that’s the foundation of everything I do.”

Her love for waiata Māori shines through in every session. “Waiata are a beautiful way to connect with Te Reo Māori. You don’t need to be fluent to sing, you just focus and enjoy the reo flowing through you.”

‍Impact That Resonates

Hinekoia has worked with a wide range of clients, from individuals to corporate teams and high-level kapa haka performers. One highlight was working with Te Ringa Kaha during their Te Matatini campaign.

“I had the whole rōpū do a vocal freedom exercise, and the room literally exploded with resonance. The look of amazement on their faces was priceless.”

Helping people overcome limiting beliefs is one of the most rewarding aspects of her mahi. “So many people think they’re tone-deaf because of something someone said once. I love breaking those misconceptions using voice science, it gives people real hope.”

A Unique Skill Set

As one of only four Estill Master Trainers in Aotearoa, Hinekoia brings a rare combination of technical expertise and cultural insight.

“My teaching is rooted in voice science, but viewed through a Te Ao Māori lens. It’s about understanding the connection between your tinana and your reo - how your body works to create sound.”

Advice for Aspiring Māori Entrepreneurs

Hinekoia credits the support of mentors like Amy McLean from Te Kāinga Wāhine, and Miraka Davies, whose plain language course helped her confidently develop proposals and communications. “That guidance helped me shift from thinking ‘I’m a vocal coach’ to owning that I’m also a businesswoman.”

Her message to Māori looking to turn their passion into a business? “KARAWHIUA! Just go for it. Start with what you love, you’ll learn and grow along the way.”