Carl Bloxam

Haven’t got much time on your hands? Click here to read the key points.

In this Pinnacle Post interview, Carl Bloxam, co-owner of Gothenburg, Sage and Octavo restaurants and former co-owner of Wonder Horse bar, shares the inspiring story behind his journey from a directionless graduate to one of Hamilton’s leading hospitality entrepreneurs. Learn how Carl’s overseas adventures, hands-on determination, and creative vision led to the creation of renowned venues such as Gothenburg, Sage, Wonder Horse, and his latest project, Octavo. With honest reflections on business challenges, personal growth, and advice for aspiring operators, Carl provides a unique look into the realities of building successful hospitality ventures in New Zealand. Whether you’re passionate about restaurant culture, entrepreneurship, or local business innovation, this interview offers rich insights from a true trailblazer in Hamilton’s hospitality scene.

Q: What did you want to be when you were growing up?

A: When I was really young, it was the classic careers such as a firefighter or police officer, but as I got older and actually had to choose something, I had no idea. I went to university, but in hindsight, I shouldn’t have. School and I were not friends - I enjoyed the social side and the sports but I don’t learn well in a traditional classroom setting. I chose the wrong subjects and missed out on practical things such as woodwork or metalwork, which would’ve suited me better. I was quite aimless until I went to the UK on my OE (Overseas Experience).

Q: How old were you when you went on your OE (Overseas Experience)?

A: I was 24 when I left. Up to that point, I often felt like a bit of a disappointment - mostly to myself, though I assumed my parents felt the same. In hindsight, that probably wasn’t true. They were always supportive, but I think they were understandably frustrated by my lack of direction. I internalised a lot and projected my own feelings onto them. If I look at the effect my lack of direction had on me, it is probably summed up in the job I got when I went to the UK. My first job in the UK was at a cheque-cashing place called Fast Cash - a really bleak environment. It was low pay and I was dealing with people sometimes desperate for money. It wasn’t a good environment. Things shifted when a mate suggested I join him doing drywalling and construction and that’s when my OE, and life, started to turn a corner. I also discovered I was actually quite good at it and best of all, I really enjoyed it.

Q: What made you decide to go on your OE?

A: I think I was still searching for something. I’ve always had this quiet confidence that I’d be fine in whatever I ended up doing. An OE just sounded like a good time. My sisters had done it, so I thought, “Why not go live somewhere else for a while and figure things out?” On the way over, I went through Thailand after a recommendation from a friend and I ended up meeting a group of guys who I’m still close with today. I didn’t know it at the time, but it was a key moment for me.

Carl at Reffen - the largest street food market in Northern Europe. Located in Copenhagen.

Q: What advice would you give someone in their early 20s thinking about an OE? Is there anything that you’d do differently?

A: I’d encourage anyone to go. Get out of your comfort zone, open your mind, and explore. Everything can feel so heavy in your 20s, but it’s not - you’ve got time. The experiences you have, even if they’re not building your CV, can build your life in other ways. I ended up staying overseas for nearly 10 years in the UK and Canada. It was the best thing I ever did. Go see as much as you can, meet locals and get off the tourist trail. It’s fun, and it changes the way you look at the world.

Get out of your comfort zone, open your mind, and explore. Everything can feel so heavy in your 20s, but it’s not - you’ve got time.

Q: You came back to NZ and decided to open Gothenburg. Was that your first step into hospitality?

A: Yes, it was. Gothenburg actually started in this very spot, where Octavo is now, about 15 or 16 years ago. While I was travelling through Thailand on my way back home for a visit, I met Susanna, who became both my life partner at the time and my ongoing business partner. She’d worked in hospitality in Sweden, and I’d been doing the construction, starting with drywalling and moving into commercial interiors and fit-outs. Between us, we had the knowledge to build something and run it.

We came back to New Zealand because I’d been away for almost a decade and wanted to reconnect with family, and because this is the best country in the world to live. We arrived in the middle of the global financial crisis. I was looking for fit-out work, but there just wasn’t anything going so we made the call to open a restaurant, which looking back seems like a crazy thing to do in a financial crisis. The seeds of it started in Gothenburg, Sweden. We used to go to this place called Björns Bar and drink wine by the glass and eat incredible European cheeses. We often talked about how cool it would be to create something like that in NZ.

When we arrived back in NZ, opening a restaurant wasn’t the immediate plan but I pushed for it as I had nothing else to do, and I was ready to build something. We borrowed money from my parents, did everything ourselves on a shoestring budget, and somehow made it work.

I’ll never forget opening day. A friend came in and bought a coffee which was the first thing we ever sold, and he still has the receipt! I suddenly realised that I had no idea what I was doing so I thought, “Well, I know how to do dishes”, and went out back. I washed dishes for months, long enough that my back started hurting a lot and then I worked the fryer, the easiest section, and just learned the kitchen one station at a time.

I suddenly realised that I had no idea what I was doing so I thought, “Well, I know how to do dishes”, and went out back. I washed dishes for months, long enough that my back started hurting a lot and then I worked the fryer, the easiest section, and just learned the kitchen one station at a time.

The exquisite interior of Gothenburg restaurant in Hamilton.

Q: How did you survive during the global financial crisis?

A: We made nothing for a long time. We were working insane hours - often 8am to midnight, six days a week. Sundays were our “short” day which was just lunch service. We would’ve been earning less than $1 an hour by the time you broke it down. After a year or two, I thought I was just getting old and losing energy, but really, I was just completely depleted both physically and mentally.

We made nothing for a long time. We were working insane hours - often 8am to midnight, six days a week. Sundays were our “short” day which was just lunch service. We would’ve been earning less than $1 an hour by the time you broke it down.

So how did we survive? We didn’t quit. That was the key. Slowly things started to improve. We had a good product and, over time, got better staff. Some were amazing, some not so much. We made loads of mistakes, but we kept showing up. In the back of my mind, I always thought, “Worst case, I’ll go back to London, earn good money, and pay everyone back.” Also, and possibly most importantly, we were living with my parents, rent-free and they didn’t start charging interest on the loan until we had income coming in. That kind of support made the difference. Without it, we would have struggled a lot more.

We made loads of mistakes, but we kept showing up.

Q: Tell me more about the journey from that point - Gothenburg moving location, and the creation of Wonder Horse, Craft, and Sage.

A: We didn’t have much of a life outside of work. The hours were long, and when we finished late, we’d grab McDonald’s on the way home because we were too exhausted to cook. On the rare nights we finished early, we’d go to the Grand Central bar where Alex Williams was working - he made incredible cocktails, and I remember thinking that this guy is seriously talented.

At the same time, I had this idea for a pizza and beer place. My friend, Luke Verschaffelt, who works in commercial property, was on the lookout and found a space on Victoria Street. It used to be Poncho’s Mexican restaurant, and it wasn’t quite right for pizza as the kitchen was too small, but it had the makings of a great cocktail bar. I pitched the idea to Susanna, and to my surprise, she was keen. We approached Alex, showed him the site, and he was in.

We built Wonder Horse ourselves with a tiny budget - about $50,000, I think. Alex literally laid the bricks on the front of the bar, and you can see his bricklaying skills improve panel by panel. The bar top is this stunning piece of 50,000 year-old swamp kauri. I polished it once when I built it and since then it’s just absorbed the essence of Hamilton. Alex’s old boss used to call him “Wonder Horse” because he could do everything and when I saw that name pop up in an email, I knew that would be the name.

We built Wonder Horse ourselves with a tiny budget - about $50,000, I think. Alex literally laid the bricks on the front of the bar, and you can see his bricklaying skills improve panel by panel. The bar top is this stunning piece of 50,000 year-old swamp kauri.

Meanwhile, we were still running Gothenburg on Hood Street, but the noise was an issue with the neighbours blasting music which made it hard for diners to enjoy themselves. Luke found another site on Grantham Street, and when I walked into it and saw the huge glass windows looking out to the river, I just thought, “This is it.” Susanna agreed. It was stunning but it was a massive leap.

We borrowed about $300,000 from my parents to fund the fit-out, even though we still hadn’t finished paying off the first Gothenburg and were carrying some debt from Wonder Horse. I honestly don’t know how they backed us again, but they did and again, they held off charging interest until we opened.

At the old Gothenburg location, our best week was about $18,000. To break even at the new site, we needed to hit $35,000 a week - nearly double. Thankfully, we did that in our first week. It was a hectic time with our son Viggo, he was still little, and we used to sit him in a bouncer on the old bar and he’d soak up the attention. By the time we moved, Susanna was pregnant with our daughter Meya. We were working crazy hours and had to double the staff but really, we should’ve tripled it.

The move also came with big challenges. Hamilton City Council and liquor licensing were a nightmare. Despite a clean track record at the old Gothenburg and Wonder Horse, they made everything incredibly difficult. We even had to go to a tribunal over our outdoor area. One police officer warned us about “throngs of undesirables” coming up from the river - it was ridiculous. That whole process left a lasting frustration with how licensing is handled here.

Eventually, Gothenburg reopened on Grantham Street. Back on Hood Street, the plan was to turn the old site into Craft, but we were so overwhelmed that it sat idle for nearly a year. When we finally launched Craft, Meya had just been born, and we were stretched to our limits. Between Wonder Horse, Gothenburg, two young kids, and trying to build Craft - it was too much. Craft didn’t get the attention it needed, and as a result, it just drifted for a while, pretty much until now to be honest.

Sage came later, after Lani, who was working with us at the time, suggested a pop-up kitchen in the Craft space. That pop-up was meant to be a short-term thing that would result in Sage, but COVID hit and derailed everything. Originally, it was going to be me, Susanna, and Lani launching Sage together, but Susanna and I had separated personally, though we still work together in business, and we decided not to link into another project which was the right call.

Eventually, my sister came on board to support Sage, and we started looking for a proper location. Luke again found a place. It was much bigger than what Sage is now, and I could picture what we could do with it, but at the time I was going through a separation and wasn’t ready. I looked at it a few times before it felt right. Once I was ready, someone else was also interested, so we ended up paying more rent than I would’ve liked, but I’m still happy with the spot. Hamilton East was Lani’s dream location, and he was right - it’s perfect for Sage.

Lani’s an incredible chef, and his food is a big part of Sage’s identity. Dishes he created back at Craft, like the broccolini and beef tartare, had people coming in just for those. Cody, who leads the kitchen at Gothenburg, is also a fantastic chef and we have been really lucky to be working with him. Now, at Sage, Keir and Sara are doing an amazing job managing the front of house. They’ve created something special, much like what Susanna has built at Gothenburg - professional, polished, and service-driven.

The bar at Sage restaurant in Hamilton.

Q: Are you still involved in Wonder Horse?

A: No, I’m not involved anymore. Wonder Horse is fully Alex’s now. I was actually there recently and felt a real pang as I still love that bar. It’s one of the best in New Zealand, the cocktails are incredible, and I’m proud of what we built together.

At the time, though, we had two young kids, and Alex was there until 4am every night. He felt like he was doing the bulk of the work, and he was right. We explored a few options, but in the end, it made sense for him to buy us out. He’s kept it going brilliantly - he doesn’t need to be there every night anymore, and the place still runs at a high standard. He’s got other ventures now, like Neat, and a young family too. Bars and young kids aren’t a great mix. Kids don’t care if you’ve been up all night - they’re up at 6am regardless so stepping away was the right call, even though part of me misses it.

Bars and young kids aren’t a great mix. Kids don’t care if you’ve been up all night - they’re up at 6am regardless so stepping away was the right call, even though part of me misses it.

Wonderhorse bar in Hamilton - one of the best bars in New Zealand.

Q: Are you involved in any other things?

A: We’ve got a small investment in Brewaucracy, a local brewery. Honestly, it hasn’t returned a cent, but I really like Greg and Phil, the guys running it, and Greg brews excellent beer. When Graham Mahi from Triple 6 left town, there was a gap in Hamilton for really good local brewing, and I wanted to support something new coming through. Originally, I intended to be more involved, but life got in the way. Between work and personal stuff, I just didn’t have the bandwidth.

Q: Looking back on your career, what are some of the key decisions or moments that shaped your path to success?

A: A big one is just pushing through self-doubt. That’s been a recurring theme - those moments where I wasn’t sure if I could pull something off, but I kept going anyway. I’ve learned that when you feel those doubts creeping in, it’s usually a sign that you’re about to grow, so that’s when I try to dig in and work harder.

I’ve learned that when you feel those doubts creeping in, it’s usually a sign that you’re about to grow, so that’s when I try to dig in and work harder.

There are loads of things I’d do differently. I’ve made plenty of mistakes, especially in avoiding hard conversations. I used to be too focused on keeping everyone happy, which sometimes meant avoiding the tough calls that would have improved things.

We’ve also had a fair amount of luck such as finding the right sites, working with people who I click with, and having some great staff work alongside us, but luck only gets you so far. It’s the hard work and the follow-through that actually move things forward and knowing when to trust your gut and not let fear talk you out of something - that’s been key too.

It’s the hard work and the follow-through that actually move things forward and knowing when to trust your gut and not let fear talk you out of something - that’s been key too.

Q: What are the key lessons you’ve learnt from hospitality?

A: Hospitality is all-consuming, so you’ve got to be passionate about it, if you are not then you must team up with people that are. While I’ve come to appreciate the industry, I’ve realised I’m not a natural hospitality person so it’s been key to find people that can turn it on night after night. For me it’s about trying to improve Hamilton in the way I have chosen. At the moment its hospitality but I still joke that I’m waiting to grow up and figure out what I actually want to do with my life, I’m 48 though, so it’s probably time to get on with it!

I’ve learnt the difference that true professionals make. We’ve had staff who might be having the worst day, but you’d never know it when a guest walks in. That ability to turn it on and be present - that’s what makes someone great in this industry.

The economics of hospitality in New Zealand can be brutal. The cost of doing business keeps going up - minimum wage increases, food prices climbing, and while it’s good that staff are getting paid more, it does mean we have to charge more too. When we started, minimum wage was $13 and now it’s $23.50, and ingredients have doubled or tripled in cost. The business model must keep evolving.

Hospitality is slowly being recognised as a viable long-term career, not just a job people do while studying. That’s a shift I’m happy to see.

Hospitality is slowly being recognised as a viable long-term career, not just a job people do while studying. That’s a shift I’m happy to see.

Q: How did you deal with the stress and pressure you experienced?

A: For a long time, I didn’t deal with it well and I just internalised everything. I’d try to carry the load on my own rather than opening up to friends or family. That approach doesn’t work.

These days, I’m much more open. If I’m struggling, I’ll say so. I’ve learned the value of being vulnerable and telling people when things are hard, when I’m tired or sad, or unsure what to do. By opening up, I’ve also become a better listener. I’ve built a network of close friends I really trust, and that’s made a huge difference.

I’ve learned the value of being vulnerable and telling people when things are hard, when I’m tired or sad, or unsure what to do.

I’ve also become more realistic with myself. I no longer expect perfection. I go at my own pace, and if I’m not enjoying what I’m doing, I try to step back and reset. I’ve realised that it’s okay to slow down, to not always be pushing. I still enjoy the creative process, building places that people are proud of and that lift the standard in Hamilton, but I’m not putting the same pressure on myself anymore.

I’ve also become more realistic with myself. I no longer expect perfection. I go at my own pace, and if I’m not enjoying what I’m doing, I try to step back and reset. I’ve realised that it’s okay to slow down, to not always be pushing.

The goal is to keep going, keep learning, and enjoy the work - not just grind through it.

Q: How do you manage life outside of work now, and what are your thoughts on work-life balance?

A: Work-life balance is everything and I didn’t always get that right. Early on, I sacrificed a lot. I thought I was just getting old because I couldn’t move properly during football games, but really, I was just completely burnt out from overworking. I poured everything into the business and had nothing left for myself.

Work-life balance is everything and I didn’t always get that right. Early on, I sacrificed a lot. I thought I was just getting old because I couldn’t move properly during football games, but really, I was just completely burnt out from overworking. I poured everything into the business and had nothing left for myself.

Gothenburg has been successful, and financially it’s been rewarding at times, but I gave up a lot along the way such as the final years I could have played competitive football, and I’ve always felt a bit gutted about that. These days, I try to swing a bit further toward life.

My kids are my top priority now, like any parent will say. I put a lot of time into them because I know these years don’t last. I still play football, just at a lower level, and I’ve also been doing Brazilian Jiu-Jitsu (BJJ) for about 12 years now. I picked it up not long after opening Gothenburg, and it’s been a huge part of my life ever since. BJJ taught me resilience and how to stay calm under pressure. It’s honestly been the best thing I’ve done as an adult. It’s like meditation in disguise - you walk in with a head full of problems, and for two hours, someone is trying to choke you or stretch a limb uncomfortably, and suddenly nothing else matters but the competition. You walk out feeling better physically and mentally. I plan to keep rolling until they drag me off the mats. Core MMA in Hamilton, where I train, has one of the best facilities in New Zealand.

Carl and his kids celebrating the opening of Sage restaurant in Hamilton.

Q: What advice would you give someone looking to open an establishment or get into hospitality?

A: Do it, absolutely. But do it with your eyes open. Go all in but do your research first. Don’t copy things that are local but for sure take your inspiration from other venues around the world. Be different and find the gap in the market.

Don’t copy things that are local but for sure take your inspiration from other venues around the world. Be different and find the gap in the market.

Before we opened Gothenburg, a friend asked me what our point of difference was. I didn’t even know what that meant. I just said, “We’re going to be better than the others,” and she laughed - but I really believed it - not out of arrogance, just confidence that we could create something special. That mindset carried us through.

If you’re new to hospitality, start from the bottom. Do every job - wash dishes, work in the kitchen, run food, clean up. That’s how you really learn what’s happening behind the scenes. It’s something Susanna, Lani and Alex all did and now when something’s not quite right, we can spot it instantly, because we’ve been on the tools.

If you’re new to hospitality, start from the bottom. Do every job - wash dishes, work in the kitchen, run food, clean up. That’s how you really learn what’s happening behind the scenes.

The beauty of this industry is that if you love great food and drinks, it’s the perfect place to be. You get to travel, try amazing things, and bring those ideas home. I’m always looking at venues through two lenses - customer and operator. What do I love here, and how could I use that? It’s a bit of a curse as well because I can’t go to any place without deciding what I would do differently. When I do find those places, I tend to go and get the same thing. I become a creature of habit for my everyday dining experience.

With Octavo, I’m trying to recreate something I experienced in Vancouver - a premium casual spot where you can drop in for great drinks, dinner, or both. Every dish should feel special, something you want to share with friends and show off to out-of-towners. The goal is to create places that make people say, “You’ve got to check this out.” I want people to leave feeling proud of what Hamilton has to offer.

With Octavo, I’m trying to recreate something I experienced in Vancouver - a premium casual spot where you can drop in for great drinks, dinner, or both.

Q: What’s next for Carl Bloxam?

A: I’m honestly not sure. A lot depends on how Octavo goes. Part of me is wondering if there’s something beyond hospitality that I’d like to explore. If Octavo goes well and I’m happy with how it’s running, I might look at doing something else. My brain is constantly churning out ideas, but most of them I discard due to lack of time.

I’ve always felt there were gaps in Hamilton’s hospitality scene, and we’ve worked to fill them. After Octavo, I don’t really see a major gap that needs filling without competing with Gothenburg, Sage or Octavo so maybe that’s a sign to pause. My kids are at amazing ages right now as they still want to hang out with me, and I just want to enjoy that while it lasts. Soon enough they’ll be teenagers telling me to leave them alone. I’m not in a rush. I’m happy to stay present and not chase the next thing just for the sake of it. Knowing me something will pop up and I’ll want to sink my teeth into it.

Q: Many of our readers are young professionals in their early to mid-20s who are starting to think about their financial futures. Do you have any advice or wisdom you could offer them?

A: I’ve always reinvested almost everything back into the businesses, and while that’s worked out to a degree, if I could go back, I’d also invest a small amount consistently into something stable such as blue-chip stocks or a simple growth fund. Even $50 a month makes a difference if you start early. That compounding interest over time really adds up.

It’s all about balance, living for the future, but not at the expense of the present. Don’t tie yourself down too early, and if you can afford to start investing, just do it, even if it’s a small amount.

Also, know your worth. If you’re early in your career, focus on becoming indispensable and make yourself the person who makes things easier for others. Learn it all. If you have a feeling something is beneath you then it had better be because you have perfected it, and you want to grow and learn. It’s not about how long you’ve been somewhere; it’s about the value you bring. Show initiative, build your skillset, and then back yourself.

If you have a feeling something is beneath you then it had better be because you have perfected it, and you want to grow and learn. It’s not about how long you’ve been somewhere; it’s about the value you bring. Show initiative, build your skillset, and then back yourself.

Q: What advice would you give your younger self?

A: So much. I’d give my younger self a hug and let them know that they were doing well. Be open to learning, and don’t be afraid of mistakes. Hiding mistakes just drains you. Trying to act confident when you don’t know what you’re doing is exhausting. Just admit it, ask for help, and move forward.

Hiding mistakes just drains you. Trying to act confident when you don’t know what you’re doing is exhausting. Just admit it, ask for help, and move forward.

I used to put a lot of pressure on myself to appear like I had it all together, but that’s not real life. I’d tell myself to “be kind to yourself, work hard, but enjoy it. Be vulnerable. Ask questions. Make mistakes and own them”, that’s how you grow. Hold your friends up but ask them for help. Let them hold you up. Take time to sit quietly on purpose - not to plan or solve anything, just to notice what comes up. Feel the thoughts, recognise them, and see them for what they are. Your gut is looking out for you. Things you might not think make sense on an intellectual level can make sense to your gut. If something feels off when you are sitting with it, then take notice of that.

Feel the thoughts, recognise them, and see them for what they are. Your gut is looking out for you. Things you might not think make sense on an intellectual level can make sense to your gut. If something feels off when you are sitting with it, then take notice of that.

But mostly just relax. The things that feel like the end of the world at the time usually aren’t.

Q: If neither time nor resources were a constraint, what ultimate goal or dream would you pursue?

A: It would have to be something environmental. It’s a huge concern for me as I think it is for most people. If resources weren’t an issue, I’d love to see massive reforestation, clean energy everywhere, better ways of fishing. Just basic things that could make a big difference. I don’t want to give up modern life as I love cities, travel, technology, high carbon foods, but we’ve got to find ways to keep all that going without trashing the planet in the process.

If we could shift the system, even a little, I think we’d have a real shot at giving our kids a future that isn’t just about surviving but thriving. That’s the dream - keep what we’ve got but make it sustainable.

About Gothenburg

Nestled on the banks of the Waikato River, Gothenburg is one of Hamilton’s culinary standouts. Renowned for its vibrant tapas-style menu, the restaurant blends European influences with fresh local ingredients - perfect for sharing and sampling a variety of flavours. With floor-to-ceiling windows offering sweeping river views, attentive service, and an award-winning wine list, Gothenburg delivers a dining experience that feels both relaxed and special. Whether you’re celebrating or just seeking a memorable meal out, it’s a must-visit spot that showcases the best of Hamilton’s evolving food scene.

Visit the website here: https://gothenburg.co.nz/

About Sage

Tucked away in the heart of Hamilton East, Sage Restaurant brings together contemporary cuisine and warm neighbourhood charm. With a focus on fresh, locally sourced ingredients, their menu offers inventive takes on classic dishes - perfect for both casual lunches and special evenings out. The relaxed atmosphere, friendly service, and thoughtful wine list make Sage a favourite among locals seeking quality dining without pretension. For those looking to experience Hamilton East’s vibrant food scene at its best, Sage is an essential stop.

Visit the website here: https://www.sagerestaurant.co.nz/

About Wonderhorse

Hidden just off the main street of Victoria Street, Wonderhorse has earned its reputation as one of Hamilton’s most beloved cocktail bars. Known for its quirky interior, welcoming staff, and creative drinks menu, it’s the perfect spot to unwind after work or kick off a night out. From expertly mixed classics to house specials you won’t find anywhere else, Wonderhorse combines city-slicker style with an unpretentious vibe. With regular live music and a loyal local following, this hidden gem continues to set the standard for Hamilton’s after-dark scene.

Visit the website here: https://www.wonderhorse.co.nz/

About Octavo

Located on Hood Street in place of Craft. Octavo is a premium casual spot where you can drop in for great drinks, dinner, or both. Every dish should feel special, something you want to share with friends and show off to out-of-towners. Opening soon…