How Super Rugby rookie George Bell became next man up for the All Blacks

The All Blacks Rugby World Cup squad announcement last Monday was the least interesting of the nine previous campaigns.

There were no shocking admissions like Christian Cullen in 2003 or potential breakouts picked like Michael Jones in 1987.

When the name Finlay Christie was announced by Richie McCaw there would be no cheer for Napier hometown hero Brad Weber at Pettigrew Green Arena. Halfback was supposedly a contentions position, incumbent Christe survived. Weber was later named as injury cover alongside single-test flanker Samipeni Fianu and hooker George Bell.

Who is George Bell?

Bell has played 36 minutes of Super Rugby in one match for the Crusaders against the Force in Perth in 2022. Only four of his 11 NPC appearances for Canterbury have been starts. He’s one injury away from becoming an All Blacks World Cup hooker. From oblivion to fourth, this is sensational.

Asafo Aumua and Brodie McAlister are injured which helps, but Bell usurped experienced campaigners Kurt Eklund, Andrew Makalio, Ricky Riccitelli, and Bradley Slater in the national pecking order. How has this happened?

Shag Valley is a 12,000-acre sheep and beef station located on the Pig Root, between Dunback and Green Valley in Otago. This is where George Bell grew up. Bell’s father, Johnny is fifth generation on the property, which ranges from rugged high country to the flat, and is home to about 4000 ewes alone. Johnny was educated at Christ’s College, a prestigious Christchurch private school.

George told Robert van Royen of Stuff in September 2022.

“Awesome place to live, awesome place to grow up. My parents are still there, still chipping away...pretty hard work sometimes, but they’re tough.”

In 2019 the phone rang on an idle night at the Bell residence. Geroge’s mum Tanya answered. All Blacks and Crusaders hooker Codie Taylor was on the line. He announced to Tanya that he would be George’s mentor. The Highlanders Under-18 captain was suddenly bound for Christchurch, a reality reinforced when he was given a guided tour of Rugby Park by All Blacks and Crusaders captain Sam Whitelock.

“Once you get to know the people up here, and get in the system, you can definitely see why they're so good, it's such a good environment,” George said.

Since 2013 the Crusaders Academy (which George officially joined in 2021) has produced 55 All Blacks under the influential leadership of Aaron Webb.

A scholarship to study urban valuation at Lincoln University was another reason to head north in 2020.

Drew Campbell first encountered George when he was an intermediate teacher at East Otago High School. He knew the lad was unique while watching George bowl in a cricket match against much older opposition.

"He cleaned up Josh Finnie as a Year 8. Josh was in the New Zealand Under 19s," Campbell recalled.

"George has a bit of Jeff Wilson about him. He's very good at athletics and won the Otago Schools’ shot put title. He's always been a hooker in rugby with an unusual work ethic and skill."

George followed his brother Henry into boarding at John McGlashan College in Dunedin. Two years older Henry was Head Prefect and hooker in the First XV. He’s now playing NPC for Otago.

John McGlashan College wasn’t renowned as a heavyweight in Otago First XV rugby. In the last decade, they’ve become a force.

In 2016 ‘Johnnies’ beat fierce rivals Otago Boys’ High School (17-15) for the first time. In 2018 George was in the First XV that lost the Otago Premier final to Boys’ High (24-17) deep in injury time. Halfback James Arscott (now an NPC player) scored the winning try.

Campbell arrived as Director of Boarding and Head of Rugby that year. George would soar in 2019 making the New Zealand Barbarians Schools which the Johnnies Yearbook described as an “absolute monumental achievement.”

“We went to a World Schools tournament in South Africa and George made a real impression there. We really punched above our weight against some very big sides,” Campbell reflected.

“George was the type of player who’d make a big tackle or run whenever we needed it. He was disciplined and performed his core roles strongly. We had George and Leroy Ferguson who were outstanding. The rest of the boys worked hard but those two had rare quality.”

Twice John McGlashan held the Trustbank Cup, the Ranfurly Shield of South Island Secondary Schools rugby.

George was an Otago age group cricket representative and the leading wicket-taker and third-highest run-scorer in the First XI. Campbell believes Bell could have followed the cricket pathway if he desired.

Academically George achieved excellence endorsements showing strength in economics, maths, and agriculture. He was Deputy Head Prefect.

“George was really involved in the school, organising activities for boarders, helping juniors, and playing sports. He was a role model, well-liked by his peers and teachers.” Campbell said.

In 2020 George helped Lincoln win their fifth Canterbury Metro title in six successive finals. In 2021 he was selected for the New Zealand Under 20’s. They didn’t play because of Covid.

At the Crusaders George has developed a reputation as a “bit of a freak” in the gym.

On May 7, 2022, shortly after signing a three-year contract, he was called into the Crusaders for their Round 12 Super Rugby fixture against the Force in Perth. He replaced journeyman Ricky Jackson early in the second half and scored a try with the last play of the game earning acclaim from coach Scott Robertson.

“It was definitely a really special moment, getting onto the field and then getting that dot at the end was the cherry on top. A cool moment for the family and everyone behind the scenes to see me get over the line,” George said afterward.

A fortnight later George represented the Crusaders Under 20’s at the annual Super Rugby Under 20s tournament in Taupo. He was the top try scorer with four in three matches earning selection as New Zealand Under 20’s captain for the Oceania Under 20 Championship on the Sunshine Coast in July.

Again, George was the top try scorer with five in three matches, including three in the record 69-12 slaughtering of Australia.

The momentum of Bell continued for Canterbury in the NPC. Though he only started three matches, the 2022 Rugby Almanack raved, “Bell just had a stellar all-around rookie season.” He was named one of the five Most Promising Players of the Year, an accolade bestowed upon countless All Blacks, including Riche McCaw.

In fact, he was selected for the All Blacks XV Northern Tour but was ruled out with turf toe.

George was poised to play a growing role at the Crusaders in 2023. An early season training injury put pay to that. He broke his leg when All Blacks prop Joe Moody fell on him during a rolling maul. George made the bench for the June Super Final against the Chiefs in Hamilton. He didn’t get on the field in the Crusaders 22-20 win.

Asafo Aumua suddenly left the All Blacks XV tour for “personal reasons” in July. George was his replacement and started in the 41-27 victory over the Brave Blossoms in the final fixture of the tour. He produced 51 solid minutes.

On August 4, George made his fourth start for Canterbury in a 43-11 opening-round success over Northland in Whang?rei. Three days later his inclusion as injury cover for the All Blacks World Cup squad was most interesting but ignored by most of the press. George has worked closely with All Blacks assistant coach Jason Ryan.

“Jase had a massive impact on me. I remember him first chatting with me at university and he planted the seed about my future in the game which was a hugely pivotal moment for me. He’s a massive figure for me, a big mentor who’s helped me on the journey and kept me on the right path, so he’s been awesome,” George said.

Cruelly George just injured his quad. It’s uncertain when he’ll return to the field. Will he be a curious historical footnote or one to really watch?

P.S. In 2015 replacement prop Pauliasi Manu spent just three days as an All Black but walked away with a World Cup winner's medal following the final victory over the Wallabies. Manu flew to London as standby cover when Wyatt Crockett was forced to withdraw from the squad because of a groin injury suffered in the quarter-final against France. Manu had played for the Blues, Auckland, and the Chiefs. He played 165 first-class games in total and is now on the coaching staff of Moana Pasifika.