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About Us

Rob Holah

“Strong people are harder to kill”~ Mark Rippetoe.

Role: Founder/Chief Coffee Acquirer

Top Achievements:

  • 5 x World Finalist Firefighting Combat Challenge
  • Guinness World Record for Greatest Distance Climbed on a Ladder in 24 hours (Team) 109.59km (13 times the height of Mt Everest)

Will never give up: Coffee (he tried to give up...but nothing got done!)

Army alumnus Rob Holah founded IA when he noticed a need for high quality, functional, strength and conditioning equipment for his own training as a world championship level Firefighters Combat Challenge (FCC) competitor. Rob loves the community that the IA team provides. He loves both working and working out with the IA team and also with affiliate members and owners on his travels around the best boxes and strength facilities in the country. He says the affiliate owners he deals with are "some of the most inspirational, and driven individuals I have ever met, and this is highly contagious to everyone. It shows in their members, and their events too. It’s an inspiration, that makes me love my job.”

He says of his role at Industrial Athletic:

My primary role is in sourcing great people to produce amazing products, and then educating clients as to why quality will always be a better long term savings strategy than penny pinching from the outset. It’s a hard road. In the creation of the company, I have been a hands on part of every facet of this company - Accounts, sales, website, product testing, events, sponsorship, logistics, you name it. I now have a unique, and potentially irreplaceable overview of the entire operation.

Rob loves seeing people in the field achieve their personal goals and thinks there is little better than seeing the smile on someone’s face after a PB or their first muscle-up. His own current personal goal is to win the FCC world championships in 2014.

Rob and IA have supported the National Burn Centre, Leukemia and Blood foundation, Child Cancer Foundation, Breast Cancer Foundation, and a few others too. The most successful efforts being a successful Guinness World Record for climbing a ladder over 24hrs, and TV fundraisers with Wheel of Fortune (is it a family thing?), and Deal or No Deal.

Amber Moltzer

“Train like a beast, look like a lady”

Role: Social media, marketing, ambassador liaison and keeping the boss in line.

Top Achievements: Personal Trainer of the year runner up 2009-2011, Fitness Life cover 2012

Will never give up: Wonder-dog ‘Rockstar’ Rocky

Amber has a long history in the fitness and strength and conditioning fields. Perennially finalist in fitness industry awards. Over the years she has developed a reputation as an elite level trainer with a constant and driving search for innovative and highly functional training techniques. This has lead her to train with and learn from highly regarded strength coaches and athletes such as IAs own Cliff Harvey and Richie Patterson and world renowned coaches such as Steve Cotter. Amber now has a keen interest in CrossFit.

Amber loves that at IA she is able to work with a group of highly talented team mates and athletes doing something she loves. She describes it with one word: ‘AWESOME!’


Industrial Athletic is proud to be part of the major donor programme with KidsCan, sponsoring 20 Kiwi kids per month helping provide the essentials and support that our future generations deserve.

KidsCan provides Kiwi kids in need with food, clothing and health items at school, so they can get into the classroom in a position to learn. They believe that education equals opportunity, and all children, regardless of their social economic background should have an equal chance.