About Us

Industrial Athletic Limited

Although now based in Auckland, it all began in a shed in rural Tauranga, New Zealand. Flipping and hammering tyres, swinging on rings set up on tree branches, weight vest and sand bagged hill runs, and home made ropes for sled pulls and climbs were initially our tools. We have always had an interest in all things related to functional strength and fitness. This passion led us to discover kettle bells, olympic lifting, and an ever evolving approach to training. Our need for better quality gear led us to one inevitable conclusion, we could not find equipment of the quality we demanded (at a reasonable price), and it seemed we were not the only ones!

Over the years we have spent much of our time importing and testing gear. Often rejecting gear from large number of manufacturers, what we know now, is that all equipment is not created equal, and neither are the athletes that use it. Your demands are paramount to us. We believe in what we do, and what we offer. We believe we know what you want, because it's what we want too.

Whether it is a single barbell, or a total commercial facility set-up, we have you covered. There are certain values we like to live by - we do not sell machines, because with your hard work, discipline, effort, and sweat and the right tools you will become one. We have no sales reps, and we are a family team. With our personal approach to our supporters, we believe that make us the industry outsider. But, we believe if you have found your way here, you also are not run-of-the-mill either.

Our Philosophy

This is still an evolution. An evolution of training methods, the response to the body, and the correct equipment for the job. There is no easy fix to strength and fitness, so if you are a dedicated "6 minute a day" infomercial junkie - this gear is not for you. Real fitness and true strength come from hard work, good technique, programming, and discipline. We will help you with the gear, the rest is up to you.

To make sure you have the tools you need, we must focus on research and development. Highly specified raw materials are the first key ingredient, reliable manufacturers with great designs and reputations are next in line, and lastly (but certainly not least) robust technical and field tests! We have great feedback from so many of our customers. They help us develop our products with their ideas, compliments, and even criticisms. Evolution is the key. We will always strive to be better.

Our Values

Honesty, Integrity, Value, Attitude, Ownership, and Quality

Our Goals

To promote a community
To continually improve on, and develop new, product
To perpetuate the cycle of growth for other small, family run businesses
To encourage sustainability, and lower the environmental impact (maybe slowly at first, but incrementally none-the-less)
To build a progressive business that always values the customers, and the quality for the product
To establish ourselves as the leader in real strength an fitness supplies
To incorporate a Charity goal wherever possible - and we will make this possible
To think like people, not always business people.
To provide rewarding, and sustainable careers for family and friends