About Us


We are New Zealand owned.  We provide High Quality Strength and Functional Fitness Products and are the Leaders and Specialists within Our Industry

Absolutely Outstanding Facility and Team of Staff. Huge Variety of High Quality Equipment and Knowledgeable Trainers to Assist with any PT needs or general Questions


Rob was actually born in Papua New Guinea and spent most of his teenage years in Bangkok. Something out of the ordinary like this becomes apparent when you sit down and chat with him, and you begin to realise how worldly he really is - in his business and his personal life. Rob IS the heart of IA. He founded the company after noticing there was a lack of high quality, functional strength and fitness equipment available to him while he was training as a competitor for the Firefighters Combat Challenge (FCC) at a world championship level. Rob’s focus is sourcing great people to produce amazing products, and educating clients on why quality will always be a better long term savings strategy. A man of many talents, he served as a senior firefighter for 15 years, represented Scotland in the Havana Club Cocktail Champs in London while in his 20s and most randomly: resuscitated a baby at a restaurant once! As well as being a champion Dad to Jasper and Marlo, Rob’s claim to fame is being a world finalist in the Firefighters Combat Challenge five times and holding a Guinness World Record for Greatest Distance Climbed on a Ladder in 24 hours (Team) - 109.59km, to put it in perspective, that’s 13 times the height of Mt Everest (what the actual heck…right?!). Here in the IA office we’d like to think his claim to fame is actually the number of 'zazzy' one liners he comes out with - yes Rob, elastic laces are totally cool! Three of his favourite things: Amber, Jasper and Marlo (obviously) - but aside from family, he loves his Ariat Cowboy Boots, his Bow (and arrows), and his charcoal BBQ burner "


Amber’s alias at IA is ‘Brand Guru’, but we could easily change this to ’Superwoman’ due to her extra curricular full time ‘activities' which include being an awesome wife to Rob and amazing mother to Jasper and Marlo. Amber has worked in the health and fitness industry for over a decade and has loads of accolades to her name - she was on the cover of Fitness Life magazine in 2012 and was runner up Personal Trainer of the Year for three years straight. She’s always had a competitive streak and used to try and be the first kid out the gate after school every day! Amber likens herself to Miss Piggy (obviously not in the looks department - Miss Piggy should be so lucky!) saying ‘she’s a bit bossy and very loud’. Three of her favourite things: family, chocolate and having everything organised


Joe's title here is Transformer which loosely translates to the guy who turns the dream into the reality for our customers. A seasoned CrossFit athlete and coach, Joe has been a member of the IA extended family for many years prior to joining us in sales. When he's not making sh!t happen here at IA, he loves hanging out with his partner Holly and sons Jona and Caden. It would be fair to say he's obsessed with vinyl records, photography - and if he has a spare moment - chilling out watching the TV series Shameless. Three of his favourite things: Holly, the kids and his record player


The friendly voice at the end of the IA phone belongs to our Customer Service Guru, Jo Valentine. With a passion for fitness and wellbeing, Jo lives and breathes the brand, also including daughter Indie in her at-home workouts. When Jo is not hanging out in the office she can be found hanging out with her family, at the beach and perfecting her own fitness goals.


Marketing front runner Shay Taylor is passionate about marketing, all things social and is a complete beach lover.  With over 10 years experience and a few industry awards to his name, Shay has worked alongside some heavy hitters including SKYCITY, The Heart Foundation, Vodafone Warriors and award-winning restaurants MASU by Nic Watt and The Grill by Sean Connolly. Three of his favourite things are his bodyboard (he likes to be different), Allpress coffee & craft beer.