AMF HQ is a premium boutique strength training facility in Tauriko, Tauranga, built for people who train with purpose. The gym is fully equipped with elite, hand-selected strength equipment from world-leading brands such as Gymleco and Hammer Strength, set within a clean, welcoming space maintained to a high standard.
Memberships are deliberately capped to prevent overcrowding, meaning no waiting for machines and no distractions — just focused training in a space designed for results. AMF HQ welcomes people of all fitness levels, from first-timers to advanced athletes and competitors, within an intentional, like-minded community that values quality over crowds.
The gym was founded by Ash Mullen, an IFBB Pro Men's Physique Athlete with over 10 years' experience in the health and fitness industry, alongside Lou Mullen, an IFBB Fit Model Pro and Accredited Sports Nutritionist. The coaching team, which also includes Louise Watson and personal trainer Mike Black, has built AMF into a supportive community where members are guided individually toward their goals, backed by exclusive access to the AMF Training App for personalised workouts.
Founded over 10 years ago, AMF HQ has grown into a distinctive boutique strength training facility in Tauriko, Tauranga — one built deliberately around quality over crowds. It's a gym designed for people who train with purpose, backed by world-class equipment, an intentional culture, and a membership model that puts training experience ahead of maximising numbers through the door.
AMF HQ is fully equipped with elite, hand-selected strength equipment from world-leading brands including Gymleco and Hammer Strength — the kind of kit more commonly found in specialist strength facilities than standard commercial gyms. That equipment sits within a clean, welcoming space maintained to a high standard, and because memberships are purposely capped, members train without the usual frustrations of a crowded gym floor: no waiting for machines, no chaos, no distractions, just focused training.
That capped-membership approach also shapes the community itself. AMF HQ describes its culture as intentional — a like-minded, motivated group of members who respect the space, encourage one another, and take their training seriously, whether they're brand new to the gym or a competing athlete.
AMF HQ was founded by Ash Mullen, an IFBB Pro Men's Physique Athlete with more than a decade of experience in the health and fitness industry, holding qualifications including a Certificate in Exercise & Sports Performance (Level III & IV), Personal Trainer certification, a Certificate in Sports Coaching, and First Aid & CPR certification — alongside a National Top Trainer Award from the Snap Fitness 8-Week Challenge in 2015. Alongside him, Lou Mullen brings her own credentials as an IFBB Fit Model Pro, Accredited Sports Nutritionist and qualified personal trainer with over five years in the industry. The coaching team also includes co-founder Louise Watson and personal trainer Mike Black.
For members, that expertise translates into more than just a workout — each member gets exclusive access to the AMF Training App, which delivers personalised workouts designed around their individual goals, providing an added layer of accountability and structure. AMF HQ welcomes people of all fitness levels, from complete beginners to advanced athletes and competitors, with a stated focus on building a supportive, family-like environment rather than a purely transactional gym membership. For anyone local to Tauriko serious about their training, AMF HQ positions itself as a space built specifically for that commitment.