Strength has no gender
The story behind Iron Rose Logistics
In an industry often measured by tonnes lifted, projects completed and equipment mobilised, it is easy to overlook the people behind the work.
For Iron Rose Logistics founder Ashley Gould, the crane and lifting industry has always been about more than machinery and project delivery. It has been about resilience, determination, opportunity and the people who make it all happen.
Today, Ashley is the founder and director of Iron Rose Logistics, a proudly WA and 100% women owned crane and logistics company supporting mining, shutdown, infrastructure and industrial projects across the state. But the journey to building Iron Rose was anything but ordinary.
Long before Iron Rose existed, Ashley was learning what resilience truly meant.
At 30 years old, she was diagnosed with Von Hippel-Lindau (VHL) syndrome, a rare genetic condition requiring lifelong monitoring and management. While continuing to build her career and raise her family, Ashley faced another major challenge when she was diagnosed with pancreatic cancer in 2018.
She underwent a complex 12-hour Whipple procedure, one of the most significant surgeries performed for pancreatic disease. The experience tested her physically and emotionally, but it also reinforced her determination, resilience and appreciation for what truly matters in life.
Just as life began to return to normal, another challenge emerged. In 2024, Ashley was diagnosed with renal cell carcinoma and underwent surgery to remove part of her right kidney.
Today, she is proudly cancer-free.
Throughout every diagnosis, treatment and recovery, Ashley continued to show up as a mother to her three daughters, as a professional in the crane and logistics industry, and as a woman determined not to let adversity define her future.
Rather than allowing life’s challenges to limit her ambitions, they strengthened her resolve to build something meaningful. Those experiences would ultimately shape the values that sit at the heart of Iron Rose Logistics today: resilience, opportunity, compassion, determination and a commitment to lifting others up along the way.
Building a career from the ground up
Ashley brings more than 20 years of experience across cranes, lifting operations, logistics and project support.
Over two decades, she earned her place within one of Australia’s most demanding industries, developing extensive knowledge of crane operations, lift planning, logistics coordination and project delivery.
Throughout her career, she worked alongside some of the industry’s most experienced professionals, gaining practical knowledge that cannot be learned from a textbook. She understands the realities of shutdowns, maintenance works, construction projects and mining operations because she has lived them.
“I am passionate about seeing more women represented across mining, construction, and heavy industry,” Ashley said.
“I admire leaders such as Gina Rinehart and organisations that actively support women in industry.
“I believe visible leadership helps create opportunities for the next generation.”
Like many women working within traditionally male-dominated industries, Ashley also faced challenges along the way.
She encountered discrimination, harassment and barriers that often made the journey more difficult than it needed to be. Yet rather than allowing those experiences to discourage her, they became part of the motivation behind creating something different.
She wanted to build a company that demonstrated what leadership, professionalism and inclusion could look like in practice.
As a mother of three daughters, Ashley was also conscious of the example she was setting.
Balancing family life, career progression and significant health challenges required persistence, sacrifice and an unwavering belief that better opportunities could be created through hard work and determination.
More than a crane company
Iron Rose Logistics was founded on a simple belief: strength has no gender.
The company was built to provide professional crane hire, lift planning, lift studies and logistics support while creating opportunities for people who may not traditionally see themselves represented within the industry.
While many businesses focus solely on equipment and project delivery, Iron Rose takes a broader view.
The company combines practical, boots-on-the-ground experience with a modern approach to leadership, workforce development and diversity. Safety, reliability and technical capability remain at the core of every project, but so too does a commitment to building stronger industry pathways.
Iron Rose Logistics supports clients across mining, infrastructure, construction and industrial sectors throughout WA. Whether providing crane hire, lift planning, shutdown support or logistics solutions, the company approaches every project with the same commitment to professionalism and excellence.
Women who lift pathways program
For Ashley, business success is measured by more than projects completed — it is measured by the opportunities created for others.
One of the initiatives closest to Ashley’s heart is the Iron Rose Women Who Lift Pathways program. Created to introduce more women into cranes, rigging, lifting operations and logistics, the program reflects Ashley’s belief that talent exists everywhere, but opportunity does not always present itself equally.
The program aims to provide genuine pathways into industry through mentoring, industry exposure, practical support and career guidance. A key focus of the program is supporting women, including Indigenous women, who may never have considered a career in cranes and lifting but possess the determination and capability to succeed.
The long-term vision is to assist participants in obtaining nationally recognised qualifications, industry tickets and practical experience while connecting them with mentors and employers who can help build sustainable careers.
Diverse teams bring different perspectives, stronger problem-solving capabilities and greater innovation. These outcomes contribute to safer workplaces, improved performance and stronger businesses.
As Iron Rose continues to grow, Ashley remains focused on building a business that combines operational excellence with meaningful impact.
The company aims to become a trusted crane and logistics partner for major mining, infrastructure and industrial clients while continuing to champion opportunities for the next generation of industry professionals.
Ashley understands the importance of visible female leadership. She believes that when successful organisations actively support women in industry, they help create pathways that benefit future generations.
Iron Rose Logistics demonstrates that true strength is not measured solely by what we lift, but by the way we lift each other.
