Who We Are

About ASF

ASF is a Colorado-based tech company that provides gym management software, payment processing solutions, and customer support to fitness businesses, including gyms, health clubs, and martial arts studios. For nearly 50 years, ASF has been a pioneer, innovator, and leader in the health and fitness club software industry. 

group of people stretching in gym

Let’s face the
future of fitness
— together.

Our Story

ASF was founded in 1973 by Grand Master Richard Reed, a martial arts expert, entrepreneur, and co-founder of ATA (formerly the American TaeKwonDo Association). To stay ahead of the competition, Reed realized that he needed a more comprehensive and effective billing software for his martial arts studios, but he couldn’t find the right solution. 

Ever the innovator, Reed founded ASF (formerly American Service Finance) Payment Solutions in order to build a billing and loan software solution for martial arts schools in the United States. Then, in 1981, Reed purchased the Marina Fitness Club in San Francisco, where he tested and launched the first EFT and credit card payment option. In 1982, ASF introduced the first DOS-based check-in system on a standalone computer to track member attendance. By the 1990s, ASF had launched the first Windows-based membership management software and created the first internet-based member portal.  

“Achievement comes from ideas followed through with action.” 

–  Richard Reed    |    Founder of ASF

Over the past 20 years, we’ve continued expanding upon our founder’s vision by providing cutting-edge, mobile-first gym and member management solutions to fitness businesses throughout North America.  

All-in-One Gym Management Software

Our suite of solutions includes software for enrollment, point of sale, inventory management, analytics, scheduling, and a mobile app for owners and members.

Secure Payment Processing Solutions

Benefit from a reliable cash flow and greater peace of mind — for owners and members — with flexible, PCI-compliant payment processing.

Exceptional Customer Support Services

Have payment issues or a software question? Just want to say hello? Our incomparable support team is here for you and your members.