Who We Are
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.
At ASF, our mission is to build innovative solutions that can deliver better, more efficient experiences for club owners and members alike. We’re passionate about providing fitness businesses and their members with the best software and support possible so they can focus on reaching their goals and strengthening their fitness communities.
For decades, ASF has helped gym and fitness club owners embrace digital transformation to generate more revenue, boost member engagement, and build stronger communities.
Let’s face the
future of fitness
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.