» Supplier Profile
Technology and Human Harmony
From its humble beginnings as a taekwondo club grew ASF International. It now offers billing, software and marketing solutions to thousands of clubs across North America.
BY KATHRYN KORCHOK ASF
International deliv- ers a one-two knock- out punch in health
club billing: technology solutions and relationship building. The company, which has grown from its humble be- ginnings as a martial arts studio, con- tinues to focus on those core strengths in a unique fashion that reflects its tae- kwondo background. CEO and chairman Richard Reed
got his start in the club industry as a taekwondo practitioner and club owner in Omaha, Nebraska. He first learned the discipline in the U.S. Air Force while stationed in Korea in the mid 1950s. There, he met and trained under Grand Master G.K. Lee who was operating sev- eral taekwondo facilities in the country, including one at an air force base. One of Reed’s compatriots there was Chuck Norris, who went on to enjoy fame as a martial artist and actor. Reed and Lee forged a
friendship, and when Reed returned to the U.S. he worked with his congress- man and the U.S. consul- ate to bring his teacher to Omaha where they opened a martial arts school. Experiencing early suc- cess, they franchised the school and ultimately saw
44 Fitness Business Canada January/February 2013
ASF's corporate headquarters near Denver, Colorado
ASF's front counter check-in soſtware makes it easy to see when a member's account needs attention
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