the organization grow into the ATA (American Taekwondo Association) with hundreds of schools across North America. This national organization was built
on the foundation of strong business practices, solid mind and body train- ing, and a martial arts curriculum and philosophy based on respect, relation- ship building, courtesy, loyalty, educa- tion and honour.
From frustration is born a company That same mindset led Reed to de- velop ASF International (originally
ASF founder, chairman and CEO, Richard Reed, enjoying a day of golfing with his grandson Ryan
ASF develops, programs and tests all of their cloud-based, club management soſtware in-house
Class, training and other scheduling is a snap with ASF's scheduler
American Service Finance) in 1973, as he sought a solution to the problem of efficiently collecting monthly dues from martial arts club members. In talking with other club owners with similar frustrations, including a lack of billing options, Reed created ASF and pioneered the use of electronic funds transfer in the fitness industry, specifi- cally martial arts facilities. “Without a doubt Richard Reed is
a true entrepreneur,” says Sean Kirby, vice president of client relations. “What he did was truly unique be- cause he created it all from scratch. He created a martial arts school when you didn’t see a lot of martial arts schools, and then he created a billing compa- ny to facilitate collection on billings, »
January/February 2013 Fitness Business Canada 45
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