A New Generation

ASRV was founded to integrate the mindset we learn through training and sport into everything we pursue, and we take the same approach in our product design. The modern era of technology and information is giving rise to a new generation of individuals who are hungry to learn and willing to take risks to explore what life could look like on their own terms. ASRV is a collective of individuals who share this excitement for what is now possible. What sets us apart from many other brands is that our designers are also the users. We design for what we see is missing from our own closets, and we make adjustments based on how a product performs in our own lives. We created our design principles to integrate performance, versatility, and durability to cater to a new generation of high performing individuals in all of their pursuits.

The Compound Effect:

Imagine a stone being thrown into a still pond. The initial splash may seem insignificant, but as the ripples expand, they create a profound impact across the entire surface. Similarly, the small disciplines we commit to each day create a ripple effect in our lives. Over time, these seemingly minor actions accumulate and lead to significant achievements.

As many of us have experienced, the compound effect is the exact process that we engage with in our physical training. The consistent efforts in our daily training, even when seemingly small at first, have led to significant improvements over time.

The same principle applies to all other areas of achievement in life. Just as we have seen growth in our physical strength and endurance, so too can our skills, knowledge, and personal growth develop exponentially through the cumulative effects of persistent efforts.

Breaking Down the Journey:

Our biggest aspirations can often seem daunting when viewed as a whole. However, by breaking down these goals into smaller, manageable tasks, we remove the intimidation factor and gain a clearer roadmap to success. Each small discipline becomes a stepping stone that gets us closer to our ultimate goal.

In our lifelong pursuits, it is crucial to celebrate the progress we make each day. Acknowledging our efforts, no matter how small, can increase our motivation and reinforce the power of our disciplined approach.

The Compound Equation:


In this equation, the consistent small steps represent the daily efforts and actions taken towards a goal or aspiration. These small steps, when repeated over time, lead to cumulative progress, where the effects of each small effort build upon each other. Ultimately, this cumulative progress results in remarkable achievements that might have seemed unattainable when viewed from the outside.

The compounding effect is not a fleeting occurrence but an enduring phenomenon. It thrives on the principle of consistency and persistence, where each small effort contributes to a larger whole. Like a snowball rolling downhill, the compounding effect gathers momentum as time progresses. Each day's dedication and commitment to consistent actions build upon the foundation of previous efforts, creating a perpetual force of progress.