What a long, strange, trip it's been.
This year marks the seventh year in business for ASRX and I could have never imagined back then where we would be today. It’s been a crazy journey since those early Hawaii days and I am humbled and amazed at the support ASRX has gotten over the years.
Driving up the coast to the 2009 CrossFit™ Games
Ever since I saw my first Greg Glassman speech on excellence in 2006 during my level one cert, I've wholeheartedly believed in his philosophy. Focus on making whatever you do be as close to excellent as you possibly can, and everything else will fall in to place. My partners, Alex, Brian, Bryant and myself have worked hard to focus on this idea in ASRX and stay true to the core of the CrossFit™ community. We have been through a lot as a company. Starting with nothing and growing as fast as we did had it's challenges, and at times it felt like we had lost our way or that we couldn’t compete with the much larger companies coming into the market with huge amounts of money and resources. We even had our own internal battles. Traveling thousands of miles, to hundreds of different events, living on the floor of a warehouse/gym with no pay took it's toll. There were times where we would ask each other, is this worth it? But now, after much soul searching, and even more organizing and collaborating I am very excited to announce that ASRX will soon be elevating to an entirely new level.
Just enough room for a siesta on the road to the CrossFit™ Ranch.
Going in to late 2015 and in to 2016 we have many exciting things planned and plan to go back to the core of who we are as a brand. We are more focused than ever and ready to start a new chapter.
One of the changes you may have already noticed is the movement of the word “Life” from our brand logo and put in to our slogan “Live Life ASRX," and since you are reading this then you have already seen our brand new website. This is only the tip of the iceberg for what's to come and we couldn’t be more excited for what the future holds. New products, more designs, and some other fun projects to be announced in 2016.
Coach talking shop at our 2009 Games booth.
We feel honored and privileged to be a brand that has been part of this community for over seven years and wanted to say thank you all again for your support and loyalty.
Marcus "Badger" Dedina
President | ASRX
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