Bob Morales

Inventor, CEO, Chief Product Designer @Asv Inventions, Inc

After selling KORE Bicycle Components to his partners in 1998, Morales wanted to create a new brand and company based on all the knowledge he had learned over the previous 20 years of being an entrepreneur. An Idea for a collapsible, folding motorcycle lever had been on Morales\'s mind since breaking a lever during Saturday practice at a local Motocross race in 1995. With a clean slate and a new brand (ASV) in need of its first invention to launch, the ASV Unbreakable Lever was born. This new concept created a whole new category of levers that now dominate the Off-Road motorcycle aftermarket. ASV grew from a single idea in Morales\'​ mind in to a world class brand generating over $5M in sales and employing over 30 people by 2008. ASV also acquired Universal Engineering in 2008 to give it a second brand to diversify it\'s product offerings.