ASG was originally founded in 1999 by Heinrich Dannhauser in South Africa as a diverse organisation involved in software development, management consulting, property development and more. In 2006, after great success in all the above areas, Heinrich decided to expand into the sports distribution industry. He did this with the establishment of ASG Sport Solutions (www.asgsport.co.za) and securing the exclusive agency for Rudy Project, Pinarello and Sidi in Southern Africa. In 2011 ASG International (www.asgint.com) was established as a strategic partnership between ASG Sport Solutions South Africa and italian bike bag company SCICON (www.sciconbags.com). Based in the north east of Italy (Mussolente, Veneto) ASG International is perfectly placed to conduct business in a wide range of sectors including cycling clothing Ftech (www.ftech.it), brands distribution, retail, events, travel and custom concepts. In 2016, the venture capital group Capitalworks, bought a stake in ASG, allowing the Group to rapidly expand its operations on a global scale. In 2017 ASG International expanded its operations to include specialised sport sponsorship, licensing and marketing services in the form of ASG Sport Management (www.asgsportmanagement.com) based in Montecarlo (Monaco). Later in 2017 ASG North America was formed. Ellsworth (www.ellsworthbikes.com) were introduced to the brand portfolio. ASG North America will assume the role of distribution for SCICON within the Usa.