Our Story

Life-long motorcyclist, racer, entrepreneur and bicycle industry business leader Bob Morales came up with the idea for the unbreakable motorcycle lever in 1995 when he broke his clutch lever while practicing for a motocross race. After selling his interest in Kore Bicycle Components in 1998, he started developing his pivoting lever idea and founded ASV Inventions. He sold the first unbreakable dirt bike levers at the Glen Helen National in May of 2000. It took six months to sell through the initial 250 unit production run of CNC-machined clutches as dealers and riders got their heads around the idea of a lever that was built to last and to improve the rider experience instead of something you bought in pairs and replaced as needed.

Since those early days of skepticism, ASV has sold over a million unbreakable levers worldwide to riders and racers and have expanded from the off-road market into the quad, street and adventure categories and beyond. Bob is still at the helm, and his mission — besides trying to ride as many days of the week as he can pull off — remains to bring products to market that are category changing. As riders ourselves, we are all committed to developing high-end parts you are proud to have on your bike, not just because they look great but because they make your riding experience better.

From day one, we’ve backed up our levers with an unconditional guarantee — as crazy an idea in the motorcycle world as unbreakable levers were when we introduced them. Through market ups and downs we have never strayed from the idea of using only the highest-quality components in all our parts and backing them with an unbeatable warranty and customer service we can be proud of.

Thanks for checking out our site. Hope to see you soon at the track!