What ASRV does

ASRV is a privately held, Carlsbad, California-based direct-to-consumer athletic apparel brand founded in 2013 that designs, markets, and sells premium performance activewear for fitness-focused men and women. Its catalog spans workout tanks, t-shirts, hoodies, shorts, joggers, leggings, outerwear, and accessories (hats, bags, socks, lifting equipment), organized by activity (RUN, TRAIN, REC) and rotated through seasonal collections and limited capsule drops. The company employs between 11 and 50 people, operates physical showrooms in Beverly Hills and San Diego, and runs a global shipping e-commerce storefront at asrv.com.

The company's differentiator is a portfolio of proprietary and co-developed fabric technologies sold under branded names, including Tetra-Lite® lightweight quick-dry wovens, AeroSilver® silver-infused antimicrobial nano-mesh, Laser-Vent™ perforated warp-knit for ventilation, Aerotex™ weather-resistant performance fabric, Tech Essential™ everyday training fabrics, SilverPlus® odor-control yarn, and WarpFlexx® four-way stretch — combined with premium licensed inputs such as Supima® cotton, LYCRA® ADAPTIV, and Cordura®. These technologies are positioned as functional performance layers rather than lifestyle-only aesthetic choices, and are tied to named fabric collections on the site. Strategic partnerships extend the brand's footprint: an ongoing New Era® headwear collaboration, a co-branded Equinox women's capsule launched October 2024, a Realtree camouflage license for outdoor and tactical products, an Outlast Phase Change technology integration in select headwear, and a brand partnership selected for BODi's P90X Generation Next program launching February 2026.

ASRV's business model is direct-to-consumer apparel sales at unit pricing, with core apparel ranging from $48 to $198 and premium outerwear up to $298, supplemented by accessories starting at $8. Revenue flows primarily through its Shopify-powered DTC site, with secondary contributions from two owned retail locations and selective wholesale. Customer acquisition relies on seasonal and capsule drops, a Strava fitness community, an ASRV Mindset content/email platform, a branded mobile app offering app-exclusive products and early access, and a 10% first-order email discount. End customers are primarily fitness enthusiasts — gym-goers, runners, and outdoor athletes — with men's apparel historically the larger horizontal segment and women's athleisure (including the Equinox capsule and Adventure Capsule) an actively expanding one.

Name

ASRV

Website

https://asrv.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

ASRV is a privately held, Carlsbad, California-based DTC athletic apparel brand selling premium performance men's and women's activewear through asrv.com and two California retail showrooms, leveraging proprietary fabric technologies like AeroSilver® and Tetra-Lite® to serve fitness enthusiasts.

Ownership category

akta.pro rank

Product category

Premium Athletic Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Sporting Goods, Hobby, and Musical Instrument Retailers (4591), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Activewear & Training Apparel (CRAAAEAA)

akta.pro secondary industries

Athletic / Performance & Activewear Brands (CRAAAAAD), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ), Outdoor & Active Lifestyle Apparel Retail (CRAAABAL), Running & Endurance Wear (CRAAAEAD), Training & Cross-Training Footwear & Apparel Retail (CRAMACAD), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Premium athletic apparel
• Performance activewear
• Gym clothing
• Technical sportswear
• Athleisure wear

Headquarters

HQ city

Carlsbad

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct Product Sales: ASRV generates revenue through direct-to-consumer sales of premium athletic apparel and accessories via its e-commerce platform and retail stores. Products are sold as one-time purchases with no subscription model, though the company offers seasonal collections and limited capsules to drive repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

ASRV designs and sells premium men's and women's performance athletic apparel and accessories—including tanks, t-shirts, hoodies, shorts, joggers, leggings, outerwear, hats, bags, socks, and sportswear—engineered with proprietary fabric technologies for training, running, and recreational activities. The brand operates direct-to-consumer through its e-commerce site and physical retail locations in Beverly Hills and San Diego, and organizes its catalog by activity (RUN, TRAIN, REC), seasonal collections, and limited capsule drops.

Product overview

ASRV is a premium athletic apparel brand offering a comprehensive men's and women's activewear portfolio. The company's product ecosystem centers on proprietary fabric technologies (AeroSilver®, Tetra-Lite®, Laser-Vent™, Aerotex™, Supima® Cotton, LYCRA® ADAPTIV, Tech Essential™, Cordura®) that power core categories including workout tanks, t-shirts, hoodies, shorts, joggers, leggings, and outerwear. ASRV organizes products by activity (RUN, TRAIN, REC), seasonal collections (Summer, Spring, Winter, Fall), and limited capsule collections (Graphics Capsule, Adventure Capsule, Ripstop Bag Capsule). Strategic brand collaborations with New Era® (hats) and Equinox (women's activewear) complement the direct-to-consumer product line. The brand positions itself on fabric innovation and performance engineering for high-intensity training and athletic performance.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's Athletic Apparel Men's performance activewear including workout tanks, t-shirts, hoodies, shorts, joggers, pants, leggings, and outerwear engineered for running, training, and recreational activities, organized into RUN/TRAIN/REC activity collections.
• Women's Athletic Apparel Women's performance activewear including sports bras, tanks, t-shirts, hoodies, shorts, leggings, joggers, and pants designed for running, training, yoga, and recreational activities, organized into RUN/TRAIN/REC activity collections.
• ASRV Accessories Athletic accessories including hats and headwear, gym bags, chest packs, gloves and sleeves, socks and underwear, jewelry and hardware, mindfulness gear, and lifting equipment for fitness and lifestyle use.
• ASRV x New Era® Headwear Collection Ongoing collaboration with New Era® producing ASRV-designed hats and caps including 9Forty® A-Frame, 9Forty® A-Frame Trucker, and 9Twenty® Strapback silhouettes with signature ASRV graphics such as Wings, Blade, Blade TD, and 8 logos.
• ASRV x Equinox Women's Capsule Women's activewear capsule co-developed with Equinox featuring AeroSilver® cropped training tees, Sorona® French-Terry hoodies and joggers, performance quarter zips, and LYCRA® 3-in-1 and 7/8 leggings, distributed through ASRV and Equinox retail.
• Graphics Capsule Collection Graphic apparel capsule collection featuring oversized tees, relaxed cutoffs, hoodies, and sweats with bold prints including Dragon, Eagle, Warrior, and branded ASRV graphics.
• Adventure Capsule Collection Women's technical outdoor capsule apparel including convertible pants, trail packs, and bandanas designed for outdoor movement and trail use.
• Ripstop Bag Capsule Limited capsule bag collection using lightweight ripstop fabric, including backpacks, duffles, crossbody bags, shoulder bags, laptop bags, and clip bags in multiple colorways.
• Seasonal Collections (Summer / Spring / Winter / Fall) Rotating seasonal athletic apparel collections (Summer '26, Spring '26, Winter '25, Fall '25) featuring weather-appropriate fabrics and styles for year-round training.
• Tech Essential™ Collection Sub-line of essential technical apparel featuring basic performance fabrics for everyday training and athletic use, combining performance and lifestyle aesthetics.
• Lifting Equipment Capsule Capsule collection of strength-training accessories including lifting equipment for serious gym and strength work.
• Laser-Vent™ x Aerotex™ Capsule Hybrid-training capsule combining ASRV's Laser-Vent™ perforated warp-knit and Aerotex™ performance fabric technologies across RUN and TRAIN activity apparel categories.

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Four partnerships are on record, tiered core and minor.

• EquinoxcoreStrategic or Co-development Partner · 17 October 2024ASRV debuted a women's womenswear capsule collection with Equinox in October 2024. The collaboration includes ASRV x Equinox branded apparel featuring AeroSilver cropped training tees, Sorona French-Terry hoodies and joggers, performance quarter zips, and Lycra 3-in-1 and 7/8 leggings. Products are sold through both ASRV and Equinox retail channels.
• New EracoreStrategic or Co-development PartnerASRV maintains an ongoing partnership with New Era on headwear, bringing ASRV design language to classic 9Forty A-Frame, 9Forty A-Frame Trucker, and 9Twenty Strapback silhouettes. The collaboration includes two-tone colorways, Realtree camo variants, and signature ASRV graphics such as Wings, Blade, Blade TD, and 8 logos.
• BODiminorGTM or Marketing PartnerASRV was selected as a brand partner for BODi's redesigned P90X Generation Next program launching February 2026. ASRV will provide athletic apparel as part of the program ecosystem alongside other fitness brands including Core Home Fitness, Hyperice, and Reebok.
• RealtreecoreTechnology or IntegrationASRV licenses Realtree camouflage patterns including Realtree Xtreme, Realtree WAV3, and Realtree Edge for use on select apparel and headwear products, enabling outdoor and tactical product lines.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Vuori: Vuori is a California-based premium athleisure brand offering men's and women's performance apparel for training, running, and lifestyle — directly comparable to ASRV in positioning, geography, and product mix, and explicitly named alongside ASRV as a leading California athleisure brand.
• Alo Yoga: Alo Yoga is a premium athleisure brand headquartered in California, offering men's and women's performance apparel, accessories, and wellness apparel — directly comparable to ASRV on premium price positioning, DTC-first strategy, and California brand identity, and cited alongside ASRV as a peer.
• Rhone: Rhone is a men's premium performance apparel brand focused on training, lifestyle, and activewear with proprietary fabric technologies — directly comparable to ASRV's men's-first positioning, DTC channel strategy, and emphasis on functional fabric innovation.
• Gymshark: Gymshark is a leading DTC fitness apparel brand with men's and women's training and athleisure assortments — directly comparable to ASRV in DTC-first model, social/community-driven marketing, and training-focused product positioning.
• Ten Thousand: Ten Thousand is a men's premium training apparel brand focused on durable, technical athletic wear — directly comparable to ASRV's men's training category, premium price point, and emphasis on performance-engineered fabrics for strength and conditioning.

Broad incumbents

• Lululemon: Lululemon is the global leader in premium technical athletic apparel, with extensive men's and women's training, running, and lifestyle categories — overlapping ASRV's core assortment and named alongside ASRV as a leading California athleisure competitor, though operating at vastly greater scale.
• Nike: Nike is the global athletic apparel and footwear leader with extensive training, running, and lifestyle categories — broadly competing with ASRV across customer segments and product types, though at vastly larger scale and broader assortment.
• Under Armour: Under Armour is a global athletic apparel brand with men's and women's training, running, and lifestyle categories — comparable to ASRV in product mix and target customer, though operating at significantly larger scale with broader distribution.

Emerging players

• Born Primitive: Born Primitive is a fitness-focused apparel brand with men's and women's training and lifestyle categories — overlapping with ASRV in training apparel and CrossFit/functional fitness customer base, though smaller in scale and less premium-priced.
• Tracksmith: Tracksmith is a premium running apparel brand offering men's and women's performance running gear with proprietary technical fabrics — comparable to ASRV's RUN category, premium positioning, and emphasis on fabric innovation, though narrower in product scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/asrvsportswear

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ASRV