"ASG have been distributing Ellsworth mountain bikes in South Africa for a couple of years now", said Heinrich Dannhauser, Group CEO of ASG. "From the outset, we’ve been impressed by the quality, craftsmanship and performance of Ellsworth products, especially with the latest models. The acquisition reflects our effective diversification strategy across the cycling industry and with the deal concluded, we will now concentrate our efforts on building upon the heritage that the Ellsworth brand has already built in the United States, South Africa and Europe."

Tony Ellsworth, founder of Ellsworth in 1991, will stay on with the company as Head of Design and will continue to fulfil his passion for designing the best bikes on the planet. Tony has been spearheading mountain bike design and MTB suspension technology for almost three decades. He lives and designs by his mantra that Ellsworth riders must go further, faster, with less fatigue.

Claudio Fantin, International Marketing Strategist of the ASG Group, was quoted as saying: "The Ellsworth brand has enormous potential and is ... simply beautiful! We are ready and excited to take on this new challenge because the Ellsworth brand fits our corporate DNA perfectly – never stop having fun, never stop innovating, never stop breaking the rules."

Alongside bikes, ASG will invest in the development of a range of Ellsworth lifestyle products and apparel to compliment this iconic brand.

Mike Chapman will take over the reigns as CEO and brings with him a wealth of strategic leadership experience that will no doubt serve the business well.

Ellsworth will operate from its new facility in San Diego, California as a subsidiary of ASG North America. ASG will also distribute other in-house brands through the USA from this location, including SCICON (a market leader in the manufacturing and distribution of bike bags).

The ASG Group was originally founded in 1999 by Heinrich Dannhauser in South Africa as a diverse organisation involved in software development, management consulting, 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 ( and securing the exclusive agency for Rudy Project, Pinarello and Sidi in Southern Africa.

In 2011 ASG International ( was established as a strategic partnership between ASG Sport Solutions South Africa and Italian bike bag company SCICON (

In 2017 ASG International expanded its operations to include specialised sport sponsorship, licensing and marketing services in the form of ASG Sport Management ( based in Montecarlo (Monaco).

Beginning of 2018 ASG North America was formed as a strategic entry point to the American endurance sports market. In order to booster ASG North America’s strategic position, Ellsworth ( were introduced to the brand portfolio. ASG North America will assume the role of distribution for SCICON within the USA.

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Founded by Tony Ellsworth in 1991, Ellsworth Bikes was started in Tony’s garage with a passion and desire to build bikes in America with the highest level of American content.

Ellsworth Handcrafted Bicyles is the designer and manufacturer of the highest quality mountain bikes in the world. Ellsworth is a committed US manufacturer, actively engaged in social responsibility and sustainability as a Company. It is known for its uncompromised full suspension mountain bikes that provide more Traction, Control and Efficiency which translates into a riding experience like no other.

Ellsworth full suspension bikes carried the unique and patented Instant Center Tracking (ICT) suspension which Tony first patented in 1993. Today, ICT has been refined into Active Energy Efficient Suspension (AEES) which still carries the pedal efficient kinematics and ride essence of the original ICT, but now has improved ride characteristics, stiffer handling, and current geometries today’s professional and enthusiasts are looking for.

In 22 years Ellsworth received many awards, including but not limited to:
Outside Magazine Editors Choice; Popular Science Grand Master Awards, Recreation, "Bike Porn" award, Privateers Choice Award for Endurance Racing Bikes.

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