Made in Action Sports & Urban Culture. Built to deliver.
The ASL
Approach.
for the outcome.
How
We Work.
Some projects need input early; shaping ideas, pressure-testing what’s realistic, making sure it will actually work. Others just need to be delivered properly, without fuss. We’re comfortable in both, and we’ll be clear about where we add value.
In practice, that means we work around you. If you’ve got a team in place, we plug in and support it. If you need us to take ownership, we’ll take it on and run with it.
We’ve done these enough times to know what good looks like, so you won’t be chasing us or second-guessing what’s happening. Things stay clear, organised and moving.
The
Proof.
Welcome to ASL Active Team
Cut from the same world.
Different backgrounds, same mindset. We meet in action sports and urban culture – not just professionally, but because it’s what we’re genuinely into. That shared perspective shapes how we think, how we work and how we deliver, from first idea through to live show.
Matt Bates
Matt leads ASL with over 25 years of experience in live events, shaped by his early career as a professional motocross rider. Having built the business from the ground up, he understands what makes sport, audience and production click – and brings a hands-on, no-nonsense approach to delivering events that not only look right, but actually work.
Rupert Pratt
Rupert brings deep expertise across sponsorship, sports marketing and live events, working with global brands to maximise partnerships and commercial impact. He understands how to make things land commercially, not just creatively – and brings a sharp, strategic lens, a strong network and just enough personality to keep things interesting.
Aimee Morris
Aimee shapes communications and brand at ASL, defining how ideas are positioned, understood and delivered. She brings an audience-first approach, blending strategy, content and commercial thinking to ensure everything connects and performs – keeping it grounded, human and actually enjoyable to engage with.
Tony Nash
Tony looks after operations at ASL, with over two decades of experience delivering large-scale events. He’s the one who makes things happen on the ground—bringing structure, control and a calm, confident approach that keeps everything moving, even when the pressure’s on.
Kevin Harris
Kevin develops commercial relationships across ASL Active, supporting long-term partnerships and new business opportunities. He brings decades of motorsport and technical industry experience, combining operational knowledge with a practical, relationship-led approach that helps connect clients, partners and projects across the business.
Nina Barbour
Nina brings a proven track record in building and growing Bolesworth into a leading lifestyle and equestrian event. As a shareholder, she offers strategic insight shaped by real-world experience, with a strong understanding of audience, brand and commercial balance – helping guide how events are positioned and developed.
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Let’s talk.
Rather than directing every enquiry through a generic inbox, we believe the best conversations happen when you’re connected with the right person from the very beginning.
Meet the ASL team below and connect directly with the person who feels like the right fit for your project.