Long before ASL existed as a company, Matt Bates was already deeply embedded in the worlds the business now operates within.
Not from the outside looking in, but from years spent inside action sports, live entertainment and motorsport environments; understanding the people, the pressures and the realities behind delivering live productions in fast-moving, high-risk spaces.
That background has shaped the way ASL operates from day one.
Because in industries like these, experience isn’t something you can fake. Audiences know when an environment feels authentic. Athletes know when they’re working with people who genuinely understand their world. And clients quickly recognise the difference between theoretical production knowledge and real-world operational experience.
Over the years, Matt has worked across live shows, action sports productions, arena environments, festivals, brand activations, and technically demanding public events; building a reputation around calm delivery, strong relationships and understanding how to make ambitious ideas work under pressure.
And while technology, platforms and audience behaviours continue to evolve, the fundamentals behind successful live production remain surprisingly consistent:
- Clear communication
- Strong planning
- Trust between teams
- Understanding the environment you’re operating in
- And staying calm when live situations inevitably change
That’s particularly true within action sports.
These are environments where timing shifts quickly, athletes operate at high risk, crowds expect energy and authenticity, and productions need to balance spectacle with real operational control behind the scenes.
It’s also why ASL has never tried to position itself as a generic production company.
The business was built specifically around industries and cultures the team genuinely comes from, led by people who’ve spent years understanding how those environments actually work.
For Matt, that understanding has always been about more than logistics or show delivery. It’s about protecting the authenticity of the experience itself; making sure productions feel credible to the audiences, athletes and communities they’re built for.
Because in action sports and live entertainment, audiences can tell immediately when something feels forced. And increasingly, brands can too.
That’s why experience still matters.
Not because the industry should stay the same, but because live environments are becoming more demanding than ever. The expectations are higher, the margins for error are smaller, and the need for productions that feel both operationally strong and culturally authentic continues to grow.
For ASL, that balance sits at the centre of everything the company delivers.
