ASEC Begins with “Action”
Frank Scura conceived the Action Sports Environmental Coalition (ASEC) in 2001; Frank was then joined by his friends and co-founders Bob Burnquist, Jen O’Brien, and Damon Way later that year. Motivated by the influence action sports icons have over young consumers and by the positive actions of athletes, they set out to answer the question: “What would happen if the action sports industry became a role model for sustainability?”

Who is ASEC?
ASEC is an organization founded and supported by action sports athletes, industry leaders, participants, and natural products companies. With consciousness changing as quickly as our climate, people like Bob Burnquist, Jen O’Brien, Danny Way, Geoff Rowley, Rob Machado, Cara Beth Burnside and hundreds of others, as well as industry leaders like Quiksilver, Planet Earth, Element, Etnies, and many more have asked themselves the question: “How can we utilize our collective power to do our part to improve life quality and evolve the industrial consciousness of our planet?” ASEC is the action sports industry’s response to that question!

What’s it all about?
ASEC is about progressive eco-education and empowering people to adopt a sustainable lifestyle in a way that embraces their existing lifestyle and enhances it. We think sustainability is fun and sexy; simply put, we throw a better party! ASEC works to inspire the action sports industry and its participants to value and take action toward social and environmental responsibility. That goal is achieved through many different programs, each providing an exciting environment in which to learn.

Our Education Philosophy and Approach
Most organizations focus their efforts on what is called the low-hanging fruit areas or the ones that they believe will easily adopt the initiatives. That means that ghettos don’t get much love because people believe that when someone can barely feed their family or themselves, they can’t be told to buy an $8 sandwich when they can get a burger for 99 cents. ASEC has a different philosophy; we go everywhere from the suburbs to sub-culture. For us, it’s about planting seeds; we don’t expect to change a kid or a community in one day, but we have seen success time and time again by making a powerful enough impact in a moment of engagement, supported by iconic images and other exposure opportunities. People not only retain the knowledge, they adopt the lifestyle.

Our Industry United
ASEC is uniting the action sports industry around a sustainable agenda. We bridge cooperative efforts between our industry media, athletes, event producers, and industry leaders to create a unified field of consciousness. We do everything from providing content and information to support green and nutritional initiatives with large-scale media operations such as The X Games and Dew Action Sports Tour to providing assistance in sourcing organic cotton for companies like Quiksilver, Element, and DC Shoes. We identify opportunities to transform the negative effects of the industrial revolution into the positive realm of the industrial resolution.

These programs and initiatives are a small part of the effort ASEC puts forth to meet the challenges facing us today. ASEC’s actions serve to Engage, Inform, Inspire, and Empower consumers to make the world a better place.

Make a difference. Join the Resolution.

The Action Sports Environmental Coalition (ASEC) invites you to “Recycle Your Brain”.
Go fast, ride hard, live wise! But most of all, enjoy the ride!