ASA was founded by Grant Ian Gamble, a globally respected leader in wellness business strategy, integrative health innovation, and mindful leadership. With over four decades of experience building and scaling health, fitness, and wellness enterprises across the U.S., Australia, and beyond, Grant’s work has touched many businesses and countless lives.

His vision for the ASA is grounded in real-world experience: understanding the challenges operators face, the overwhelm of procurement, and the need for alignment between values and vendors. ASA is a marketplace built by someone who’s walked in your shoes and designed this platform to genuinely support your success.

Today, wellness leaders around the world turn to AFFINITY not only for what we offer, but for who we are: a trusted partner in building something more meaningful, more sustainable, and more people-centric.

“Leadership in wellness isn’t about being the loudest voice in the room. It’s about building bridges and helping others rise.”
— Grant Ian Gamble

ASA is grounded in the philosophy behind The Affinity Principle; a people-first approach to business that champions connection, trust, and long-term value over short-term wins.

We believe that when you lead with empathy, listen deeply, and prioritize relationships, you create better workplaces and stronger businesses. This principle informs everything we do: from the way we select vendor partners to how we support our members and measure success.

Our ecosystem is designed to help you grow through heart-centered, smart strategy. Because when companies put people before process and purpose before profit, everything aligns and results follow naturally.

“When we lead with care and connect with intention, success becomes a shared experience.”
— The Affinity Principle

We believe commerce should be grounded in connection, consciousness, and care. That’s why we partner only with vendors who share our commitment to integrity, transparency, and service.

We’re about better prices and better partnerships.

Every product, service, and supplier in the ASA is selected for their ability to support the greater good: for your business, your team, your clients, and the planet. This is commerce with heart. Alignment with purpose. A marketplace where everyone thrives.

“Profit matters. But people matter more. And when both are in harmony, that’s where real success lives.”

— The Affinity Principle

At ASA, we believe global reach should never come at the cost of human connection. Our network spans borders, industries, and time zones, but our impact is always felt at the community level.

We work with wellness businesses of every size, from independent studios in regional towns to multi-site operations in major cities. No matter where you’re located or how big your team is, you deserve access to trusted suppliers, fair pricing, and meaningful support.

This platform was built to scale with you. Whether you’re a growing health clinic in Byron Bay or a functional training studio in Toronto, we’re here to ensure you have what you need to serve your community with confidence and care.

Because in the end, real change happens locally: one practice, one partnership, one person at a time.

“Think globally. Act locally. Serve wholeheartedly.”
— The Affinity Principle