ASGA announces key leadership changes and welcomes Ashley Reade as the new President

The Australian Sporting Goods Association (ASGA) – the leading voice for Australia’s Sporting and Active Lifestyle Goods sector – has today announced that Ashley Reade, Vice President and General Manager at Nike Pacific will be the new ASGA President.

Ashley will fill the vacancy created by Andrew Reed’s recent resignation in his role of President effective as of 14 December 2023. Andrew has accepted a position that sees him taking on a secondment in Tokyo with Acushnet Japan as of January 2024.

Ashley Reade is a senior Nike executive with extensive experience building world-class teams, elevating the retail marketplace to drive deeper consumer connections, as well as experience in leading digital transformation.

Ashley has been a Wholesale Director for ASGA over the past six years, helping to connect prospective members into ASGA to fuel the growth of the Association. He has also been a driving force behind developing ASGA’s landmark industry research reports for members.

“It’s a privilege to lead ASGA as President after six years on the Board. I’m looking forward to working closely with a really talented and passionate Board to help grow and serve our member base, extend our sustainability footprint through TreadLightly, and continue to be a leading advocate for the sporting goods industry,” said Ashley Reade.

Andrew Reed was a Wholesale Director, serving on the ASGA Board for nine years, and as President for the past six years. Prior to Andrew’s presidency ASGA’s focus was predominantly focused on member wholesale data insights and being a representative voice for members to advocate on key industry issues.

Under Andrew’s leadership ASGA has transformed to have sustainability as a core strategic focus, this has included the move from a pilot program in footwear recycling in Victoria, to the national TreadLightly Footwear Program, recently achieving one million pairs of sports shoes being recycled.

Andrew has built an inclusive culture that has fostered a closer connection to members, greater diversity on the Board, and seen notable growth in grassroots member committees. ASGA is now in a strong position on member engagement and is financially sound, both greatly assisted by Andrew.

“I would like to personally thank the ASGA Board and its members for the opportunity to serve the Association. It has been a great honour to work closely with the ASGA Board and its members as we have strengthened the Association, always working to add value to the members and the industry, it has been exciting to be part of building a more sustainable future,” said Andrew Reed.

These key changes to ASGA’s board of directors, highlight a new era for the organisation as it continues to advance the Australia’s sporting goods sector.

“We are pleased to welcome Ashley Reade as President of ASGA. We look forward to Ashley working closely with ASGA’s Board of Directors and our members, as we continue to provide a valuable voice for Australia’s sporting goods sector,” said Shaun Bajada, Executive Director, ASGA.

Ashley Reade joins other members of the ASGA Board including Shaun Bajada, Daniel Vukadinovic and Russell Havens.

“On behalf of ASGA, I’d like to sincerely thank Andrew Reed for his valuable contribution to the industry. His 30+ years of experience in the sporting goods sector and his strategic leadership has greatly assisted us to scale up and grow significantly over recent years. We wish Andrew all the best for his secondment with Acushnet Japan,” said Shaun Bajada.

In November 2023, Rachael Adam, Senior Product Manager, Running, Training and Sportswear, Sportspower also stepped down from the board. Rachael has been integral to the success of the Association over the last four years, especially in relation to industry data. Rachael’s role will be filled in the coming months as the Board considers various candidates for three vacant positions.

MEDIA ENQUIRIES For more information, or to arrange an interview with ASGA, please contact Tara Ballard on 0436 330 267 or


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