Riding Off Into The Sunset

Dave Asher Retires From DragonFire

CHANDLER, AZ – October 5, 2016 – (Motor Sports Newswire) –  Although they say all good things must come to an end, it is a bit bittersweet for the DragonFire team to bid farewell to General Manager Dave Asher. A part-time position that was only going to take a couple of weeks brought the industry veteran out of retirement back in 2012 and quickly evolved into full time leadership of one of the hottest brands in the UTV industry and transformed the way DragonFire does business.


“Dave started at DragonFire with a desk the size of a filing cabinet,” says Sales & Marketing Manager Megan Dible. “He was brought onboard to empty out a 5,000 square foot storage facility packed full of obsolete inventory.” It was soon realized that DragonFire needed more from Dave than just liquidating overstock!  He stepped up to take over daily operations.

“Dave transformed DragonFire from a small race shop to where we are today with 40+ employees and a 15,000+ square foot facility,” she adds. “He grew not only the business but the people. Dave stripped the company to its bare essentials and then rebuilt it on a solid foundation. What was a dealer/retail direct job shop became recognized as a leader in the UTV industry expanding not only the dealer base, but partnering with distribution powerhouse Tucker Rocky.”


“I have really enjoyed developing a team of wonderful people,” Asher adds. “We had 11 employees when I took over and today we have 40 great employees designing and building the best aftermarket products available for the UTV marketplace. I owe a lot of people my ‘Thank You’ for all your support and contribution to our success… And now it is time, as I approach my 68th birthday, to say ‘so-long friends’ and to join my wife Pamela and our extended families in enjoying our time together.”

His wife quickly countered with “Looking forward to the new chapter in our lives, but let’s be honest, I give ‘retirement’ 3 months, 4 max! He’s just ‘that’ kind of guy.”

“The team at DragonFire will forever be in Dave’s debt as a leader and mentor,” Megan concludes.


DragonFire shares your passion for the sport! Whether it is exploring the badlands, racing at the local track, hauling a bale of hay to the north 40 or taking the entire family to the dunes for a holiday weekend to make some memories, DragonFire is there! Not only does DragonFire pride itself on #MakingMemories, with the 2015 BITD Pro Unlimited title, another Heartland Classic win and three Mint 400s in the bank, we are also pretty darn good at #MakingChampions!

Source: Motorsport Aftermarket Group