Asa is a 20-year dietary supplement executive and founder and principal of the marketing compliance software company Apex Compliance. He is also principal of Supplement Advisory Group, a boutique regulatory consulting group focusing on marketing risk analysis and practical marketing solutions for the web and social media. He is the winner of the American Herbal Products Association's (AHPA) 2023 Herbal Hero Award, chair of AHPA's Cannabis Committee, and is a Naturally Boulder board member.