Lifelong motorcyclist, racer, entrepreneur and bicycle industry business leader Bob Morales came up with the idea for the unbreakable motorcycle lever in 1995 when he broke his clutch lever while practicing for a motocross race. After selling his interest in Kore Bicycle Components in 1998, he started developing his pivoting lever idea and founded ASV Inventions.

He sold the first unbreakable dirt bike levers at the Glen Helen National in May of 2000. It took six months to sell through the initial 250 unit production run of CNC-machined clutches as dealers and riders got their heads around the idea of a lever that was built to last and to improve the rider experience instead of something you bought in pairs and replaced as needed.