About us
Meet our team
Dedicated professionals driving our success
Ashley Keech
Founder
Founder and visionary, Ash is one of the driving forces behind the company. He loves to keep his hands full by participating in the development of our automotive parts, marketing, and customer experience strategies.
The road is yours
Ash - No choice
ALP-R is rooted in a lifelong passion for cars that started long before I had a say in it. Growing up, my dad owned and modified a wide range of enthusiast cars, and I was always right there, watching, learning, and absorbing every detail. What began as exposure quickly became instinct—there was never really a “choice” in the matter. Following in his footsteps felt natural, and today that same passion drives everything behind ALP-R.
A smoother ride
Road and Track Fascination
From early on, Ashley developed a deep interest not just in road cars, but in the world of track driving as well. It wasn’t enough to simply admire cars—there was always a curiosity about what actually made them perform better. Whether it was improving handling on the road or shaving seconds off a lap time on track, Ashley became fascinated with the details: suspension setups, weight distribution, tyre choice, and driver feel. That drive to understand the “why” behind performance continues to shape everything today, blending real-world road experience with a passion for pushing cars to their limits on track.