About Us

The ASG Team partnered with iMasons at The November 2025 Power Summit

Who We Are

Strategic Partners. Industry Builders. Truth Tellers.

Founded in 2017 by Jarrett Appleby, ASG is built on a long history of leadership adept at scaling businesses across the data center, cloud, and real estate development industries. We go beyond traditional consulting to produce robust, actionable planning that galvanizes teams, excites investors, and satisfies the ambitions of our executive clients.

With a track record of delivering above-market growth rates, we are a team of executives, engineers, and dealmakers who have spent our careers building the assets that power the digital world. We act as strategic development partners, providing specialized advisory services across the entire ecosystem.

What We Do

Our Services

We act as strategic development partners, providing specialized advisory services across the entire ecosystem. Our role is clear: anticipate challenges, bridge knowledge gaps, and deliver great business outcomes

Corporate Strategy

Ecosystem architects bridging critical gaps between power, fiber, and real estate to unlock value.

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Sales Enablement

Forging crucial relationships and opening doors to top buyers for targeted, outcome-driven success.

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Go to Market

Agile, actionable planning that transforms ambitious ideas into measurable results in a fast-changing market.

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Power

Unmatched expertise in grid planning, interconnection, and energy market design for new and existing generation.

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The ASG Team

The ASG Team brand is defined by a blend of deep expertise, client-centricity, and a forward-looking approach.

Our Values

Integrity and Honesty

We differentiate ourselves from traditional consultants by giving our clients honest feedback tthat helps them take action. This "no BS" approach is a defining characteristic.

Outcome-Driven Success

We are fundamentally focused on delivering great business outcomes for clients. Our fees are tied to these successes, aligning their incentives with the client's win.

Thought Leadership

Being an ASG customer is implicitly a "stamp of approval," signifying to the industry and potential buyers that we believe a project is real and can transact after their pre-diligence.

Responsible Innovation

Our team believes in responsibly advancing the digital infrastructure. We aim to "leave the industry better than we found it" by solving complex problems.

A Non-Traditional Approach

We value flexibility and adaptability, able to pivot quickly, which larger firms often struggle with. We embrace being disruptive or non-traditional in our methods.

Collaboration and Relationships

We act as coaches for clients, managing the full project lifecycle from concept to execution and building long-term relationships to solve complex, multi-faceted problems.

Integrity and Honesty

We differentiate ourselves from traditional consultants by giving our clients honest feedback tthat helps them take action. This "no BS" approach is a defining characteristic.

Outcome-Driven Success

We are fundamentally focused on delivering great business outcomes for clients. Our fees are tied to these successes, aligning their incentives with the client's win.

Thought Leadership

Being an ASG customer is implicitly a "stamp of approval," signifying to the industry and potential buyers that we believe a project is real and can transact after their pre-diligence.

Responsible Innovation

Our team believes in responsibly advancing the digital infrastructure. We aim to "leave the industry better than we found it" by solving complex problems.

A Non-Traditional Approach

We value flexibility and adaptability, able to pivot quickly, which larger firms often struggle with. We embrace being disruptive or non-traditional in our methods.

Collaboration and Relationships

We act as coaches for clients, managing the full project lifecycle from concept to execution and building long-term relationships to solve complex, multi-faceted problems.

Let's Work Together

Need help with your project?

Whether you are securing power for critical infrastructure or seeking go-to-market leadership, our team is ready to provide the strategic navigation your project deserves. Let’s build what’s next, together.