Advance Storage Automation, a division of Advance Storage Products has designed the Rover solution around specific warehouse pallet automation needs.  Rover’s bi-directional movement is ideal for both ambient and cold storage applications, and provides for higher density storage compared to other technologies.

Learn more about the history of Rover and the team of automation experts who are implementing the NEXT GENERATION of automated pallet storage and handling systems.

A New Approach To Pallet Automation

With installations throughout North America, ASA is built on a 40 year history of pallet handling experience. Our autonomous mobile robot (AMR) is the leading bi-directional pallet and large product handling vehicle on the market, and has become the trusted solution for some of the world’s biggest brands.

Unlike competing technologies that can only address one aspect of pallet handling, Rover is able to automate the transport, storage and delivery of pallets for order fulfillment.  In addition, beyond palletized product, we can handle a wide variety of large items with our solution, and have adapted the Rover to accommodate everything from furniture to specialized food containers.  

With our automated storage and retrieval (AS/RS) capabilities, Rover can maximize your storage footprint and increase throughput, enabling customers to scale up capacity without new facilities or more employees.  Also, through our unique design, we are able to implement our solution in any type of environment, from in-store applications for e-commerce order picking to large distribution centers for omni-channel fulfillment.   

The Advance Storage Automation Team – Team Rover!

Our team brings extensive automation experience to ASA, and have worked with a wide variety of material handling technologies across a broad range of customers and markets.  Meet the team that is bringing a new approach to pallet automation with our Rover solution.

Chris Assenmache


Chris Assenmacher serves as President of ASA, and is responsible for leading the ongoing development and growth of the organization.  He possesses extensive experience in technology commercialization, robotics and software driven automation. Previously, he served as CEO of Carter Control Systems, Inc., a national provider of industrial automation solutions and material handling systems for distribution, e-commerce and post/parcel customers. Chris is a graduate of the University of Delaware, and also possesses a master’s degree in economics from the Fox School of Business at Temple University.

Peter Kimbler

Chief Rover Engineer & Product Manager

Peter is the Chief Engineer and Product Manager for Advance Storage Automation.  In this capacity he oversees the design and building of the Rover vehicles and the Rover systems.  Applying over 9 years of experience with Advance and a 25 year automation background he is responsible for guiding the systems from early conception with the customer to final system commissioning.   Peter graduated from Colorado State University with a degree in Mechanical Engineering and utilizes his multifaceted field experience to help cultivate the Rover program forward to more and more material handling applications.

Tyler Newman

Director of Operations

Tyler currently serves as Manager of Systems Implementation for Advance Storage Automation, responsible for the overall success and installation of the Rover systems, as well as Rover and automation production.  He has also served as the Plant Manager for Advance Storage Product’s Salt Lake City facility and has a deep understanding of the rack manufacturing process.  He has many years of project management experience in executing multi-million dollar projects in heavy industrial industries.  Tyler is a graduate of Brigham Young University and holds his PMP certification.

Frank Rhodes

Team Lead, Mechanical Engineering

Frank serves as the mechanical team lead, responsible for leading and providing direction to the mechanical design team.  Previously he was a project engineer for Advance Storage Products, and has experience in rack design, project engineering, sheet metal design, and fabrication.  Frank brings over 10 years of engineering experience to support our growing automation team.  He also holds a Bachelors and Master’s degree in Mechanical Engineering from Cal Poly Pomona.

Jay Patel


Jay serves as Controller for Advance Storage Automation.  Previously, he served as Controller for Advance Storage Products for five years.  In his current capacity, he oversees he Accounting and Finance for ASA.  He brings over 25 years of accounting experience to the position, and is a licensed CPA in the state of California.  He is a graduate of California State University, Fullerton and possesses a Bachelor’s Degree in Accounting.