Marty Gordon
NRVsports@mainstreetnewspapers.com
John Asbury is approaching his 10th year as CEO of Atlantic Union Bank, and it’s a responsibility the Radford native does not take lightly.
“AUB’s story during that time has been one of significant transformation. We’ve grown nearly five‑fold into a leading bank across the lower Mid‑Atlantic, yet we’ve never lost sight of our humble beginnings as a Virginia community bank founded in 1902. Each year brings new challenges and opportunities, but the core of the job remains the same – serving our customers, supporting our communities, and building a strong, values‑driven institution for the long term,” he said.
The Virginia Business magazine has named Asbury its 2025 Business Person of the Year.
After accepting the honor, Asbury told a reporter he was “just a guy from Radford,” even though he’s the CEO of the state’s largest regional bank.
Asbury was born in Radford. His parents met while attending high school here in the New River Valley. His father, Robert Asbury, became a city manager in two other states but returned to the community he knew so well as the city manager in Radford. The year was 1979 when Asbury was an eighth grader.
He said his career starts with that foundation of family and his upbringing.
“I was old enough (beginning in 1979) to really see what public service looked like – the responsibility that came with it, and the expectation that you show up and always do things with integrity and respect. My mother (Carol Asbury) reinforced those same values through her career as a public servant as well, spending many years as an elementary school teacher at Belle Heth Elementary School,” he said.
Asbury became student body president in his senior year at Radford.
“I’m also grateful for great mentors, teammates, and the strong work ethic that was instilled in me at a young age. Over time, I’ve learned that leadership isn’t about titles — it’s about listening, earning trust, enabling others, and doing what’s right, especially when it’s difficult.”
“In my later years, particularly as CEO, I’ve also come to appreciate the critical role of strategy, vision, and culture. Those are now among my most important responsibilities as a leader,” he said.
Asbury says he felt deeply humbled to receive the Virginia Business honor.
“It was deeply humbling – and honestly, surprising. While the recognition has my name on it, I view it as a reflection of the many people I’ve had the privilege to work alongside over the years: my teammates at Atlantic Union Bank, mentors and family, and communities that believed in me long before any title came my way. I’m especially grateful to receive this recognition in Virginia, a place that shaped who I am,” he said.
Like so many others in the banking industry, he started at the ground level.
Asbury was extremely lucky to be hired for a summer job while in college at what was then United Virginia Bank in downtown Radford.
“Bob Whitmer, Dave Balmer, Joe Philpott and others supported and inspired me during that time, and I remain grateful to them to this day. I truly wouldn’t be where I am without that opportunity and their encouragement,” he remembered.
Growing up in Radford, taught him the importance of knowing your neighbors, showing up for one another, and staying connected to where you come from, he said.
“Those lessons stayed with me and naturally led me toward a career in banking, where relationships, trust and stewardship matter every day,” he said.
Asbury said Radford isn’t just where he’s from – it’s a part of him. His wife, Wendy Sublett Asbury, also has deep roots in the community. Her father was from Radford, and her grandmother, Sophie Sublett, was well known locally and led what was once known as the Welfare Department. So, when he says his roots are deep in Radford, he truly means it.
“Over the course of my career, I’ve lived in every time zone in the continental United States. I was away from Virginia for nearly 20 years and had no expectation of returning until I was hired by what was then Union Bank & Trust (now Atlantic Union Bank) in late 2016. No matter where life and work have taken us, Radford has always remained home in the most meaningful sense. I’m grateful for my upbringing there,” he said.
The banking industry has changed significantly in recent years, including a tough time during COVID, and like other banks, Atlantic Union is no exception.
According to Asbury, the past several years tested every organization. Throughout COVID and beyond, his bank’s focus was on people first — supporting the employees, standing by customers, and being a steady presence in the communities when things felt uncertain.
“Throughout that time, we stayed anchored in our values. That meant embracing change and adapting where necessary, while never losing sight of the relationships that define community banking,” he said.
When asked what the future is for the banking industry, Asbury said banking will continue evolve technologically, but at its core it will always be built on trust and relationships. “Customers want convenience and innovation, but they also want human connection — to know their bank understands them and will stand with them through both good times and challenging ones. The future belongs to institutions that can successfully blend modern capabilities with timeless values: trust, integrity, service, and commitment to community,” he said.
And when Asbury does get a chance to swing back to Radford, he enjoys stopping
by the local branch — led by Karen Smith — to say hello to his hometown Atlantic Union Bank team.