S M Intro Photo
22 Jul 2019

Behind The Shield - 30 Years of S&M BIkes

BOOK OUT NOW!

sm

By Scott Towne | Originally published in DIG Magazine Issue 99.8 - 2017

— S&M is the most punk rock company in BMX. As the product of smart ass wild-child Chris Moeller, the company’s start date finds itself in 1987, but the soul of S&M goes back almost to the beginning of BMX. Born and bred in the SoCal hotbed of everything cool, Chris staked his claim at the track as a member of the outlaw Peddlepower bike shop team, but was introduced to the BMX public as a test rider for BMX Action magazine in 1985. Almost overnight, the Mad Dog nickname was known to everyone in BMX.

— In that era (pre-internet/social media), the magazines were the entire BMX media. BMX videos didn’t really exist yet, save for some corny shit like RAD and a couple other laughable productions that just made BMX look bad. Appearing every month on the pages of BMX Action was all-star status for teen-aged Moeller. BMX Action was the big dog of BMX magazines and had a fairly short list of test riders to have graced its pages, but being a “chosen one” for the legendary photographers of the mag to shoot with was as good as it got - maybe even more than being a factory sponsored rider. Adding “Most Factory Magazine” test rider to his existing status as a troublemaker local racer at the Orange YMCA BMX track gave Moeller star power.

— Chris’ frequent, abusive encounters with less than stellar equipment for the magazine: A mixture of delicate racing bikes and the onslaught of sub-par overseas BMX equipment that emerged in the mid-80s, demanded the need for a better bike - if not just for himself, but for everyone. Partnering with an older local racer/jumper in Greg Swingrover, they transformed their ideas to paper and paper to product, and the original S&M frames were born. Being located dead-center in the mecca of BMX industry had it’s advantages, and S&M enlisted the likes of legendary 1970’s BMX brands Cook Bros. Racing and later, Voris Dixon, to make it’s first frames. These were first-generation BMX companies, as well as independent fabrication shops, and they knew how to make a proper frame jig, miter tubing for the strongest joints and lay down clean weld beads to hold it all together. They understood head tube angles, tube diameters and thickness, dropout spacing and how it all effected the ride of the finished frame. With sage craftsmen bringing the S&M designs to life, Moeller, along his more subdued partner, they brought the personality to the public. S&M had instant credibility when the first K-9 D-Zine frame hit the track, dirt and street - and it was the first frame designed to do it all. BMX took notice, from riders with an open eye for the latest product developments, to the industry heavies churning out the bikes Chris had been thrashing up until that point. S&M was on the map, right out of the gate.

Moeller Wizard Bsr

BSR at it's finest - Long Beach, circa '87. Photo: Spike Jonze / The Wizard Publications wastebasket.

— As a business grows and evolves, people start having different visions of the future. A couple years into S&M, Swingrover had to make bigger moves, leaving a toddler S&M in the hands of Moeller to guide it along the way. The early 90s were not good years for BMX on a “big picture” level. The industry was barely producing a pulse and there were very few companies or pro riders making any kind of a living solely involved in BMX. However, this is the exact scenario in which a scrappy motherfucker like the Mad Dog thrives. Chris’ “Dog Bites” magazine article from this time, about re-purposing used cups and salad bar plates at Carl’s Jr. To get endless free food and drink, is a published example of his resourcefulness - assuming he was also paid to write the article as well, he came up twice on that one. The Mad Dog MO showed early on. Working every angle and everything in his path, and with help from his punk rock/Orange Y BMX friends like Paul Green, S&M slowly gathered momentum.

— From the start, S&M attracted a certain “type” of rider. Down for BMX because they love it, down for S&M because that same love is evident within the brand and it’s products. Call it core-integrity or simply “hardcore”, it’s been a constant theme for the brand. Guys like John Paul Rogers were on board early, traveling cross country with Moeller in a VW bus, hoping to win back enough money from the A pro class at each race to keep the wheels in motion. Always doing it on the cheap, and not just out of frugality, but necessity. There was no money and no consistent way to earn it back then, but the movement continued for S&M. The quality and ride-ability of the frames spoke for itself, and the characters aboard the bikes did the rest.

— Keeping with his early reputation as a troublemaker at the track, there was constant conflict at nationals across the country as the S&M show hit the road. Moeller himself spearheaded most the controversy, having run-ins with the legendary likes of DD Leone, Turbo Harry Leary (AKA “Onionhead”), Greg Hill and several other notable combatants. These incidents often ended with a suspension for Moeller, but not after a moonwalk on the infield amid cheers and jeers from the crowd. Kids loved it. Parents hated it - or at least acted like they did.

— The action extended beyond the track, and keeping with the race/jump/street intention of the original S&M frame, Mad Dog brought his S&M machine to every type of event. From the first 2-Hip Meet the Street contest (with a trick list taped to his number plate), to dirt jump contests in a leather jacket and a Stars N Bars motorcycle helmet (don’t forget the smoke bombs), the presentation was funny, but when push came to shove, Moeller was always a serious contender (or winner) of these events.

Sm Bikes Early Ad
"A mixture of delicate racing bikes and the onslaught of sub-par overseas BMX equipment that emerged in the mid-80s, demanded the need for a better bike - if not just for himself, but for everyone"
- Scott Towne

— The first S&M Frames set the standard for everything that still works in BMX. “Double-Diamond” technology has always been the frame configuration of choice - not much in the way of gimmicks, but clean designs that work, with embellishments to make them last. The original K-9 D-Zine is not a whole lot different than a modern frame in the S&M line - except for the 1-1/8” headtube, of which S&M was one of the first to incorporate into a BMX frame, and a mid-BB, another feature S&M latched onto early. The Mad Dog frame, the Dirt Bike frame, then the Holmes - the first extra-long BMX frame designed to take it all, the beloved Challenger race frame - the lineage of S&M frames goes on, but never fluctuates a whole lot from the original in terms of functionality or appearance. Truth be told, S&M’s iconic Slam Bars are pretty similar in design to some of those produced by smaller 80s brands, but the legacy of Slams is one that continues today. A good design works, and if it ain’t broke, don’t fix it - just make sure the crossbars are welded on straight.

— As S&M slowly grew, so did the crew. Early devotees to the shield include Dave Clymer, a mysterious and malicious rider who was as wild on the track as he was at a street comp. Guys like Jimmy Levan, with strong roots in racing, then onto dirt jump contests and legendary street status, was an early Dirt Bike pilot. Shaun Butler, AKA “Goldie LaShaun”, was a Sheep Hills local who took dirt jumping (and S&M Bikes) to the next level.

— Never forgetting their early BMX heritage, S&M logos and jerseys paid homage to many iconic brands: The red and yellow FMF-inspired logo saw light on Slam Bars, jersies and more. The iconic GT wings got a sarcastic nod from Moeller more than once, speaking to the love/hate relationship of Moeller and the mothership of Huntington Beach BMX. The white/black S&M jersey with the red stripes saw more exposure (X1000) on the backs of S&M riders than it ever did in its original incarnation as the Panda Bikes uniform. In recent times, S&M’s take on the classic JMC Racing logo has been in place on their racing frames for the last few years. You’d have to know to know, but if you do, you know it’s an honorable homage to the golden years of BMX.

— There is always a fine line between patronage and parody with S&M. Are they serious? Sometimes it was obvious they were, but often it was not. Print ads of the day always made a statement. The triple-clamp fork bong conversion may have been the one that got them banned from Ride BMX magazine (and prompted the creation of Faction magazine out of spite). The nightstick assault on the Biker in Black and the Free Agent brand started a notable shitstorm. The Chinglish-influence for the announcement of an Asian-made S&M pedal is an unforgettable ad for anyone who’s ever read a bicycle trade magazine. Repeated tormenting of Moeller’s OC BMX neighbor (and one-time employer) Todd Huffman at Auburn Bikes came in the form of a paid page devoted to the attributes of a new bolt-together S&M frame, dubbed the “BS-20” (that, no doubt, some now-40 year-old rider still thinks was real), as well as naming an early S&M video “44 Something. Todd Huffman doesn’t Ride” just to pour gas on the fire. More recently, Moeller himself starred in a print ad aboard a surfboard racked beach cruiser for the “Rider Stoned” ad campaign that made waves, bro. Marketing 101 tells us that paying to advertise bogus parts, in a negative light, just to piss some people off and confuse others is 100% the wrong way to promote your brand, but it worked for S&M. Fact: The still-popular “Perfect 10” handlebars were first debuted as a joke, but kids bought into the idea, and bought into the bars, making them one of the most popular items in recent Shield history. Sometimes the jokes on you, but in this case, the joke came back to the bank.

Moeller Hannah Wizard 005 Rgb

Versatility in effect:  The Mighty Mad Dog going griz aboard an early S&M build at the very first BMX street contest - the 1988 2-Hip Meet The Street in Santee, California.  What you can't see is the trick list on the back of his number plate, which included such advanced maneuvers as a "long wheelie" and a "skid". Photo: Spike Jonze / The Wizard Publications wastebasket.

"There is always a fine line between patronage and parody with S&M. Are they serious? Sometimes it was obvious they were, but often it was not."
- Scott Towne

— Jokes aside, S&M is as real as it gets. The legacy of riders to honor the Shield is long and mighty, from the famous to the infamous: Dave Clymer, John Paul Rogers, Jason “Timmy” Ball, Jimmy Levan, Tim Strelecki, Anthony Sewell, Shaun Butler, Josh Stricker, Matt Beringer, Neal Wood, Cam Wood, Keith Treanor, Marvin Loetterle, Mike Griffin, Sean McKinney, Brian Castillo, Tony Cardona, Cory Nastazio, Troy McMurray, Kris Bennett and so many more. The characters involved in the team’s history are comprised of as many personality types as the character who runs the company, and that says a lot. Pissing off as many people as they get stoked has always been the S&M way, but the scales usually tip toward the Shield.

— In recent times, S&M has become the epitome of “mid-school” cool. Dudes that came up on late 80s and 90s BMX scour the ends of the earth for original S&M frames and parts, but the catch is that there is no catch. S&M hasn’t ever stopped producing Grade A, USA-built BMX products. There are no “replica” bikes in the S&M lineup, they are all the real thing, whether they were built by GT for S&M in 1992 or build last month at the in-house manufacturing facility at S&M HQ. The current lineup of frames and parts offers something for everyone in BMX. These days, there isn’t just one frame designed to do-it-all like the K-9s or Mad Dogs of the early days, but there is a frame designed for just about every category of BMX. The current S&M team is as diverse as the product offering, with technical street prowess of Charlie Crumlish and Craig Passero, to the raw and wide-open street approach of Mike Hoder, to the high-profile dirt performances of Hucker, to the backwoods soul style of Clint Reynolds or the dedicated flatland that Chad Johnston provides, everyone is moving in a slightly different direction, but make no mistake, everyone is moving, and doing it for S&M Bikes.

— Since day one, S&M has managed to walk the line of rebelling against the father-figures of BMX while honoring their heritage at the same time. It’s a punk rock formula that doesn’t necessarily make sense on paper, but it has worked, in practice, for over 30 years. S&M has had the same “shield” logo since its inception. How many BMX brands can say that? None. The longevity of this branding speaks to the heart and soul of S&M Bikes: Unwavering, reliable, and always kicking ass. Piss off the status quo, while building a legion of dedicated followers at the same time. Rebel against everything while setting the standards for craftsmanship and performance, all with a DIY approach. S&M does it their own way, and it’s worked for over 30 years. Here’s to 30 more. - ST

Sm Bikes Bs 20 Neon Ad
"Fact: The still-popular “Perfect 10” handlebars were first debuted as a joke, but kids bought into the idea, and bought into the bars, making them one of the most popular items in recent Shield history. Sometimes the jokes on you, but in this case, the joke came back to the bank.​"
- Scott Towne
  • Sm Book
  • Sm Book 5
  • Sm Book 7
  • Sm Book 6
  • Sm Book 4
  • Sm Book 3
  • Sm Book 1
  • Sm Book 2

of 8

The new S&M Bikes book, 'Behind The Shield' is available HERE or via these Official DIG partners: Source BMX | Bros Store | Kunstform | Lux BMX | 4Down UK Stores

Previous

Weird & Revered - Vagabond Squad Interview

Bringing people together and making things happen.

Next

GIVE IT HELL! Fast & Loose in Colorado

Deep and steep, straight up the guts...

Related Content

Legenday-sandm-product-title 1

Re Print: Legendary Products - S&M Slam Bars and Redneck Stem

Legit Influential Classics of the Modern era

21 May 2015
Reynolds Bmx Etnies T1 Ramp Austin 2

Last Days Of The T-1 Ramp Part 5: Clint Reynolds

Clint reflects on his time riding the wooden paradise of Deah...

7 Sep 2016
BMX tshirt history FBM 1

The Most Influential BMX* T-Shirt Companies of the 80's & 90's - PART 2

Remembering Lord Clothing, Scum, Anarchic Adjustment and many more...

20 Nov 2015
Short Frame Intro

Short Frames and Street Riding - A Brief History

How that flatland influence runs deeper than you might think...

6 Oct 2017
Dave Parrick 2001 D18 Sc No Border

Dave Parrick - Under Your Influence

Stew Johnson talks 'Nowhere Fast' & etnies 'Forward'

8 Jul 2016
Robbo Tuck Villij

7 Days Later - What Really Happened To Robbo?

A DIG 99.8 Re-PRINT

23 Jul 2018
Aw Digbmx Seanburns Eclatkc 4 2

Burns, Baby... Burns.

A DIG 99.8 RE-PRINT

21 Aug 2018
https://www.vans.eu/bmx.html

Latest Content

Infamous london
Play Button

Infamous - Metropolis

London / Lisbon / Paris

29 Nov 2024
S5 B Ff TM Kxe Ihqdefault
Play Button

Source BMX - Linda Grabner Bike Check 2024

Linda's shred machine

29 Nov 2024
Logan DIG thumbnail pic re sized
Play Button

Logan Ostrom x Whthous

A certified ripper

28 Nov 2024
Q8 Ec P So5 Hohqdefault
Play Button

CINEMA BMX - RVA DAZE

Charging Richmond streets

28 Nov 2024
In the cut 2024 screen legends better
Play Button

2024 LEGENDS OF THE FALL JAM - IN THE CUT

Heavy heat at a legendary park

27 Nov 2024
MY Uhx Ezz F Iohqdefault
Play Button

BACK BONE ZONE - CLINT REYNOLDS

Talking trails, DIY bowl building, Credence/S&M Bikes and living the BMX life his way

27 Nov 2024
HNF9 Rm1a5s Mhqdefault
Play Button

KANODE KNOWS - NATE WESSEL

Legend Status

27 Nov 2024
AK Tc L3 H8w J Ihqdefault
Play Button

Dan Kruk - Borough Breaker Rally

Episode 5

26 Nov 2024
EZ D7e XI Fi Ehqdefault
Play Button

JULIAN ARTEAGA - CROWN JEWELS | Sunday Bikes

One week through the UK

26 Nov 2024
2 A6gw Hb Ed E4hqdefault
Play Button

SOULCYCLE | 'BEST OF MARNIX' 2024

Amsterdam, Netherlands

26 Nov 2024
5t Kn Ua GTVX Ihqdefault
Play Button

JAYDEN MUCHA - BURN SLOW X SHADOW

Collab Time

25 Nov 2024
EVIQ8 RX Io Gshqdefault
Play Button

AVERAGE CADAVER - Steven Hamilton

Fresh Styley

25 Nov 2024

DIG Partner stores

More Features

KG drone shot

KEEPING IT LOCAL - 20 YEARS OF KELVINGROVE SKATEPARK

Happy Birthday to our local Glasgow park.

18 Sep 2024
Jamie Pipe Tribe

A Brave New World - The history of KHE Bikes, Part 2

Taiwan, a pornstar, and innovation in a can

18 Apr 2024
Dragon Higa gap to manual copy

PROJECT X

This is Project X - This is BMX

9 Apr 2024
WILL JACKSON SOUTHPORT OLDHAM SESSION SHOT BY KANO KANE 2

WILL JACKSON - THE 'MUSCLE MEMORY' INTERVIEW

"I got my first WTP frame at the back end of 2001. Half a lifetime ago."

21 Dec 2023
Simple session 2023 boyd hilder 9

Simple Session 2023 Photo Journal

23 years and counting...

27 Sep 2023
BOH RAIL JAM 2023 47

Battle of Hastings - Photo Journal 2023

From the beach to the basement of Source Park

12 Sep 2023
Trey Jones Pocket Air1 Aguilar 2023
20230804 DIG GLASGOW 0028

30 YEARS OF DIG EXHIBITION & BSD Jam - In Photos

Jammin' and premierin'

11 Aug 2023
20230421 OHIO 0218

Postcards from Ohio - Photo Journal

3 cities, hundreds of spots

9 Jul 2023
45 dig 93 by dolecki LYNN 250 POSH

Trails Closed - The End of Posh Woods

Why the legacy of Posh will absolutely endure

14 Jun 2023
2nd angle Zack Scott DIGBMX 4

The "Full Coverage" Interview

Never underestimate the camera guy!

8 Jun 2023
Robin in Split Croatia Photo Kieran Cooper 7

Robin Bourhis “From Engineering to Riding”

The story behind his WTP 2023 Video Part

26 May 2023