— 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.