So when I met him, one day he finally goes, “I’ve got to tell you something. We were gradually getting some headway. So we’re standing there selling our stuff and Ricky Johnson and Broc Glover walk up. We did those injected plastic colors and clear and different ones with red in them. We feel like you could be the right person for it, because it’s such a different sport. What you realize on the way down, the people you appreciate are the ones that are still standing there, picking up the pieces and getting on to the next day, which was a lot of our days at work. Those guys—Mark and Jeff and Brian—to me they were brilliant. The shoe guys, guys like DC, were coming up, and Etnies and a bunch of small brands that were focused solely on shoes. It’s hard to be a gear brand and a clothing brand and not be on exactly the same path. I don’t see anybody one more successful than the other, but certainly different. My arm got sucked into the back and broke my thumb. So we did a licensee deal where we’d sell the stuff and market it, and Laurens would manufacture it, put it on a shelf, ship it, collect it, and pay a royalty to us. The gear part of it grew quick. They told him he can’t do it unless he has the name on it. When you fail. At that point, the brand had taken off and the brand was just selling everywhere in big, big ways. So it was a weird dynamic. He had a big factory. [The Simo brothers] were trying to help me get involved with some stock car racing with the Bechtel family, which is a pretty wealthy family. I couldn’t see the wood through the trees. Mark and Brian really had this dream of being kind of the next Nike. We started wearing them around at the races and on the beach. This isn’t a battle you’re going to win.” I think he kind of said that more because he knew I wasn’t going to be able to pay him, so he wasn’t going to volunteer any more legal work. We rode at Carlsbad together. I know that weekend he was in Mexico riding with Danny LaPorte and Donny Emler. Mark Simo So I think our skill was we could engage people and bring them into the story and make it fun. We were kind of in two different worlds. I just try to hold that dear. At that point, No Fear was really, really growing. It was brought up to me not too long ago. I think they were absolutely brilliant, both from a creativity standpoint and a business standpoint. So maybe that’s why they took it right away. But when I was hurt, not only did McGrath reach out, but Jeff Surwall said, “Look, we’ve got a new company. I remember coming in Monday morning and almost three-quarters of everything in there was gone. We had lots of fun. I can’t be a business owner and a rider and not be getting paid. So we were part of that transition. Then I met Mark and Brian [Simo]. Brian was in charge of securities and fraud at No Fear, so he was always a little harder to get to know. I was able to tap into those resources and start making sublimation jerseys. Cool, man.” It made my life. He was doing roller skates and golf clubs and anything else he felt like doing. It was just a shock, like it is for anybody. When the European guy wanted to buy it, Mark started freaking out because he knew he would do whatever the hell he wanted everywhere. My first project was Adrian Fernandez on the IndyCar side of things. I have no negative feelings about that. I think he just kind of wasn’t sure what to make of me, but I always looked up to him. I’m with this one collector and he’s looking at the labels and he goes, “This was ’87, when you guys switched from the printed to the woven labels.” Like, stuff I don’t even know. He started talking to me about making glasses and got us off the ground. That was the second part of the same problem, but I wasn’t going to make the same problem. I think we were both the beneficiaries of that. So you can imagine how feverish the growth was. We’re going to go down this No Fear path, and we’re going to go out there and take this stand.” It was kind of an attitude. So we had these little rolls of this, little rolls of that. I think when you look at businesses and you have partnerships, there’s more that fail than succeeded. I hear Ricky loud and clear.The Shoe Jeff Surwall The shoe, we were making shoes, and we decided to design one. The chest protector that we did in colors sold amazing. Everything is f--king mint. To me, it was almost like I started my own business within a business, and that’s how they left me alone. We didn’t do a great job with shoes. You can’t be good at everything. We all kind of glanced over at our three bitchin’, perfect bikes leaning against each other in the warehouse, and we’re like, “We’ve got to sell them.” So we said to Marty, “Can you find someone that’ll buy these things?” So he found a guy, and we sold them for like 60 cents on the dollar, but we needed the money to make payroll. I didn’t know what it was. I took a little more interest in learning about trademarks and how that works. They didn’t give a shit. So in the moto world it certainly drew some attention to it. Mark Simo Jeff Theodosakis I’ve got two daughters now, 20 and 24, and they’ve got their leather Bad Boy jackets, and they’re the shit with those things. The No Fear shirt was worn by everyone on the playground, from the star peewee quarter back to the sensitive piano playing band geek just hoping to fit in. I remember tears in my eyes as I rolled that bike up the ramp onto the pickup truck. We’d roll out on the floor fighting and yelling at each other. Well, they all freaked out, and thought I was going to sue them, so they ended it. Who are you?”. We did link sports together. So a lot of people who were disgruntled with what they either did get or didn’t get or received or didn’t receive, the one thing that was crystal clear that you learn in business is the ride up is way sweeter than the ride down. I don’t think anybody was expecting the gear to be as much of a success or become the driving force behind the brand. Be YOU Fearlessly! Every athlete is a franchise, and you would treat them that way. So it hit me a little bit harder in terms of my perspective to it. I was like, “You’re having this problem. I know how you are.” At 12 years old he was jumping 150 feet on a minibike and stuff. Amazon's Choice for No Fear Clothing. . We were all-in. Jeff Surwall The gear itself, I was amazed it took off like it did. He went one direction and had a lot of success doing that. We’d roll out on the floor fighting and yelling at each other. So a lot of people who were disgruntled with what they either did get or didn’t get or received or didn’t receive, the one thing that was crystal clear that you learn in business is the ride up is way sweeter than the ride down. We’re still friends, probably best friends today. Jeff Surwall The gear really helped revive, I guess you could say, or put some life back in the brand. Then Mitch Payton did the motor. They couldn’t trust me anymore because I just lied to them…. “Hey, try these.” He’d just wear them for the whole year. I don’t remember how many sold, but tons of them. A sociopath can do and say the MOST outrageous things, and then act like nothing ever happened when it is convenient for them. We were living it. Look at all the product on the shelves. Rick Johnson I went back east to try to be a stock car racer. So it just kind of continued to grow that way. Oakley specialized in optics, and DC specialized in shoes. A major aspect of anxiety is the tendency to develop a fear of fear. He was abusing painkillers a little bit. Paul Tracy It’s just one of those things where it grew like any type of fad action wear. We ran into a real problem. I do think his mom, dad, and him appreciated it, because we didn’t know when he’d race again, but I thought he was worth it no matter what. I still had quite a bit of value going, and this is where the split in the road took place when I went to THOR and Parts Unlimited. They’re there now for a week. So we told Marty Moates. Always has. You’d have to write a book on how you grow with no resources. Oakley probably was one of the ones that started it, but putting stickers—we had them on every car in the country. I got Stevie Wright into flying helicopters. Great guy. Their house is their warehouse. When they were broke when they just started it, you’d go to dinner and ten credit cards wouldn’t pay for a $200 meal and finally get one that worked. I always used to laugh about the management meetings that I got sick of attending and rarely ever attended, simply because they were simply talking about what I was doing anyway, so I might as well be out working. McGrath would win the 250SX title in No Fear gear that first year, which helped quite a bit with sales. It’s got a lot of horsepower. I got there at, like, one in the afternoon driving across the country. I was in the art department, which was basically about the size of a tennis court with high ceilings. Then five minutes later it would be like, “Hey, let’s go to lunch.” “Okay, let’s go.” People are looking at us like, “I can’t believe these guys are fistfighting right here in the sales office.” That’s just how it went. Just 500 sets of each that we were going to sell on Monday. Then he started getting frustrated because I couldn't do it, even if I wanted to. I was in a wheelchair at the time from an FMX crash. There’s just no way. The moment you started seeing that around Mission Viejo, you knew that brand was gone.Simon Cudby Jeff Surwall They weren’t even in Penney’s when I was doing gear. Between the big sports stuff and the motocross, they were just killing it. These athletes were able to live and make money outside of throwing their leg over their bike. I won the first moto in 1984, so then the second moto I grabbed some teal green, kind of aqua-blue tiger-striped shorts, and I put them on over the top of my Sinisalo pants. Scott Cox was kind of the creative director behind that and did all the great shots. I was interested in doing shoes, and I wasn’t really smart enough to think that would have been the best opportunity ever, and I didn’t do it. If you get on a motorcycle, you will crash. I tell the story that we were $20 million into a $50 million project before we realized how outgunned we were. He was just the best guy. No Fear The Wife of Bath’s Tale Page 1. They were like, “You’ve got to work here. They were great friends. It was kind of cool. He said, “Laurens had us in a spot to where we have to walk away.” So I said to Brian, “I can grab my trailer and we can come steal a bunch of T-shirts and sell it over time at the swap meet for you to live.” So we contemplated that for a little bit. We just always loved The Jetsons. We got all ready to do it and had all the products; all the T-shirts and the hats and everything was sitting in that chain-linked area [in the warehouse]. So Marty had a big influence on the sport, at No Fear, and in my life as well. Sell, sell, sell.” He goes, “I don’t need your help to sell diamonds. That attitude was really attractive. Brian, on the other hand, wanted to be a racer. Right around that time, skateboarding started to get really big. In fact, in those days, El Cajon was really the hub of all things motocross. We were just good at pulling all the pieces together and creating the energy around the idea. Skip Norfolk I was full-on into the product development stage at that time. The gear has made an such improvement since. Jeremy McGrath If you went down to their warehouse and saw the amount of stuff they had in there, you knew they were blowing up. We had all finished racing. It was mesh. The nineties for me was amazing. I’m with this one collector and he’s looking at the labels and he goes, “This was ’87, when you guys switched from the printed to the woven labels.” Like, stuff I don’t even know. You guys have the run.” Then these guys would bark back about, “We’re out of this, or we’re out of that.” He’s going, “We’ve got diamonds out here. Skip Norfolk Probably the downside to all of it was when it showed up on South Park. Great education. Their house is their warehouse. So we just didn’t see eye to eye on that. I had tried to talk to them about being a part of it, because Fox kind of shunned me. If it was so bad, why is Nordstrom carrying it, or all the local shops? If I’m looking at it from a 30,000-foot view, our life balance is what made the business. We had ladies come in and sew for us. Boris Said Even Broc Glover worked there. There was a big Oakley sticker and a big No Fear sticker in the back of a pickup truck driving around in South Park. It was loose. You probably remember when you first got your free T-shirt or whatever it was from somebody. Can you get them to me?” The guy looked at me like I was crazy and he said, “Sure.” He didn’t even ask me for any financial statements. They were also another fun company, at that time especially. There was kind of a movement out here, obviously in the coastal areas, the surf and snow thing, snowboarding and wakeboarding and surfing. They didn’t want to hear what I think was wrong. Greg Thiess was on there, too, but it was me, Jeff Surwall, and Marty early on. I don’t go, “Those guys are morons.” It’s not really something that I necessarily involve myself in, but that doesn’t mean I don’t appreciate that humor. But awesome guy. When I moved out, we lived next door to each other. They weren’t any different when they were doing the $150 million a year in sales. Kind of educated myself as best I could and laid out a plan to where this was going to be a slow, long-term process. However, the No Fear MX side of it was totally separate from the No Fear T-shirt side of it. Mark Simo Jeremy McGrath is singlehandedly the most influential person I’ve ever met in terms of creating results around the market. It all started when they were making shoes. But we split up. Just 500 sets of each that we were going to sell on Monday. Insurances and contract negotiations and all of this stuff kind of before—this was kind of before the big agents. I know he had a lot of pain, and I know he took a lot of medications to try to relieve it. They were like, “What kind of car do you want?” I had just turned 16. It was freaking dangerous on aluminum box van floors and stuff. So I put a plate in the arch where you’d kick-start the bike so it doesn’t blow your shoe out, as you know how it does. Yamaha wouldn’t release me, so I couldn’t ride a Honda, and they wouldn’t give me a bike. They really didn’t like Broc, and Broc really didn’t like them. There was a lot going on. I tell the story that we were $20 million into a $50 million project before we realized how outgunned we were. We’re parked way the hell out there and we’re sprinting. Even though I eventually raced him, he was just an icon. That’s just not good business on my part.”. We traveled the world together. So that’s how it all took off. Who would go race and win a national with a pair of surf trunks over their gear? It’s exciting to watch. It was just the energy and the synergy of it all was killing it. In retrospect I probably could have done a better job by staying with Nike. We struck up a pretty good relationship. I called up Mark and Brian and said, “I’d like to just come meet with you about something.” We started discussing, and they said, “We’ve been asked many times to do golf, but we just didn’t feel like we had the right person in it. We were staying in Fort Lauderdale. I think the whole thing was, “Hey, gear would be cool!” “Yeah, go ahead. A car caught on fire, and all these corner workers rushed out to pull the guy out of a burning car. I would have believed Marty would have shot someone before he shot himself. Everything is f--king mint. Take risks to live a better life. That’s how we got that problem. What?” Marty was good, but that was just like, wow. Nike was probably, I don’t know if it was twice that big or whatever at that time, but still, to be half the size of Nike, you’re doing a good job. She made a sleeveless, a short-sleeve, and a long-sleeve cycling jersey all on the kind of popular material. I said, “I don’t care. We were moto guys that tried to understand the culture of people and serve them and expand on it. I was on Suzuki and at the L.A. I know it wasn’t anything intentional. They paid me I guess fairly for a startup guy in the company. Don’t let your fears get in the way of your dreams.” So that whole thing got going, and then I got them hooked up with Jeremy McGrath. Do it. I would fly up to Greg’s shop, and he helped me make the first three pairs of glasses. I think most people that went through that place think, “I’ve never seen anything like it since.” A lot of people might say that. I was kind of in a difficult spot, but I didn’t know they were doing stores, so I never really said you can’t sell it in your stores, because it wasn’t even part of the stuff yet. No fear Shakespeare is available online and in book form at barnesandnoble.com. We had lots of fun. We got to the race, got our clothesline up on our trailer across from a palm tree selling our shorts. David Bailey Broc Glover We got all ready to do it and had all the products; all the T-shirts and the hats and everything was sitting in that chain-linked area [in the warehouse]. So he sort of took one half of the world and I took the other half. Coming in one Monday, we were like, “Guys, how are we going to make payroll? You’re Travis. In May it was all quiet. So I spent some years out there. He’s one of my biggest inspirations as far as business guys go. We didn’t do a great job with shoes. Obviously, I got hurt and I was back east. So the market started getting away from these broad collections that we all had. Marty was a great guy…. All in good shape, fit, wearing these big-ass baggy shorts. When I moved out, we lived next door to each other. They wanted to be an action-sports company, obviously with skate and surf and snow and all the different things. Sometimes success is more challenging than failure. So when we did 1.8, most of my sales—80 percent of my sales—were No Fear. So he sort of took one half of the world and I took the other half. Marty knew the Simo brothers because Mark Simo was his mechanic when he won the GP at Carlsbad. I know he had a lot of pain, and I know he took a lot of medications to try to relieve it. Then the next thing, I’m going to all the races in a 10’ x 10’ tent with not even $300 in my wallet, just trying to sell $300 worth of product and turn in the $600 and keep me from getting a real job, to make $300 a week. I always thought that motocross teaches you a lot. Good guys. It was bigger than I should have paid by a lot, and I did pay him a good portion of the money. Oakley and Nike were starting to get $100 for glasses and for shoes. That’s not how it goes. Jeremy McGrath We had sort of the dream team. I’ll never forget that when he did that, I was in North Carolina. So we were putting up a lot of the money for [Surwall’s] employees. I wanted to be over here and they were just over there. “Heard you might be coming to the team next year. It was kind of not a deal with the devil, but just Broc is very prim and proper and clean. He sent me a million shirts seven days later, and for three years, a million shirts a month came from Haines. We went down to see Surwall and handshake on the deal and went from there. We certainly paid all the overhead, because it was done in our facility. It’s a very prestigious deal. I’m not telling you that you can’t. Still today, that’s his DNA. Mark Simo Knight was interested in the brand. It was just unthinkable, and it was entertaining as hell. It kept getting better and better. It was difficult for a while there. There’s just no way. Then the pros were coming in. I tell the story that we were $20 million into a $50 million project before we realized how outgunned we were. When I was doing really bad and they had a fundraiser for me, it was Marty, through maybe FMF or something at the time, that was printing the T-shirts for that and always helping out. Do it. Then Mark was just an A+ dude. We were all there working late one night and the shoe guys were all over there talking. The fact that you had a commercial run in the quarterfinals of Wimbledon based on something that happened was damn exciting back then. He didn’t need any of the staff. “Just pick one.” They were like bunks on storage shelves, and that’s where we lived. In 2006, founding partner Marty Moates committed suicide, A common theme around Mark and Brian Simo is that they’re great guys, “I can’t believe these guys are fistfighting. The fact that nothing seemingly has happened yet, has emboldened many to continually and progressively, get worse and worse. We were just waiting for a couple more cut-and-sew items. We could walk into a bar and run the place. I called up Mark and Brian and said, “I’d like to just come meet with you about something.” We started discussing, and they said, “We’ve been asked many times to do golf, but we just didn’t feel like we had the right person in it. Mark was more thoughtful about his approach, possibly a better communicator. It’s not motocross. Great education. Rick had that spin and win where he had spun and continued on and won the Indy 500. The gear and the bright colors and doing neon stuff for Travis or camo for Kevin, blues for McGrath. I don’t see anybody one more successful than the other, but certainly different. What happened?” So I walked straight up to Mark and Brian’s office, and I walk first into Mark’s. So you can imagine how feverish the growth was. Coliseum SX [ed. In ’99, when I came to the U.S., I mainly talked to No Fear. That’s was the beginning of the end of my and Brian’s involvement. There were other people that were involved in cycling and other aspects of sports as we experimented our way through business. He was financially capable and interested in sort of running the business through a license deal. I have to go take this deal from Parts Unlimited and THOR because I can’t keep riding and not get a salary. Much like their first company, Life’s a Beach, No Fear’s company profile looked like a rocket streaking upward and then exploding. I don’t know if it was a mistake on my part, but it was the best thing I ever did. Then you have these two guys that have a ’60 Chevy with no top, because you can’t put the top up. I had done a license deal with Pepsi. I started dating a gal named Debbie who had an apparel company called Meet Me in Miami. The shoe had a knobby pattern just because it made it relevant to the sport. What you realize on the way down, the people you appreciate are the ones that are still standing there, picking up the pieces and getting on to the next day, which was a lot of our days at work.The Decline“Like nearly all U.S. specialty apparel retailers, No Fear has been hammered by the economic downturn. I never spend a day of my life not being with him. It was a lifestyle. We started in a parking lot $2 million in debt and ended up, within four years—we had given ourselves five without even a plan, as we walked away from Life’s a Beach and Bad Boy Club—we ended up standing in the parking lot within four years of doing $130 million in revenue, in four years. He’s cool. I got picked up by Honda and my life changed because they had a real budget. Brian was a little bit more, like, “Whatever it takes.” So he could react real quick. The hat’s been the same for freaking forever. There was a red-and-white and blue-and-white vented stuff we had at Daytona that Jeremy wore and Windham wore. 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