FMF 2006

We got ahold of two of FMF's top honchos, Donnie "Little D" Emler (son of FMF founder Don Emler) and Doug Muellner and grilled them with some questions about their racing programs and marketing strategies. Here's how the interview went:

Donnie “Little D” Emler (son of FMF founder Don Emler) and the FMF team travel to over 100 events a year with their Rider Support Semis. FMF sponsors some of the best racers in the world, from pro champions like Rodney Smith to amateur stars like Adam Cianciarulo.

arts Magazine: FMF dominated off-road racing in 2005, do you expect the same success in 2006?
     Donnie Emler: “FMF has always been strong in off-road and we are very pleased to have Champions like Juha Salminen and past champions like Rodney Smith under our wing again for 2006. FMF is so diversified and when it comes to all different facets of racing it’s awesome to have great guys like this out in front representing our product. 2006 should be a great year as we have added another FMF-backed rider to our off-road squad. Ryan Hughes will be switching his efforts to the WORCS series for ‘06 aboard his Factory FMF/Suzuki Off-Road RMZ-450. In 2004 we won every major off-road championship, and it is already looking that way for 2006.”
     PM: FMF is the title sponsor of many different series; tell us about those plans for 2006 and why your company likes to give back to the sport?
     DE: “My dad has always been a big believer in that type of marketing and since 1973 our colors have been red and yellow and they will always stay that way. We love working with all the different events on so many different levels and it makes you feel good when you can turn on the TV and flip through the magazines and see what a great job these promoters have done for your company. This sport needs to grow and if we can be a part of that history than it’s all worth it. So as long as the public keeps us #1 we will make sure we keep helping out in as many areas as we can.”
     PM: FMF sponsors some of the best racers in the world, tell us how you scout and pick riders.
     DE: “FMF travels to over 100 events a year in our Rider Support Semis. So being at major amateur MX and off-road races it is really easy to see what’s going on first hand. We get thousands and thousands of resumes each year but actually getting to see the rider on the track is the best way to spot talent. I really believe that the support we offer at the races is why we have the best amateur riders out there. Getting to go to the races as a job is awesome! I get paid to hang out with these cool kids and their great families, and witness first hand kids like Adam Cianciarulo grow up and one day move right into that semi.”
     PM: Who are your major teams and who are you looking at in 2006 to bring home more titles?
     DE: “MX/SX we have Factory teams like Yamaha of Troy, Factory Redbull/KTM, Boo-Koo Honda, and Motoworld/FMF Yamaha. In off-road basically take your pick and they ride for FMF, but our stand-out teams are Factory FMF/Suzuki Off-Road, AM-PRO Yamaha, and Factory KTM Off-road. We also have many up and coming amateur riders such as Josh Hill, Brandon Mays, Adam Cianciarulo, Justin Barcia, and Ryan Dungey. It’s hard to name all the great people we have riding for us but we would like them all to know that we are glad to have them on board year after year.”
     PM: FMF is deeply involved in “quiet” technology and cutting edge advances in keeping off-road areas open with quiet technology. FMF funds and supports the work that Don Amador is doing. Tell us about the program.
     Doug Muellner: “Don is based on the West Coast, which is where most of the current focus for sound reduction and compliance has been. He stays abreast of legislation as well as regional events relating to sound and the future impact on riding. His presence is invaluable from an information and education standpoint to the entire motorcycling and ATV community. FMF is an enthusiast-based company and deeply concerned about the ‘riding future’, so it only makes sense for FMF to support Don’s work. The grant money FMF provides enables Don to continue to do this work. In addition, FMF has made contributions to the Blue Ribbon Coalition as well as attending various ‘sound summits’ such as put on by the AMA.”
     PM: Tell us about the new twin pipe technology and how it benefits the riders?
     DM: “A balanced center of gravity increases handling and responsiveness, shorter, more protected mufflers keep the bike feeling light, divided sound waves reduce noise overall, split ‘power waves’ intensify output at all levels, quite noticeable in low to mid. So it’s a win, win, win technology advance.”
     PM: FMF started a street exhaust line a few years ago that has been a huge success. What has it been like to market to a different aspect of the industry like street riders?
     DM: “Street riders, particularly sport bike and stunt riders (FMF now sponsors Icon stunt rider, Jason Britton as well as a few others) are similar to off-road and ATV riders, they’re enthusiasts that are looking for more and at great value! The needs and demands for power delivery and performance differ. Realizing this from the beginning, we took what we knew about producing performance exhaust in general, studied the needs of the various segments and then developed product from the ground up, replete with testing in our R&D facility as well as in the field, before we declared the Powercore S sportbike product ‘ready’. This approach can be seen in our patented Oval to round muffler shape, materials and internal core configurations. Working with Jason, Kane and FMF’s other stunt riders has resulted in the development and offering of the new Powercore S Stunt exhausts for 2006 and available though distribution, talk to your Parts Unlimited rep for details.”
     PM: Where do you see the ATV market going and how does FMF fit into its future?
     DM: “Here again FMF takes a ‘from the ground up, full on’ approach. The offerings in the ATV market are quite varied. FMF is committed only to developing and producing performance exhaust, no suspension, motor mods, etc. So the various ATV segments get full R&D attention–including the new ‘side by side’ ATVs. FMF has developed exhaust for the Rhino 660 and 450, Arctic Cat Prowler and Polaris Ranger models for 2006–see your Parts Unlimited reps for the part numbers. On the utility side there is the FMF Powerline, for the sport quads (including the minis!) there are numerous offerings, power, sound, spark arrestors as needed. And for the burgeoning racing segment FMF has tested and applied developed technology like the patented Megabomb and Factory 4 after first ensuring the customer will ‘feel the power’, an area FMF will not compromise. Further, ATVing is an American phenomenon. FMF is an American company; all exhaust products are developed and produced 100% in the USA.”
     PM: Tell us about your plans for 2006 and beyond.
     DM: “We’ll keep in the forefront a dealer’s needs to be successful with FMF performance products. FMF and Parts Unlimited means outstanding fill rates, all products readily available for hot market segments like slipper clutches or Street stunt cans. FMF has been a market leader, earned by hard work, enthusiasm and a singular focus–performance exhaust. Don’t expect that to change.”

FMF’s Doug Muellner says that FMF is an enthusiast-based company, dedicated to the continuing development of “quiet” technology. Working with organizations like the Blue Ribbon Coalition, FMF is striving to protect the sports “riding future.”

5-time GNCC Champion Rodney Smith has had a long-standing relationship with Team FMF/Suzuki - a kind of brand loyalty that can only be achieved with a long-standing reputation for top quality and performance. The FMF Q2 is the second generation of Q Series mufflers, with a completely new design with engineering geared towards solving today's noise level issues. The Q2 offers low sound, without sacrificing performance. Check with your Parts Unlimited rep to see the whole line-up of FMF products.