Founded in 1998 by Bicycle Industry veteran Harold “McGoo” McGruther, along with Bill Bryant and Sherry Shu. The SNAFU brand represented quality and fresh ideas from its earliest days with Kris Gack previously of Hoffman Bikes as part of the design team. Since then SNAFU has created a full line of bicycles, parts, accessories, and protective gear.
In 2003 they introduced the Mobeus Rotor. According to an interview with Mike Collins and fatbmx.com Dave Freimuth and McGoo pretty much designed it together.
In 2012, Clay Goldsmid purchased SNAFU with the goal to build on its established record of creative design and high quality, while increasing visibility and sales through expanded distribution and product development. Matt Bischoff who started Failure BMX in 2005 took on the role of brand manager and with his history in BMX racing, then dirt jumping, then BMX street riding and ramp riding he had years of experience in the industry both on and off the bike to lead the brand forward.
Recently SNAFU has featured its signature Jet Fuel® process on most items in the product line. SNAFU pioneered the complex plating procedure for this unique multi-color finish. This continues SNAFU’s leadership in establishing colour and design trends in the industry.
Snafu has always sponsored some of the biggest names in BMX. In the early days they had pros likes Dave Freimuth, Vic Ayala, Josh Heino, and Morgan Wade on the team. Today in the 2020’s they continue this on with huge names such as Scotty Cranmer, Ryan Williams, Logan Martin, Charlotte Worthington, Dylan Hessey, and Kieran Reilly.
They have high quality items like the Mobeus detangler, CNC machine Cactus BMX pedals, and the Snafu Magical Bars.