Originally published in the 30th Anniversary Issue of SNOWBOARDER Magazine, Mountain GOATS celebrates the most influential snowboarders of the last thirty years (1987-2017), otherwise known as the Greatest Of All Time list. With over 70 men and women riding into the ranks of the Mountain GOATS, check back as we release their bios and celebrated accolades over the course of the next few weeks!
Mountain Goat: MFM
Before Marc Frank Montoya became a motivational speaker it was his riding that did all the talking. Whether he was sending no-grab 720s, shifty ollieing into chutes or flat ground butter shufflin’, MFM’s tricks were hardly multi-level, they were straight up next level. Brought up in the barrio of the Mile High City, Marco borrowed a snowboard, i.e. stole it, strapped in, and the rest is history—or at least his story.
Montoya saw the mountains as an escape from the inner city and his no-grabs and nollies made him stand out in the mid-‘90s Summit County scene even more than his waist-length ponytail. Once MFM made the move to SLC his career took off. Never afraid to flirt with controversy, Marco became the subject of the most infamous ad in the history of our sport. Just as they had done in skateboarding, Marco’s sponsor World Industries set out to shake things up on the slopes. Rocco and company took out a single page ad featuring Marc Frank in four different Sears Portrait Studio family photos with four different women and four different kids accompanied by the caption “coming in a city near you.” This irreverence was backed up by serious shredding as Marco at one time or another made it onto the Absinthe, KidsKnow, Kingpin, Finger On Da Trigger and Mack Dawg marquees. A falling out with the latter film company resulted in the crew being banished from the Utah backcountry indefinitely.
Must-see Marco segments include Kingpin Productions’ 2002 release Happy Hour—which juxtaposes timeless Wasatch sidecountry sending with lowriders as Marco lip-synchs the lyrics to N.E.R.D.’s Lapdance—and Absinthe’s Optimistic from 2007, featuring an extended intro of bystanders getting slashed as MFM laughs all the way to the base lodge…and then the bank.