Gold Dust Trio
Encyclopedia
The Gold Dust Trio was a group of promoters who controlled the world of professional wrestling
during the 1920s while also making several fundamental changes to the industry's business model and operations that would ultimately change the direction of the sport towards a more pseudo-competitive exhibition. The Trio was composed of the era's dominant World Heavyweight Champion Ed "Strangler" Lewis
and his manager Billy Sandow
, as well as fellow wrestler and creative visionary Joseph "Toots" Mondt
.
. Born in Iowa
on January 18, 1894, he grew up in Greeley, Colorado
, where he learned the art of wrestling
through a correspondence course administered by grappling guru Martin "Farmer" Burns
, who had been the nation's preeminent professional wrestler during the late nineteenth century. At age 16, Mondt made his debut on the carnival
circuit; and a few years later, he toured with Burns himself, where he was given the nickname “Toots” (since he was the youngest member of the group). Under Burns’ expert direction, Mondt became one of the sport’s most dangerous “hookers
;” and he was eventually recruited to join the camp of the great Ed "Strangler" Lewis
. Perhaps the most dominant pro wrestler ever, Lewis (real name: Robert Friedrich) was born on June 30, 1891 and was a rising contender throughout the early 1910’s before meeting Billy Sandow
in late 1914. Born Wilhelm Bauman in 1884, Sandow was a 155-pound champion in the early 1900’s, taking his name from the famous 19th century strongman Eugene Sandow. Sandow had operated several health clubs, but he lost his business in a failed gamble when he was defeated by veteran grappler Fred Beell
. He then barnstormed throughout the South while guiding such wrestlers as Marin Plestina and Billy Jenkins; and upon trouping through Kentucky
, he even wrestled Lewis in a handicap bout. But by late 1914, Lewis parted ways with his manager Jerry Walls; and he and Sandow then formed a business partnership that would eventually propel Lewis to the World Heavyweight Title just a few years later.
, the fans had since grown tired of the painfully deliberate pace of the bouts. However, Mondt discovered a solution that would completely transform the industry, as he convinced Lewis and Sandow to implement a new form of wrestling that combined features of boxing, Greco-Roman, freestyle, lumber-camp fighting, and theater into what he deemed “Slam Bang Western-Style Wrestling.” This new style of action (which included radical moves like body slams, suplexes, arm drags, and the addition of fisticuffs) combined with traditional mat grappling to create what has essentially become the modern form of pro wrestling. Slam Bang Wrestling was an instant success with the fans; and although many bouts had been “fixed” in prior years, it was Mondt who perfected the art of the “finish,” a pre-scripted conclusion to matches that gave fans an exciting show and inspired them to come back for more. It is said that Mondt personally invented 90% of the finishes and 60% of the finishing holds; and in the process, he also invented the concept of the “no contest,” which included such innovations as time-limit draws and double count-outs. Consequently, it was this exaggerated new ring style that necessitated the industry’s gradual shift away from its legitimate roots and towards a more full-time “exhibition” of holds and maneuvers to entertain the crowd.
theaters to major sports venues; and due to the larger gate receipts, Sandow was able to recruit hundreds of grapplers to join their stable. A shrewd business manager, Sandow signed wrestlers to exclusive contracts (a radical move for the time); and he subsequently decimated the talent pool for rival bookers. As the central agency for the touring wrestlers, the Trio thus established themselves as the industry’s first nationwide promotion, and they gained credibility by paying their wrestlers in a timely fashion (which was uncommon for the era). Moreover, they came up with the idea of presenting pro wrestling as a packaged product, and they were the first to book ongoing storylines while promoting the same bouts as the circuit traveled from city to city.
Within a year, the Gold Dust Trio took complete control over the pro wrestling industry. Easily the world’s elite shoot wrestler, Lewis held the World Title throughout the 1920’s; and with the promotional backing of Sandow and Mondt, he soon became a national superstar. Yet, the Trio recognized that fans would eventually grow tired of one man dominating the belt, and so Lewis agreed to occasionally “put over” a popular challenger to generate renewed interest (especially since he was skilled enough to regain the belt any time he pleased). Thus became the practice of “working” a match, and wrestling “programs” (a series of bouts meant to build up a specific wrestler as a suitable contender) were born. In the process, the Trio established a hierarchy for their talent, as only legitimate grapplers were ever considered as champions; though inferior wrestlers who possessed charisma or ethnic appeal were often “pushed” as challengers to attract specific fan bases or regions. As feared “hookers,” Mondt and John Pesek
served as the circuit’s “coppers” who would rough up anyone who ever betrayed the pre-arranged plan, yet such events were infrequent as wrestlers now made far more money under the Trio than they ever had before.
and Roy Dunn; and he ultimately died on September 15, 1972 at age 88. Ed Lewis retired in 1947 as the first 5-time World Champion in history, and he later served as the trainer and manager to eventual 6-time World Champion Lou Thesz
before he ultimately died at age 76 on August 7, 1966. Meanwhile, Toots Mondt would become one of the industry’s most powerful brokers, as he partnered with Ray Fabiani in promoting the rise of legendary champion Jim Londos
while also training such future stars as Antonino Rocca
and Stu Hart
. After Jack Curley
’s death in 1937, Mondt then worked with Rudy Dusek, Jack Pfefer
, and others in establishing the Northeast as one of wrestling’s top territories. Moreover, Mondt would later serve as the mentor for Vince McMahon Sr., with whom he teamed to form the World Wide Wrestling Federation in 1963; and it was Mondt who pushed Bruno Sammartino
as the company’s first real star, though he sold his WWWF stake to McMahon prior to his death on June 11, 1976.
Professional wrestling
Professional wrestling is a mode of spectacle, combining athletics and theatrical performance.Roland Barthes, "The World of Wrestling", Mythologies, 1957 It takes the form of events, held by touring companies, which mimic a title match combat sport...
during the 1920s while also making several fundamental changes to the industry's business model and operations that would ultimately change the direction of the sport towards a more pseudo-competitive exhibition. The Trio was composed of the era's dominant World Heavyweight Champion Ed "Strangler" Lewis
Ed Lewis (wrestler)
Robert Herman Julius Friedrich , was a professional wrestler best known by his ring name Ed "Strangler" Lewis, whose career spanned four decades.-Wrestling career:...
and his manager Billy Sandow
Billy Sandow
Wilhelm Baumann, better known as Billy Sandow , was the manager of professional wrestler Ed "Strangler" Lewis and a subsequent member of the famed Gold Dust Trio promotion that changed the face of the industry during the 1920s...
, as well as fellow wrestler and creative visionary Joseph "Toots" Mondt
Toots Mondt
Joseph Raymond "Toots" Mondt was a former wrestling promoter who revolutionized the wrestling industry in the early to mid 1920s and co-promoted the World Wide Wrestling Federation...
.
Background
The evolution of professional wrestling as we know it today is credited by many to be the brainchild of Joseph "Toots" MondtToots Mondt
Joseph Raymond "Toots" Mondt was a former wrestling promoter who revolutionized the wrestling industry in the early to mid 1920s and co-promoted the World Wide Wrestling Federation...
. Born in Iowa
Iowa
Iowa is a state located in the Midwestern United States, an area often referred to as the "American Heartland". It derives its name from the Ioway people, one of the many American Indian tribes that occupied the state at the time of European exploration. Iowa was a part of the French colony of New...
on January 18, 1894, he grew up in Greeley, Colorado
Greeley, Colorado
The City of Greeley is a Home Rule Municipality that is the county seat and the most populous city of Weld County, Colorado, United States. Greeley is located in the region known as Northern Colorado. Greeley is situated north-northeast of the Colorado State Capitol in Denver. According to the...
, where he learned the art of wrestling
Wrestling
Wrestling is a form of grappling type techniques such as clinch fighting, throws and takedowns, joint locks, pins and other grappling holds. A wrestling bout is a physical competition, between two competitors or sparring partners, who attempt to gain and maintain a superior position...
through a correspondence course administered by grappling guru Martin "Farmer" Burns
Martin Burns
Martin "Farmer" Burns was a world champion "catch-as-catch-can" wrestler as well as wrestling coach and teacher. Born in Cedar County, Iowa he started wrestling as a teenager and made money traveling around the Midwest wrestling in carnivals and fairs...
, who had been the nation's preeminent professional wrestler during the late nineteenth century. At age 16, Mondt made his debut on the carnival
Carnival
Carnaval is a festive season which occurs immediately before Lent; the main events are usually during February. Carnaval typically involves a public celebration or parade combining some elements of a circus, mask and public street party...
circuit; and a few years later, he toured with Burns himself, where he was given the nickname “Toots” (since he was the youngest member of the group). Under Burns’ expert direction, Mondt became one of the sport’s most dangerous “hookers
Catch wrestling
Catch wrestling is a style of folk wrestling that was developed and popularised in the late 19th century by the wrestlers of traveling carnivals who incorporated submission holds, or "hooks", into their wrestling to increase their effectiveness against their opponents...
;” and he was eventually recruited to join the camp of the great Ed "Strangler" Lewis
Ed Lewis (wrestler)
Robert Herman Julius Friedrich , was a professional wrestler best known by his ring name Ed "Strangler" Lewis, whose career spanned four decades.-Wrestling career:...
. Perhaps the most dominant pro wrestler ever, Lewis (real name: Robert Friedrich) was born on June 30, 1891 and was a rising contender throughout the early 1910’s before meeting Billy Sandow
Billy Sandow
Wilhelm Baumann, better known as Billy Sandow , was the manager of professional wrestler Ed "Strangler" Lewis and a subsequent member of the famed Gold Dust Trio promotion that changed the face of the industry during the 1920s...
in late 1914. Born Wilhelm Bauman in 1884, Sandow was a 155-pound champion in the early 1900’s, taking his name from the famous 19th century strongman Eugene Sandow. Sandow had operated several health clubs, but he lost his business in a failed gamble when he was defeated by veteran grappler Fred Beell
Fred Beell
Fred Beell was a German-born American professional wrestler and police officer.-Biography:Fred Beell was born in West Prussia, Germany. At the age of three, his family migrated to the United States, settling in Marshfield, Wisconsin...
. He then barnstormed throughout the South while guiding such wrestlers as Marin Plestina and Billy Jenkins; and upon trouping through Kentucky
Kentucky
The Commonwealth of Kentucky is a state located in the East Central United States of America. As classified by the United States Census Bureau, Kentucky is a Southern state, more specifically in the East South Central region. Kentucky is one of four U.S. states constituted as a commonwealth...
, he even wrestled Lewis in a handicap bout. But by late 1914, Lewis parted ways with his manager Jerry Walls; and he and Sandow then formed a business partnership that would eventually propel Lewis to the World Heavyweight Title just a few years later.
"Slam Bang Western Style Wrestling"
In the early 1920’s, Sandow was looking for a grappler to serve as Lewis’ sparring partner and fill-in opponent; and with Burns’ recommendation, Mondt was hired as the group’s “enforcer,” disciplining Lewis’ opponents as to the bout’s rules while helping to prevent the champ from any injury as a result of foul tactics. At the time, pro wrestling consisted primarily of mat grappling; and while the sport had flourished a decade earlier under Frank GotchFrank Gotch
Frank Alvin Gotch was an American professional wrestler of German ancestry, the first American to win the world heavyweight free-style championship, and credited for popularizing professional wrestling in the United States...
, the fans had since grown tired of the painfully deliberate pace of the bouts. However, Mondt discovered a solution that would completely transform the industry, as he convinced Lewis and Sandow to implement a new form of wrestling that combined features of boxing, Greco-Roman, freestyle, lumber-camp fighting, and theater into what he deemed “Slam Bang Western-Style Wrestling.” This new style of action (which included radical moves like body slams, suplexes, arm drags, and the addition of fisticuffs) combined with traditional mat grappling to create what has essentially become the modern form of pro wrestling. Slam Bang Wrestling was an instant success with the fans; and although many bouts had been “fixed” in prior years, it was Mondt who perfected the art of the “finish,” a pre-scripted conclusion to matches that gave fans an exciting show and inspired them to come back for more. It is said that Mondt personally invented 90% of the finishes and 60% of the finishing holds; and in the process, he also invented the concept of the “no contest,” which included such innovations as time-limit draws and double count-outs. Consequently, it was this exaggerated new ring style that necessitated the industry’s gradual shift away from its legitimate roots and towards a more full-time “exhibition” of holds and maneuvers to entertain the crowd.
Pro Wrestling's First True Promotion
The threesome of Lewis, Sandow, and Mondt (later deemed “The Gold Dust Trio” in the 1937 book Fall Guys) looked to promote wrestling’s new style on a much greater scale, and they soon took over the bookings of their own matches. As interest grew, cards moved from old burlesqueBurlesque
Burlesque is a literary, dramatic or musical work intended to cause laughter by caricaturing the manner or spirit of serious works, or by ludicrous treatment of their subjects...
theaters to major sports venues; and due to the larger gate receipts, Sandow was able to recruit hundreds of grapplers to join their stable. A shrewd business manager, Sandow signed wrestlers to exclusive contracts (a radical move for the time); and he subsequently decimated the talent pool for rival bookers. As the central agency for the touring wrestlers, the Trio thus established themselves as the industry’s first nationwide promotion, and they gained credibility by paying their wrestlers in a timely fashion (which was uncommon for the era). Moreover, they came up with the idea of presenting pro wrestling as a packaged product, and they were the first to book ongoing storylines while promoting the same bouts as the circuit traveled from city to city.
Within a year, the Gold Dust Trio took complete control over the pro wrestling industry. Easily the world’s elite shoot wrestler, Lewis held the World Title throughout the 1920’s; and with the promotional backing of Sandow and Mondt, he soon became a national superstar. Yet, the Trio recognized that fans would eventually grow tired of one man dominating the belt, and so Lewis agreed to occasionally “put over” a popular challenger to generate renewed interest (especially since he was skilled enough to regain the belt any time he pleased). Thus became the practice of “working” a match, and wrestling “programs” (a series of bouts meant to build up a specific wrestler as a suitable contender) were born. In the process, the Trio established a hierarchy for their talent, as only legitimate grapplers were ever considered as champions; though inferior wrestlers who possessed charisma or ethnic appeal were often “pushed” as challengers to attract specific fan bases or regions. As feared “hookers,” Mondt and John Pesek
John Pesek
John Pesek was an American professional wrestler and notable greyhound racing dog breeder.He was born to Bohemian parents near Ravenna, Nebraska, the fifth of seven children, and grew up living the hard life of the American pioneer. His father Martin died in an accident when John was twelve...
served as the circuit’s “coppers” who would rough up anyone who ever betrayed the pre-arranged plan, yet such events were infrequent as wrestlers now made far more money under the Trio than they ever had before.
Legacy
The Gold Dust Trio eventually dissolved in 1928 when Mondt engaged in a power struggle with Sandow’s brother Max Bauman; and Lewis and Sandow soon split up as well when Sandow objected to Lewis’ lack of conditioning. Sandow later managed such championship grapplers as Everett MarshallEverett Marshall
Everett Marshall was an American professional wrestler who was best known for his work in the late 1930s with what is now National Wrestling Alliance.- Biography :...
and Roy Dunn; and he ultimately died on September 15, 1972 at age 88. Ed Lewis retired in 1947 as the first 5-time World Champion in history, and he later served as the trainer and manager to eventual 6-time World Champion Lou Thesz
Lou Thesz
Aloysius Martin "Lou" Thesz was a United States professional wrestler and 18-time world heavyweight champion, most notably holding the NWA World Heavyweight Championship three times. Combined, he held the NWA Championship for 10 years, three months and nine days , longer than anyone else in history...
before he ultimately died at age 76 on August 7, 1966. Meanwhile, Toots Mondt would become one of the industry’s most powerful brokers, as he partnered with Ray Fabiani in promoting the rise of legendary champion Jim Londos
Jim Londos
Christos Theofilou or Christopher Theophelus better known as "The Golden Greek" Jim Londos, was a professional wrestler who was one of the most popular stars wrestling offered during the Great Depression.-Career:Jim Londos was born Christos Theofilou in 1897 in Argos, Greece. as the youngest of...
while also training such future stars as Antonino Rocca
Antonino Rocca
Antonino Rocca was an Italian-born Argentine professional wrestler. Rocca was a popular face and in some cities with both Italian-American and especially Hispanic audiences, his following was exceptionally large and loyal.He had a love for opera and was apparently described as having an excellent...
and Stu Hart
Stu Hart
Stewart Edward "Stu" Hart, CM was a Canadian amateur wrestler, professional wrestler, promoter and trainer. Hart founded Stampede Wrestling, a promotion based in Calgary, Alberta, and was the father of famous wrestlers Bret and Owen Hart...
. After Jack Curley
Jack Curley
Jack Curley was a sports promoter of the early 1900s. He managed several high-profile boxing events around the turn-of-the-century and he also established professional wrestling as a viable business in the big city, and he eventually built the New York office into an industry power while...
’s death in 1937, Mondt then worked with Rudy Dusek, Jack Pfefer
Jack Pfefer
Jack Pfefer was an professional wrestling promoter during the early-to-mid 1900's. He pioneered an earlier form of sports entertainment, as he was one of the first promoters to visualize the pro wrestling business in the mold of theater...
, and others in establishing the Northeast as one of wrestling’s top territories. Moreover, Mondt would later serve as the mentor for Vince McMahon Sr., with whom he teamed to form the World Wide Wrestling Federation in 1963; and it was Mondt who pushed Bruno Sammartino
Bruno Sammartino
Bruno Leopoldo Francesco Sammartino is an Italian-American former professional wrestler, best known for being the longest-running champion of the World Wide Wrestling Federation , holding the title across two reigns for over 11 years in total, as well as the longest single WWE Championship reign...
as the company’s first real star, though he sold his WWWF stake to McMahon prior to his death on June 11, 1976.