When I came into the picture, the company had no name, no assets, no finished products, not even an address. It had been born, and still lived, in a garage. So I named it TripleClamp, which riffs off the three founders (including me, though I left the business in 2018) and a motorcycle’s triple clamp, the part of the front forks that connects them to the chassis. I gave it the tagline “Born in a garage. Raised on the trails,” and wrote the company website and its social media posts.