Just to help out with a more serious answer, (not that I don't find this thread funny, specially Mr. Tourette )
Being in the branding business I get to work with a lot of start up companies and often get involved with their names, more for their products than companies but it comes down to the same thing.
There are a couple of fundamental things you should consider. The name of your company and the way it projects itself should always be reflective of the values you have, (or aspire to). You shouldn't really just think of a name, funny, pun-like, clever, whatever because there is no way of judging whether it delivers what you want. You first need to think about your, soon to be, company and consider how you want to be perceived. Remember this isn't just at tracks talking to trackday riders, it's how you look to investors, banks and suppliers. It's how your website looks and the language you use on it, it's what is ultimately going to get a whole range of people to part with their money.
If you came and worked with a branding agency we'd be asking and helping you to define what it was you wanted to be. Are you intending to be small or have aspirations to franchise it out nationally one day? Are you wanting to be seen as a specialist and focus on one sport only or work across a whole load of other sports? (which means it's not just bikers you want to appeal to - skiers are totally different people, as are skateboarders or basejumpers etc.) Also you need to totally understand what your unique offer is and why anyone would want to use you anyway. Go-Pros are not that much anyway to buy, what is it that makes your business idea valid and economically viable? Not saying it isn't but you need to build a brand offer around what service you are selling and make it compelling and attractive to punters.
And then there is also the huge issue of visual identity and graphic branding, (which is my business). The name you choose has a massive impact on the way your company can look. The way a word or name sounds is only one part of it and the way it looks is another. Three letter acronyms are ubiquitous in the motorsport world and are not really that memorable. ASV, PDQ, MSR, blah, blah, blah. Cliches are also prevalent and sound cheap and uninspiring. There's nothing worse than having a great brand idea, a talented team of graphic designers and a shit name that the client insists we work with! How your identity works is not just a logo or a sign at a track. Think of it as the graphic representation of your whole company and ethos and attitude. It's going to have to work as a brand, as a letterhead, as a business card, as a website page, as a T-shirt, as a sticker on a camera, etc, etc. If you get it right it can be a great bonus to a company like this. Get it wrong and it will be a thorn in your side for ever, (and you won't have enough time or money to change it for a long time).
So, in my opinion there is far more to a name than you think. Don't just think of names, write down the core values you want to be known for and then think of some names that reflect this. It makes the job much more focusses and easier to evaluate against.
And finally, I'm not after your business But please, please do not try and design it yourself!!!! Get a designer who understands branding to help out. It won't be cheap but it will be worth it.
Good luck.
