Matt EbertHostThey have a bunch of other businesses that roll up to the family office, which is Cross Country Group, so they kept that.
What happened was we bought a connected vehicle business, a telematics business called ATX.
And so you can imagine would walk into say Volkswagen or Mercedes and somebody would hand them a cross country card and another person would hand to them an ATX card and
am I talking to? Who's in charge? What's the mother? So we hired a company that, um, we said, so what do we want to do with our branding? And they came back and said, yeah, Cross Country, it's a good name, but it sounds more like a ski company or a running company than it does a roadside assistance company.
So you should decide, you know, come out as one brand, which I found very coincidental because then they said, guess what else we do? Come up with names.
come through that process, you know, I remember the first meeting coming in and I think, okay, here it comes.
And they handed out Latin dictionaries and went, I find some names and we'll figure it out.
Um, after a long drawn out process, I was not, uh, I was senior at the company, but not senior enough for my, you know, I could sway it.
One of our, I, one of our founders came up with, um, the Latin verb a gear, which is to do, to lead, to drive.
They have a bunch of other businesses that roll up to the family office, which is Cross Country Group, so they kept that.
What happened was we bought a connected vehicle business, a telematics business called ATX.
And so you can imagine would walk into say Volkswagen or Mercedes and somebody would hand them a cross country card and another person would hand to them an ATX card and
am I talking to? Who's in charge? What's the mother? So we hired a company that, um, we said, so what do we want to do with our branding? And they came back and said, yeah, Cross Country, it's a good name, but it sounds more like a ski company or a running company than it does a roadside assistance company.
So you should decide, you know, come out as one brand, which I found very coincidental because then they said, guess what else we do? Come up with names.
come through that process, you know, I remember the first meeting coming in and I think, okay, here it comes.
And they handed out Latin dictionaries and went, I find some names and we'll figure it out.
Um, after a long drawn out process, I was not, uh, I was senior at the company, but not senior enough for my, you know, I could sway it.
One of our, I, one of our founders came up with, um, the Latin verb a gear, which is to do, to lead, to drive.
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