In 1981, while talking with his brother Richard about bicycles, Garry Snook had an Aha! moment. After doing some research on the bicycle industry, he did what any practical Phd candidate in Finance, with a wife and a second child on the way does: He and his wife, Sharon, started a bicycle catalog company, because they saw an opportunity to serve customers better. Garry and Sharon leveraged their life savings to start the company, and Sharon came up with the name. They called their young startup Performance Bicycle and focused on a simple mission: great products at great prices.