Ron-dog, Businesses with family names tend to have a nice ring to them...as long as you don't have something easily butchered, like my last name.
I've also found it useful (as I'm in the process of trying to come up with a name for a new division of the family business) to use the thesaurus. You can think of what sort of ideas you want to convey to the public to get them to patronize you, and find attractive words. Maybe look up plentiful or high quality or something like that, to suggest lots of bada$$ fish. And if you get a new boat or rename yours, please, PLEASE don't name it "Knot Reel Serious".
I remember seeing a boat named "The Wet Spot" -- perhaps the tackiest name ever. Could you call your boat something very obviously profane, or does somebody regulate that stuff?