About a year and a half before this conversation, Mark Davis took over Translube Lubricants, the 50 year old family business his parents founded in 1975. One of his first moves was a rebrand. People on sales calls had started giggling at the name. The company is now Steelglide. That decision is one chapter in a career Mark describes as reinventing yourself every few years, from programmer on the software that delivered video for the Seoul Olympics to startup founder to family business operator.