The Regers registered the www.TheGPSStore.com domain that year, and went live with its first
e-commerce website in 1998 (coincidentally, the same year search engine giant Google got its start).
They chose “The GPS Store” moniker because, at the time, sales of compact GPS units were exploding
for cars, hikers and land-based outdoor adventurers. Today, the company carries far more than GPS
systems, and marine electronics dominate its sales. It is a full-spectrum retailer carrying radar, chart
plotters, echosounders, VHF radios, stereos, and safety technology of all types. While the company has
changed; the name has not. “When you’ve built a brand that is well known, and a good reputation to go
along with it, you don’t want to mess with it,” advised Reger.