Business name advice for a Sports Consulting Business? (incorporate, sell, services)

[Trailrunner79]

Hi - I'm in the process of creating a small and independent international sports consulting business and am having some difficulty choosing the most effective name. The nature of the business is sports marketing, PR, management services and also providing fitness consulting/coaching, mainly within extreme/endurance sports. This will be a business that has two different branches - sports business & personal training/coaching. My background is in business, coaching & professional athletics. 5+ years in Business, over 10 in pro sports. I have a profile in this specific industry (as an athlete) and was going to incorporate my name to some degree. Which would be most effective out of the two options to sell myself & business to clients? Also, which name would look best on my overall CV? Thanks.

John Smith, Inc.
Sports and Fitness Consulting

OR

Smith Sports Consulting (SSC), Inc.

*FYI - John Smith is an example name.

[CoachHale]

Hello I also am looking to get into the same field and I would have to say that the last name only would probably look the best. I have coach experience, business administration degree and sports administration certificate as well. I am going back for more as this email is typed as well! I would like to know more about your ideas if you would be interested in maybe a business partner or just a friend that would like to help out and also get ideas. Please get back with me at coachhale34@gmail.com thanks for your time. Lucas Hale