Let me say this right up front: I know nothing about trademark law, other than what I glean from tuning one ear into my son's conversations about law school.
But apparently if your name is Steve Colgate and your business is running a Sailing School you are not allowed to have as a trademark Colgate Sailing School.
The explanation is at TTAB Sinks "COLGATE SAILING SCHOOL," Affirms Section 2(e)(4) Surname Refusal.
I've read it three times and still don't understand it. I guess that's why I am not a lawyer.