What makes a fitness program hacker friendly? That's basically reinforcing some stereotype that all coders belong to this fraternity of brothers. We don't. We are professionally programmers, but once I step outside of my job I am no longer a programmer. Fitness shouldn't be targeted at a specific profession, instead it should be targeted at people who work in similar conditions. Office jobs vs programmers, which makes more sense to target? There's way more people working office jobs with health issues from sitting, but the converse isn't necessarily true about programmers. A programmer might not work in an office, they might work at some hip startup with exercise equipment everywhere. My employer has it's own gym with personal trainers, but I doubt most small non-engineering offices do. You're going to hurt the bottom line by using a "hacker" tagline to sell this service.