[pokstad]

My whole point is that they aren't resonating with that niche. Being a hacker doesn't say anything about your fitness level. I know plenty of Engineers that are healthy as hell and work out regularly (myself included). This is basically stereotyping engineers into the pale fraile archetype. Not everyone who codes is a vegan-overly-politically-correct-Bay-Area-hipster. There's a lot of diversity in people who consider themselves coders.

If you want to call it "Geek" fitness or "Nerd" fitness, that's one thing. The whole level up angle is being done by Fitocracy successfully and they aren't targeting coders, they are targeting people who like games and tech, which is a large group of people who may be put off by the hacker angle. By labeling hacker, they are saying that "only people who code will really understand our product".