A nonprofit organization (N) was established to teach muscle management for healthy backs, a form of health and wellness intervention seen by it as charitable and educational in nature. A program used for training purposes is owned by a for‐profit company (F). The program teaches optimal therapeutic stretching techniques to rehabilitate core muscles of the back and neck, and keeps muscle movement symmetrical. F trains the instructors, who are personal trainers and group exercise instructors. N teaches students, coaches, and health teachers.