Like a lot of companies plugging health foods and fitness supplements, Clif Bar projects a rugged, wholesome, pro-fitness image.
But, it emerged, the California-based company takes its healthy message so seriously it even pays its employees to work out.
Staff members are allowed two and a half hours of company time every week - or a half-hour a day - to hit the on-site gym.
The facility is complete with personal trainers, daily classes, 'nutritional counselors' - and a boulder-climbing wall.
Workers are also encouraged to switch off completely after working hours - and won't get a response from their CEO via phone or email if it's after 6.30pm.
The push for a balanced, active lifestyle is being led by chief executive Kevin Cleary, who revealed some of his company's practices in an interview with ABC News.
He said: 'We have a great gym... We encourage everyone to get out and exercise.'
'There's a lot of times I'll go out for a run then I'll walk back through the company and I'm going to a meeting and I'm still sweating, because I'm squeezing the workout in.'
And the family man - who lives with his wife and three sons near Clif Bar's HQ in Emeryville, California - also said he leads by example in being out of contact after hours.
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