Sorry to sound negative, and I am not sure what the demographics of your area are as well as your goals, so my post could be total garbage......but in my experience the greater profit potential is not with the 'hardcore' crowd, more the 'general population.' Best of luck with your new business venture in any case
Edit, forgot my point like a idiot, but I would go for not too much of a hardcore name, in case you ever want to change your target market.