Rough #1:  Trying to figure out what your client wants when they have no clue what they want... In this situation the client wasn't happy with their experience with another designer, so they've been referred to you in hopes of finding their identity.  You ask a series of questions...

This person is a trainer for men and women. They like dumbbells, kettlebells, and barbells.  They want this to be strong and powerful.  So you try to give them just that.  

Now they are thinking they might be satisfied with something non fitness specific.  They also don't want to limit themselves to JUST strength training. Keep it bold and clean too.  At this point I suddenly felt maybe they need some guidance.

"You need to ask what is the message you're building?  You want this bold, strong, unisex, powerful logo, but what is the message?"

Finally we are onto something...

  

You start to play with symbolism instead of an image.  I went with Viking Runes because I loved the very simple shapes and meaning.  

The client loves it!  We are really onto something now...

That moment when 52 emails later you have reached their vision.  The logo below is a modified image of a simple symbol Dagaz l><l.  This is the best feeling when you create something that your client absolutely loves.  It was a long process, but what kind of designer would I be if I didn't invest in the values my client is trying to achieve.