The client wanted to steer away from stereotypical 'gym' imagery for his brand, and lean towards something more vintage/classic in style, yet maintaining a strong, clean, simple logo that would endure, and not have to be updated too often. A majority of his clients were women, so he also wanted to steer away from branding that was too 'blokeish'.
The images on the top left show how I arrived at the logo design: A mixture of Atlas, weights and the Client's family crest.
 
I also did brand guidelines for this project, which I shall try to add later.