John Martin PT operates out of his own gym business (Peak Physique). I was asked to come up with a separate brand for his personal training clients but I used facets of his main logo to try and visually tie the brands together. I settled on the lifeline although I preferred the use of the modified "A" letter form personally.

These were the final options. The circular plate shaped form denoting plates of weight and strength and unusually I went with 3 fonts (Stencil, Rockwell and Loki Cola) to denote his versatility (bodybuilding, strongman, athletic strength training, weight loss etc).