I Like to Start with Why:
Everything 4 Stroke does is about giving great humans the tools and help they need to explore movement and fitness in order to transform into the best versions of themselves. Through this movement and the relationships/community we build - we foster our clients to create the bodies they want to help them live the lives they've always envisioned.
We want to give that sedentary person at home the feeling, confidence, and abilities of a capable mover so they can translate that into their family life, work life, and personal life to fully actualize their experience of what life can offer!
With that being said - at the heart of it...4 Stroke is a Crossfit Gym that offers fitness classes and is geared towards building a fun and engaged community of clients that want to have a great time, get better, and help others!
The target audience is an even mix of males and females. Ages can range from 18-70 although the sweet spot is 24 to 50. The member is usually more affluent than the average person as they are able to afford around $200 per month for a membership to the gym. Our members like to be competitive and work extremely hard - but we don't fall on the extremely competitive side of the curve. We are more beginners to fitness and some stay at home moms that want to look good and be challenged, but at the end of the day - get a good sweat on, have a laugh or 2, and feel like they are in a cool/safe environment of like minded people.
Our gym strives to be different than the average gym. We try to avoid the cliches of a heavily masculine/testosterone environment with clanging barbells and grunting and sweat everywhere. I also love vintage racing motorcycles and cafe racer bikes and have tried to incorporate that theme into the gym - with the look and feel of a classic vintage motorcycle garage. Thats why our name is "4 Stroke" - its indicative of a popular motorcycle engine. But an engine is also a slang word for a crossfitter's work capacity or fitness level. So I try to play up the Performance aspect of our facility - meaning the performance of racing motorcycles but also thinking of our members as racing machines that need to tune their engines as well.
This decor and classic motorcycle memorabilia is meant to give the facility a premium and upscale look and feel justifying their membership - but also give them a brand and community to be proud of. But we need a great classic logo that stands on its own and plays up the classic heritage of racing motorcycles and will look really elegant and simple on apparel. The goal is not to overtly scream fitness.