Design needed for fitness products website

Extreme Fitness Plans

Our family owned parent company has multiple internet businesses one of which is ExtremeFitnessPlans.com . We started this website nearly a year ago and are pleased with the place we rank among our competitors however the site started with a very basic template and is now undergoing design to be more deserving of our place but we need a logo first to set the tone and look . Though we are doing well we feel we are loosing customers for the lack of a good looking site and logo. On the customers side our clear objective in this business is to provide good options for people of various ages to improve their physical fitness and even achieve the best shape and health of their lives....and this in and from the convenience and comfort of their own home. We want our site to convince consumers they will be happy choosing us as their provider of the products and coaching / business opportunities.

Our Target audience for the most part are consumers who have heard of the Beachbody products from friends or have seen the advertisements on TV. They range from those who want to get "Ripped" to those who want to lose various amounts of weight, get toned and fit to look and feel better about themselves. I think the majority of our consumers are the latter and the slight majority of those are women. The bulk audience age seems to be mid twenties to the late 40's or early 50's.

Although we want to appeal to those who want to be" ripped" we do not want our site to look like it is built for those who are totally into themselves.. and turn off the others so we want to appeal to the majority as just described.

Although we market BeachBody products we do not want to copy or come close to copying their logo or trademarks / slogans .

We want to convey trust and professionalism and that we have products that it will take in achieving their health, fitness and body/muscle toning goals.

Our audience rightly so has concerns about being taken advantage of by scammer websites that seems to plague the internet especially where DVD type media is for sale. We feel that because of this we are going to likely have font that is darker on a lighter or maybe even white background vs the opposite.

Nothing fruity or animated,....not sure about flipped letters.....doubtful that will be acceptable.

We would like to see a type face logo that can stand alone but would like to see options for an attending icon as well.

The logo will be used on our website pages and on our letter head / communications etc.

Think fresh / clean / workout / healthy / strength / fitness / nutrition and have fun being creative.