It has to represent two things, whether blatant or subtle.
1) US Special Forces icon such as: Arrowhead, crossing arrows, or simply the Green Beret itself.
2) Unconventional fitness: Kettle bells, tractor tires, heavy chains etc.
Font style: Modern yet bold, such as the Orena font found on dafont.com
Not too militant ie. Skull, guns It has to have something that immediately communicates fitness, with an image incorporated that represents the US Special Forces ie. arrowhead, crossing arrows.
Something Fun, somewhat young and edgy in the realm of Under Armour
Similar companies to ours: Crossfit, Tough Mudder challenge, Nike Sparq training, SEALfit
example: two color silhouette image of man's upper body with a chain around his neck or arm, head slightly turned with a green beret on with the cross arrows on it in a bright color. Very subtle use of the imagery but very masculine and modern