I run a CrossFit-affiliated gym in Minneapolis, MN called TwinTown CrossFit.
CrossFit is the fitness methodology used by the cast of the movie 300. We use functional movements executed at high intensity to produce results that cannot be matched in any other fitness system.
The mission of my gym is to help athletes achieve long lives of high quality. We want our athletes to be 90 years old and still lift a suitcase into the overhead compartment of the plane.
Across the CrossFit spectrum there are gyms that attract 20 year-old super athletes and gyms that attract average people. My gym is for average people. I can not use an identity that is overly macho, masculine, obnoxious, aggressive, boisterous or rude. I want to communicate that my gym is inviting to everybody, regardless of their age or fitness level. I want to communicate the idea that my gym is a place to develop inner potential - not to show off how much you can lift.
Unlike globo-gyms like 24, Lifetime, and Gold's, CrossFit gyms are small, community-oriented gyms where everybody knows each other. The shared-experience and sense of community that you experience in a CrossFit gym is extremely important. Therefore, a winning design will leverage and re-inforce a sense of tribalism.