We sell a 90-day fitness e-book (workout routines + workout information) to people who are trying to build muscle and burn fat at the same time for sort of "Ryan Reynolds" look (as opposed to the Terminator look).
It's for the "non-tough" guys who want to achieve this outcome without having to kill themselves working out like crazy... Double-Time workout is designed to be done only 40 minutes per workout, 3 times a week.
It's called "Double-Time" because the flow of the workout is faster than other workouts. It takes the trainee through the workout at a more brisk pace by reducing the amount of rest in between sets.
People (mostly young people between 18-35) who's focused on physical fitness... muscle building AND fat loss (at the same time).
At the moment, our target is largely male, but we'll expend to female audience as well, so the logo should not be masculine.