You have as much creative freedom as you need here! I've been putting this off for so long purely because I felt like I didn't know enough about what I wanted, and so now I'm offloading that to you. In regards to colour, I couldn't pick a colour or colours I wanted to stand behind, and once again, free reign for you guys. I realise that having that little to go on may be an absolute nightmare for some or all of you, and I'm sorry for that, but I am the least creative person I know, so it's in your hands.
With the actual logo, I was toying around with a simple K and F for KitFitness, but also the typical barbell/dumbbell/weights/muscles etc that almost every fitness logo has today, along with silhouettes of people lifting weight. If you can find something even remotely unique I salute you!
The target audience is so varied. I currently have an 18 year old female first time gym goer all the way up to a 75 year old male experienced martial arts enthusiast and everything in between.
I've not done anything like this before so I'm not sure if there's anything I've missed out or if I've overloaded you or what, but if there's anything you need from me please ask away! Good luck! And thanks!