The fencer on the right in the first photo attached below has a a pose that might be helpful if you want to play with designs using a human figure. The other photo is one of my students after a national gold medal—again, possible human figure....
Photos 3, 4, and 5 all show fencers using good lunging technique, too.
Photo #6 is the logo of a fitness studio about five blocks away from my location. Let's avoid looking too much like them, please.
This is a startup business. Also, I am primarily marketing to people who know very little about fencing—not to people who already fence. There is an existing nonprofit fencing club in town with whom we have formed a strategic partnership: they will focus on group classes, community outreach, suburban residents, family atmosphere, affordability, and sheer numbers. BladeFit will focus on individual instruction, a high-profile downtown presence, adult atmosphere, well-heeled clients, and exclusivity.
The image that most people have of fencing (e.g. The Three Musketeers, Star Wars, Pirates of the Caribbean, etc.) is not what fencing actually is. Many people think that:
1. Fencing is not a "real" sport (after an hour of practice, this notion is quickly disabused).
2. Fencing is dangerous and/or that we use sharp weapons (we don't).
3. Fencing is only for people who are graceful (it's not).
4. It's just for kids (it's for all ages).
5. Fencing is for "blue-bloods" and Ivy Leaguers (it's actually quite egalitarian).
So, people have many excuses not to try fencing. I want to convey that fencing (in general) is:
1. Fun. Endlessly so. And never boring.
2. A fantastic workout for body and brain.
3. Something anyone can learn at any age.
I want to convey the BladeFit (in particular) is:
1. Kinda hip, but not in an "urban hipster" kind of way.
2. Small, intimate, somewhat exclusive (yet welcoming to newcomers).
3. A "third place" where physically active brainy adults can be with other physically active brainy adults.
Here's some background info about fencing....
Fencing is a sport that demands intense focus, keen analytical skills, and attention to detail. It uses movements that are largely non-instinctual, so it requires a lot of training to achieve basic competency. It is a sport of movement, timing, and distance on a two-dimensional playing surface (there is essentially no lateral movement in fencing due to the long, narrow field of play). Fencing is multi-generational and cross-gender in nature: men have the physical advantage of size, but women largely compensate for this in patience and finesse.