I see the logo consisting of two parts. The word BURN which could appear with our without the tagline which will be "24HR FITNESS". The logo should look equally good with our without the tagline.
There may or may not be a motif or other symbol combined with the word BURN, this just depends on the design and the concept - I don't have any strong preferences. My overall direction though is one of simplicity, but with some sort of clever or memorable look.
The logo will be used extensively across the organization, for example on signage outside, stationery, clothing and even the dumb bells in the gym. It should look good in various forms such as one color, two color or full color. It should not lose impact in black/white.
In terms of concepts for the logo itself I am open to ideas here, but would prefer to not put so much attention on the word burn conjuring up images of flames or fire. However if someone has an original way other than a flame then this might work.
As the gym does not want to appeal just to bodybuilders, the logo should not place alot of emphasis on weights, but should probably be more generic in nature.
In terms of colors I am very fond of using ORANGE PEEL and another color such as dark gray, however I am still exploring this and will try and come up with a color palette that I like.