I have two specific "character types" that I market towards - first, young urban professionals: men and women (usually more women than men), ages 25 to 35, career driven/goal oriented, BA or possibly Master's Degree, interested in personal health for social/personal reasons (yoga, group classes, etc.), they don't have huge amounts of expendable income, but they are open to spending on health/social/local/status items (group fitness, social outings to local restaurants/bars). They live in rented apartments (often with roommates or a significant other).
And second, urban professionals - men and women, ages 35 to 45, used to be career focused, and still are to some extent, but they also have young families (children ages 2 to 6). They often have advanced degrees (such as lawyers) or work for large companies (usually in upper management positions related to marketing, development, etc...). They have expendable income that they often spend on their children (hiring a nanny, buying organic foods (via Fresh Direct or farmer's market), vacations, children's groups/activities such as SuperSoccer, 78th Precinct sports leagues, art classes). They are motivated to get in shape for family and personal reasons (often they have neglected to take care of themselves while workings/raising a family).
As far as workout gear, both groups tend to associate with brands like Lulu Lemon, New Balance, Asics, Nike, etc.
I threw together a very rudimentary idea of a flower (growth) coming out of a crack (urban), but I'm afraid it looks a little too feminine.
I am very open to creative suggestion!