Branding (logo not required) - style guide / sheet

Information for the business: We're selling weightlifting gloves
Industry: Sports and Fitness
Design details: We're looking for you to create a 'style guide' for us. It'll be used on our website and in our social media channel marketing.

We have a logo, but we're looking for cool fonts to use, the right colours, how to display pictures with text on - that kind of thing.

This is for a small business selling weightlifting gloves.
Target audience: Typical customer : Young guys 20-35 into weight training, gym
Messages to communicate through the design: Our attitude is 'everyday people can pump iron'. In other words, you don't need to be a total knucklehead to lift weights and workout at the gym. We want to project something friendly and fun, but still mainly aimed at our young (predominantly male) audience.
Ideas for the visual style: masculine, playful, fun
Things to avoid: cutesy, artsy, hipster
Where the design will be used: web, social
Extra notes: Attached : our logo, and an image of us,