Weight Lifter and Gym Portraits

Hi - I am often asked to take some portraits in a local weight and strength gym for various promotional uses. I want to step up my game a bit, and would love a critique in order to find new ways to show off this type of training. I prefer to go for a hybrid of portrait and action at the same time. I have a good studio strobe set up, and can light the background of the gym pretty well. Any suggestions for going beyond? Thanks!

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