A) INNOVATE: Do something different than your competition. At least from a conceptual point of view; P90X, TRX, CrossFit, DVRT, and Zumba are great examples. What can you design, create or invent that separates you from your competition?
B) DUPLICATE: But do it better. Just like Orlee mentioned, when you make a better ham sandwich… This means you study the competition and see what works, and what may work better. Use your certifying body or find a mentor to help you with everything from program design to business practice. Then master those principles and build on them from your own experience and background.
C) EDUCATE: Yourself and your clients. I spend 1 hour per day working on myself as a professional, learning new fitness concepts and how to deliver them to clients. With clients, I “teach to teach” so that they take something with them they can apply without me standing in front of them “counting reps.”
D) CULTIVATE: Relationships. In the end, we are not just in a product business or solution business or a systems business, but most importantly in a people business. Build relationships not only with clients, but with employers, fitness centers, recreation centers, mentors, students, educational providers, newspapers and magazines, news media, social platforms, advertisers, bloggers, chambers of commerce, and yes, even with the competition.