The Fitness Monoculture

‘The fitness industry is saturated’

This phrase can join ‘Focusing on habits’ and ‘attention spans are getting worse’, As ‘Things everyone just parrots to each other without ever considering whether it’s true or not’

I don’t think we necessarily have a saturation problem, I think we have a monoculture problem

A saturated market is one where every distinct niche has already been filled by someone doing something distinctive. A monoculture is where every incumbent is optimising the same equation - and has forgotten there are other equations

That’s a crucial difference. You can’t disrupt saturation, but you can absolutely disrupt monoculture because the whole field is competing on the same two variables.

Coaches for coaches Coaches for over-40s who don’t want to be told to hustle Coaches building AI-native practices Coaches for people who’ve already done the £2k programme and hated it

Every one of these gets treated as ‘the same’ by the people who run the same marketing, ‘content’ and coaching business that everyone else does. This is why these niches would all be wide open.

If everyone is running the same offer, funnel, tone etc in your niche - the question isn’t ‘How do I compete?’, it’s ‘Why would I even bother trying to?’

They’re all running the same arbitrage on the same attention - and when one cracks, they all crack together. The person who builds something structurally different stops being invisible.

The industry is far from full, it’s just playing the same game.

Pick a different one.