It’s important to STAY BAD at some things in your Fitness Business

September 22, 2022

Contrary to popular belief, you don’t always need to fix the things you suck at in business.

Establishing the USP (unique selling proposition) of your business is not just about identifying the thing you’re best at, but identifying the things you WANT to be bad at. If you try to be good at everything, you end up being great at nothing.

Maybe you own a PT studio. You want to be amazing at PT, but you also want to SUCK at group fitness – because it’s not what you do.

Make sure when you’re working to identify your unique selling proposition, you’re also identifying the things you are CHOOSING TO BE BAD AT.

Just like identifying a perfect client involves knowing you you’re NOT for, identifying your USP involves knowing what you’re NOT good at.

Choose your battles carefully, and you’re likely to come out on top.

Dan Williams

Dan Williams


Dan Williams is the Director of Range of Motion and leads a team of Exercise Physiologists, Sports Scientists, Physiotherapists and Coaches. He has a Bachelor of Science (Exercise and Health Science) and a Postgraduate Bachelor of Exercise Rehabilitation Science from The University of Western Australia, with minors in Biomechanics and Sport Psychology.

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