Wednesday, March 27, 2013

We are Specialists not Generalists.

From time to time people will ask: "Why should I come to you when a fitness club such as Goodlife offers a variety of programs for similar cost?"

In a previous blog I partially addressed this line of questioning (see but would like to elaborate with some examples.    

A business such as South St. Burger Company, Gourmet Burger, for example are specialists.  They are not competing with the likes of Denny's, Montana's, The Keg, all restaurants that offer more menu items.  

Yet, the specialized companies seem to be striving.


When you want something specific like a burger you will likely think of, and go to South St. rather than Montana's.  If you want coffee you go to Starbucks rather than Druxy's Deli. 

If you want practical self defense you come to us.  If you want an array of fitness programs you go to a place such as Good Life.  

South St. doesn't compete with The Keg.  We don't compete with Good Life.  

Very different markets.  Very different offerings.   Specialist vs Generalist.


Christopher Gagne
Lead Instructor, International Krav Maga Federation, Toronto

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