Let me tell you a story of Nerd Fitness.
In a space that's fiercely contested, where anyone can get an exercise routine for free from YouTube, and where there's a plethora of apps and courses available, Nerd Fitness has positioned itself as a fitness resource for, you guessed it, nerds.
People who are office workers.
People who sit at desks, lead sedentary lifestyles and have never really been the athletic type.
And their whole marketing and product positioning is around that group.
So you can expect to see content around food prep tips for office workers, workout strategies for the hassled and always on the run 9-5iver and apps for tracking your fitness.
They have a thriving business, vocal fans, and what I would imagine healthy profits.
I know another fitness brand who targets only seniors.
That's a great thing about going into a crowded market- the demand is already proven, but the bigger players try to be everything for everyone and fall short.
So if you are in the hosting market, position your product for a particular subset of users, like freelancers.
Package your products in such a way that it makes sense only for them. Offer specific add-ons, tie up with other companies who are targeting only freelancers, offer discounts on products or services that they will use.
That's how you break into a crowded market.