Built a tool for online fitness coaches — compete with the incumbents or complement them?

The thing is, the market has big established players (Trainerize, TrueCoach, Everfit). I’m pre-revenue and trying to decide my positioning:

\*\*1.	Compete\*\* — position as a better all-in-one and try to win coaches over, or    
\*\*2.	Complement\*\* — build to sit \*alongside\* their existing tool, doing the one thing (retention/attention-flagging) they don’t do well, so coaches don’t have to switch.

My instinct is complement — lower switching cost — but then I’m asking coaches to pay for a second tool, which is its own hurdle.

For those who’ve launched into a crowded market: did you go head-on or find a wedge beside the incumbents? What worked?

(Origin: I got the idea from actually talking to PTs about scaling online — so I think the problem is real, I’m just wrestling with positioning.)