Yesterday I spoke with a friend who owns and runs a CrossFit gym. We discussed the difficulties of standing out in a crowded marketplace, a marketplace filled with people who are lazy and incompetent, but who still get to have the same job title as you.
My friend has spent years studying health and fitness. He has an amazing amount of knowledge and experience. If you train with him or are one of the athletes he coaches, you get expert advice.
However, he has to compete with guys who really don't know what they are doing, but who have some money behind them, are a little better at sales, and who are taking advantage of the fact that CrossFit is trendy right now.
Similarly anyone can call themselves a social media specialist. I have met the "social media experts" for large record labels who just create memes featuring the Dos Equis guy.
What to do? Endure.
If history is any indication, most of this competition won't last. I remember the late 90s when everyone over the age of 12 was a "web design expert" who charged people insane amounts of money to build completely dysfunctional websites. Not only are 99% of those businesses closed, but most of those people are not even involved in web design anymore. They now chase other trends.
I'm betting many of them are now "CrossFit experts".