Fitness Education Online (UK and IRE) on Instagram: "Your Niche Might Just Be You. In this weeks episode of the Successful PT: UK edition Dani interviews Emma McElhinney who realised something a lot of us miss early on - you don’t always find a niche by brainstorming it. Sometimes you grow into it by living it. Emma didn’t start with a perfectly defined target client. She started with real life. A job. A kid. A family. And a belief that “people like me don’t do self-employment.” Sound familiar?