02/11/2026
A little change of direction…
My social media content has never been a measure of how good I am at my job as a Sports Therapist. It never will be.
I’m incredibly proud that around 90% of my business comes through recommendation. That says more to me than any number of likes, followers or views ever could.
I’m one person, helping many others to live well, get out of pain and return to the sports, activities and fitness they love. It’s what I’m good at. It’s what I’m passionate about. It’s what I’ve spent 12 years building a business around.
But, personally, I’ve found social media (across multiple platforms) has become more of an irritation than an enjoyment.
An inconvenient noise that distracts from actually living life. Or a convenient one, if that’s what you want it to be.
It’s a place where small business owners are constantly busting a gut trying to keep up with ever-changing algorithms, playing a game dictated by a handful of tech giants with more money than most of us could ever imagine.
A place where AI is making it increasingly difficult to distinguish reality from fiction.
Where people rant at one another, compete to have the last word and, all too often, seem to have forgotten how to simply be kind.
Somewhere along the way, our worth and success have become measured by likes, comments and engagement from people we barely know, or complete strangers.
I think I’ve just had enough of it.
I am my business, but I’m also so much more than my business.
So, I’ve decided to make a change.
My Instagram page will no longer be dedicated to S.E.A.L Fitness. It’ll become a little more personal. I’ll share things when I feel like it, when I have something to say or when I have something worth sharing. There won’t be a content strategy, posting schedule or any pressure to keep up with an algorithm.
I’d rather be out experiencing reality than spending my time documenting it for social media or doom scrolling through everyone else’s.
If you’ve followed me purely for the business content, please feel free to unfollow. No hard feelings whatsoever.
If you’re happy to be a little nosey about what I get up to in life, then stick around. Although, let’s be honest, it’ll probably consist mostly of walking the dog and watching women’s rugby league!
This Facebook business page will be archived shortly. S.E.A.L Fitness itself isn’t going anywhere, though. I’ll still be doing what I do best, looking after my clients and growing the business through the thing that has always mattered most to me: genuine relationships and recommendations.
Finally, to those of you who have been around for the long haul, thank you.
I’m genuinely grateful to everyone who has taken the time to engage with, support and share my content. But I’m beyond grateful to those who have recommended my services, trusted me with their own health and wellbeing, and continue to send others my way.
You’ve helped keep this little independent business going for 12 years.
That’s something no algorithm, number of followers or social media platform can ever take away.
Here’s to a little less scrolling, a little more living, and many more years of doing what I love.
❤️ Emma
