The Team….of TEAM EMW

  • Emma McElhinney

    Founder and lover of a motivational quip or 2

  • Helen Maxwell

    Mindset maven and strongwoman competitor

Meet Emma, Founder Team EMW, Rebel Queenager & Fun lover

Your fearless guide to smashing midlife mediocrity and tapping into your limitless potential!


As a trailblazing perimeno & behaviour change specialist, Emma's mission is to transform women who feel marooned in monotony into their audacious, dazzling, ultimate badass selves.

Once entwined in the tendrils of corporate drudgery, Emma walked her own path through diet disarray: from a lean, fit, and healthy fireball in her 20s, to an overweight, dowdy, and wearied woman battling a lethargic metabolism in her 30s. When she re-emerged from her transformation cocoon (several qualifications later), she pledged to guide others through their own metamorphosis.

Emma's flagship powerhouse, Body Balance Blueprint, has steered over 500 women from feeling stuck in their old dress sizes to rocking hot AF body transformations alongside sustainable lifestyle and behaviour makeovers. Her work has graced the pages of Lift The Bar fitness magazine and resonated on the This Sh*t Works podcast, among others.

Fuelled by an unquenchable passion for personal development and a drive to help women morph into their most fabulous selves, Emma's got a knack for delivering straight talk intertwined with a healthy dose of cheesy motivational nuggets. So buckle up!

When she's not transforming lives, Emma's either nestling in the countryside with her hubby and son, scouting dream homes in the country on Rightmove, or paddleboarding off the wild west coast of Scotland.