Hudon is a former Ironman triathlete who has built a focused, highly profitable financial advisory practice, with Investia Financial Services, targeting endurance athletes. “You can’t fake Ironman,” he told me. That single sentence captures the most overlooked principle in niche marketing: authenticity comes before niche. After researching his market and understanding what truly motivated his clients, Hudon reorganized his practice around a life-centred planning model. Niche marketing, like Ironman, rewards endurance.