Amy Castano

Building a business & a body on hustle and heart

Born into a family that strongly encouraged her entrepreneurial drive, creativity and ambition from a very early age, it’s no wonder that Amy Maree Castano is a force to be reckoned with. In this digital age she has not only amassed a loyal and engaged audience of over half a million followers on Instagram alone, but she has also mastered the art of balancing an incredibly successful personal beauty brand with managing the demands that go hand in hand with a burgeoning fitness empire. Amy’s journey – both by herself and as part of a global fitness phenomenon alongside her ex-husband – is a testament to her unwavering commitment to personal growth and today she talks to us about paper runs, perseverance and how teamwork makes the dream work.

Q. Once upon a time, you were climbing the corporate ladder in finance. What inspired you to start your journey in the health and fitness industry, and how has your vision evolved since then?
I think entrepreneurship is in my blood. I grew up watching my father run his own company and ever since I was super young, I was always thinking of ways to do things differently. At the age of 8, I had a paper run around the streets of Randwick, and very quickly figured out a way to get other kids involved to deliver the paper run on the weekends and I would manage that. At 14 and nine months – the legal age to get a job – I got my first job at McDonald’s which just confirmed to me that my personality wasn’t one that enjoyed working for someone else.
I went onto university where I did a six year double degree and started my career in Finance. Whilst I was doing that, I had a side hustle selling dresses which went gangbusters on a new platform called Instagram, and at that time I definitely wasn’t ready for it.
Throughout my youth and all the way up until today, my parents were BIG on teaching me that you can’t do much unless you have good health, so I’ve always been conscious of making sure I’m getting in good food and exercise. That’s where my passion comes from. Further to that, my partner at the time and now best friend and business partner Jono, got into personal training, and we have very similar drive and goals in life. With my background and flair for business and his expertise in the fitness industry, it was the perfect match and that’s how ACERO was born.

Q. You co-founded ACERO in 2020. Starting a business and trusting that it will succeed can be really challenging. Did you experience any self doubt during the process and how did you overcome it?
Of course, self doubt creeps in whether you like to acknowledge it or not. In my case, the way in which we started ACERO during the Covid lockdowns meant that we were thrown into an opportunity where we had to move and adapt fast, so I didn’t really have time to think or plan which I think was a blessing in disguise.
I learnt that self-care and preserving my energy is important when I feel myself getting overwhelmed. The by-product of being busy but feeling like you’re not getting anywhere, is self-doubt. I’ve always tried to give myself grace and time – whether it’s 10 minutes or a whole day – to reset, re-prioritise and re-focus on some small goals or steps that makes the big stuff seem more achievable.

Q. ACERO is renowned for cultivating an incredible community. What else do you think sets it apart from other gyms, and how do you make sure that you stay ahead of the curve?
As a gym, we are in the business of people and we are always focusing on how we can add more value – both to our clients and our team. There’s no client ownership in ACERO and that really makes people feel like they are part of the brand family rather than just coming to a gym to train with a trainer.
We hire our trainers on the basis of energy, work ethic and personality because while systems and programming are things that can be taught, everything else comes from within. We have our standard session format but we also want each trainer to find their own niche that they truly resonate with and enjoy – when you have a personal passion, you live and breathe it yourself.
Not only do we get results but we have fun doing it. I think one of the most important things that I learnt through trying different things is that you need to make training enjoyable. The moment it’s not – that is usually the point most people including myself, lose interest.

Q. What skillset of yours would you say has been the greatest asset in driving the success of your businesses?
Even though I don’t use my university degree professionally today, it definitely taught me business and financial skills. However, my drive for entrepreneurship and being creative has always been there and that’s where my strengths lie for sure. Having an understanding and acceptance of my own limitations, being able to utilise Jono’s expertise and focusing on building a great team instead of trying to do everything myself, has probably been the most valuable and positive realisation.

Q. You went through a dramatic physical transformation yourself. What inspired the want for change, what did the process entail, and what was the biggest lesson you learnt along the way?
Confidence, whether that shows up physically or mentally, goes hand in hand. The main questions for me were always, who is the woman that I want to become? What values are a non-negotiable in the way I go about daily life and the bigger picture? What are my true goals and how do I get there? I’m still discovering new things about myself daily but being true to my values means that I have to embody the person who wants to achieve the goals and challenges I set for myself. I couldn’t have my mind focused on my business if my health wasn’t right. Feeling tired and not being able to sustain my energy levels comes down to my daily habits. Getting rid of habits that didn’t align with those bigger goals ultimately led me to a healthier lifestyle and as a by-product, a strong physical transformation.
In the past, if I wanted to transform my body, it would involve a crash diet, an all or nothing mentality, crazy amounts of exercise and a short time frame. Now I understand how to make things stick for the long run. This time I focused on introducing habits slowly into my routine – whether that was training more or eating better. I found this way more enjoyable because once a habit sticks, it’s something that you look forward to. Doing everything at once can feel quite overwhelming. Today I enjoy a balanced lifestyle, I listen to my body and I make sure I understand why I do what I do because that contributes to my overall goals.

Q. Is there a specific nutritional approach that you enjoy day to day now? What’s your go-to treat?
There is no specific nutritional approach for me. I understand what foods make me feel good and truly try to focus on that. I’m a massive foodie and love trying new restaurants so the aim is to balance that with cooking healthier meals at home so that I can enjoy going out guilt free. My go to treat would be tiramisu and gelato or any kind of dessert really. But with that said, I do try to make healthier versions of those treats myself so that I never feel like I have to be restrictive.

Q. You have been a long standing brand partner of Fenty by Rihanna which has been praised for its bold and empowering messaging. How did this iconic collaboration begin, and how do your values and beliefs align?
Ever since the launch of Rihanna’s iconic Fenty beauty and Fenty skin, I’ve been such a fan of the products. There is not one day that goes by that I don’t use a Fenty product in my “Get Ready” routine. The products are amazing, and I think that is just a testament to Rihanna herself. She is an incredible business woman and understands that being present in the development of the products and the business is important for it to thrive, a philosophy that I very much align with.

Q. The concept of beauty and fitness can sometimes perpetuate unrealistic standards, particularly for women. How do you approach promoting a more inclusive and body-positive message through your business endeavours?
For me looking good, makes me feel good. And I believe that whatever it is that makes someone feel great — whether that be exercise, healthy eating, or daily routines — it’s all about personal choice and should never be judged. When I neglect self-care, I tend to lose my own motivation and drive.
Within the ACERO community, our approach for exercise is #45daily. That doesn’t mean you have to completely obliterate yourself at the gym – it could be as simple as going for a walk with your dog or some friends. As long as you’re getting in those 45 minutes of dedicated movement every day, you’re creating a good habit!
Our philosophy on nutrition is promoting a balanced approach that is aligned with YOUR goals and that fits YOUR current lifestyle. Some people come to us and want to make changes to get rid of bad habits and replace them with good ones. Other people come to us and just want to add exercise to their daily routine, and that’s okay too. We really like to work with everyone on an individual basis as everyone is different with different lifestyles and goals, that often evolve over time.

Q. Your morning routine is all about instilling confidence and having pride in the way you present yourself to the world. Can you talk us through what this looks like.
I hate waking up to alarms and I’m very anti-routine! I feel like the reliance on these things can sometimes make it all feel like a chore, and with every day being different – if your routine is off, it can also throw you off. I much prefer to block out times in my day which I know I can dedicate to certain things.
My body clock is set to 4 am to 5 am so I usually wake up anywhere in between there. As soon as I wake up, I jump on my phone and check my emails and take care of everything that needs to be dealt with urgently. I then have a shower, do my skincare and take my vitamins. Whilst having my morning coffee, I get ready for the day.
One of my non-negotiables is my daily morning make-up routine – I personally take pride in my appearance and if I look my best then I feel my best and I perform my best. I’ve now got it down pat at 20 minutes!
Some of my favorite Fenty products include:
• Flash nap: It’s an eye cream that is like sleep in a bottle
• Lux Balm: To hydrate my lips
• Hydra vizor hues: For hydrated skin with a slight tint
• Eaze drop: Stick foundation which is super quick and easy to apply with great coverage
• Match stix: Contour and highlight
• Invisimatte: To set it all in for the day ahead
• Cheeks out: Cream blush is super quick to apply and add some colour
• Hella thic: Mascara for super thick and long lashes

Q. In a world where trends come and go, what timeless piece of advice would you offer to your younger self?
If I could offer one timeless piece of advice to my younger self, it would be to embrace change and uncertainty with an open mind and resilience. Life is full of unexpected twists and turns, and it’s important to adapt, learn, and grow from every experience. Don’t be afraid to step out of your comfort zone, take risks, and believe in yourself, even when faced with challenges. Remember that setbacks are opportunities for growth, and that success often comes from perseverance and a positive attitude. Trust in the process, stay true to your values, and remain open to new possibilities.

Q. What does work/life balance mean to you? What habits or routines do you practice daily that allow you to manage stress and prioritize self-care while keeping up with the demands of entrepreneurship?
I think work/life balance is non-existent to me. Some things will always require more of my attention at certain times and periods which is out of my control. What I do believe in, is being able to adapt and be aware of when one requires more attention than the other. There may be weeks/months on end where I don’t have a break, and that’s okay because I truly do love what I do.
I make sure throughout my day there are little snippets where I give myself the time to feel good, whether that’s through doing my make up in the morning, getting in my #45daily workout, taking my dog Ollie to the park or having chats with loved ones. I also try to aim to have at least one day where I don’t have a schedule and I can just recharge my energy. I love my home and even just being able to sit in my space and watch a show gives me so much pleasure.

Q. Social media has provided a space for strangers to have access to your personal life. How do you deal with the constant online scrutiny of both yourself and your family?
To be completely honest, ignorance is bliss! The more time and energy you give something, the bigger it gets. I stay true to who I am, I have some of the most amazing people in my circle and I would never allow outside influence to affect that.

Q. As a trailblazer in your field, what advice would you give to other female entrepreneurs wanting to make their mark in a hugely competitive and male dominated industry?
In any industry, I would advise female entrepreneurs to stay true to themselves and their vision, even when faced with challenges and biases. Surround yourself with a supportive network of mentors, allies, and fellow entrepreneurs who believe in your capabilities. Be confident in your skills and knowledge, and never underestimate the power of perseverance and resilience. Remember that your unique perspective and diverse experiences are your strengths, and they can set you apart in a competitive landscape. Stay focused, stay determined, and never be afraid to take up space and make your mark.

Q. Reflecting on your whole journey to date, what are you most proud of – personally or professionally?
I am incredibly proud of so many things in my life, both personally and professionally, making it difficult to choose just one. However, if I had to pinpoint one aspect that stands out the most, I would say I’m most proud of how I’ve handled adversity, tackled challenges, and grown into the woman I am today. I take pride in my ability to accept opportunities when they arise and approach them with full drive and determination, allowing me to continuously evolve and thrive!

Q. What’s next for you?
We have some very exciting developments for our ACERO brands as well as collaborations which I will share when the time is right. But just know that more than ever, I am going into these new phases with incredible drive and inspiration and will be giving it everything I’ve got!

---

Introducing: Soft’lit Naturally Luminous Longwear Foundation

Helping you rest easy and wake up with luminous skin

Golden hour glow, bottled. Step into your best light with Fenty Beauty’s newest longwear foundation that gives you a golden hour glow all day long. Fenty Beauty Soft’Lit Naturally Luminous Longwear Foundation delivers that suddenly softened, evened-out, lit-from-within finish that only that golden hour can create. With medium, high-performance coverage and additional skin-enhancing benefits, Soft’Lit Naturally Luminous Longwear Foundation is bringing all skin types and tones that natural radiance and all-day hydration, without the appearance of shine.
Soft’Lit provides a beautiful, perfect level of luminosity that immediately brightens, hydrates, and controls surface oil, while also improving skin discolouration and dark spots over time. The advanced-performance, medium-coverage, mica-free formula features our Natural Luminous Complex: easy-gleam oils, polymers and powders for a luminescence so smart it won’t get stale-looking or add unwanted shine. Plus, it features skin-enhancing ingredients like Cyperus Papyrus Leaf Cell Extract and Kakadu Plum Extract to protect against free radicals, and pollution and deliver antioxidants.
Perfect for all skin types from dry to oily, the lightweight formula feels comfortable on skin all day long. The luminous counterpart to the best-selling Pro Filt’r Soft Matte Foundation, Soft’Lit is available in the same 50 shades and features the longwear, waterproof and transfer-resistant properties you already know and love, now housed in a sexy, ergonomic, iconic-Fenty hexagonal bottle. No flashback, creasing or fading – just a natural, luminous finish for all that lasts.

KEY INGREDIENTS:
• Kakadu Plum Extract: Which is rich in Vitamin C and anti-oxidants, brightens skin & improves skin tone overtime.
• Cyprus Papyrus Leaf Cell Extract: Helps provide all-day hydration.

HOW TO:
Apply with the NEW! Foundation Brush 145 ($56) – a super dense, tear-drop shape that allows for even application that even reaches the creases of the nose and undereye for a seamless, airbrushed finish with minimal absorption.

---

Amy’s look is courtesy of the amazing products from Fenty Beauty by Rihanna

PREP

• Fenty Skin Fat Water Hydrating Milky Toner Essence
• Fenty Skin Hydra Vizor Mineral SPF 15 Moisturiser
• Fenty Beauty Pro Filt’r Mattifying Primer in True Matte

COMPLEXION

• Fenty Beauty Soft’Lit Naturally Luminous Longwear Foundation
• Fenty Beauty We’re Even Hydrating Longwear Concealer
• Fenty Beauty Match Stix Shimmer Skinstick in I Scream

CHEEKS

• Fenty Beauty Cheeks Out Freestyle Cream Bronzer in Teddy
• Fenty Beauty Cheeks Out Freestyle Cream Blush in Peach Face

EYES

• Fenty Beauty Shadowstix Longwear Eyeshadow in In Big Truffle
• Fenty Beauty Shadowstix Longwear Eyeshadow in Sip & Sparkle
• Fenty Beauty Hella Thicc Volumizing Mascara

BROWS

• Fenty Beauty Brow MVP Ultra Fine Brow Pencil & Styler in Medium Brown
• Fenty Beauty Brow MVP Sculpting Wax Pencil & Styler

LIPS

• Fenty Beauty Gloss Bomb Cream Color Drip Lip Cream in Fenty Glow

INTERVIEW: ALEXA TOWERSEY
PHOTOS: Neil Dixon
STYLIST: Joanne Phua
MAKE-UP: Michael Brown for Fenty Beauty by Rihanna
LOCATION: Acero at The Fullerton Hotel, Sydney

For the full article grab the December/January 2024 issue of Women’s Fitness Australia from newsagents and convenience locations. Subscribe here.