Tammy Hembrow was only a teen when she began making videos in her bedroom, hoping like many others to ride the wave of internet fame.
The Gold Coast native posted anything from hair and makeup tutorials, day-in-the-life style videos, Q&As – but what stuck were her workout videos, especially the ones done during and after her pregnancy with her son Wolf.
“When I look back, I honestly smile at how raw and unpolished it all was. Those early days taught me that people connect most with authenticity,” Tammy, now 31, tells nine.com.au.
Watch the video above
Her workout videos sparked the idea of her first business, Tammy Fit, which was started with just $400 and simply provided customers with a PDF file of workouts.
Since then, she has added two more businesses to her belt – athleisure apparel brand Saski Collection and sports nutrition brand Selfish Supps, created with her sisters Amy and Emilee.
“I’ve always had a passion for fitness, wellness, and creating things that empower people. Starting my businesses [was] about turning that passion into something tangible,” she says.
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In the years since, Hembrow has amassed a reported $50 million net worth, though she says “nothing happens overnight”.
“Building and managing a business takes resilience, patience, and the ability to adapt when things don’t go to plan. And to keep building things that truly excite me. I’m focusing on growth, balance, and joy,” she adds.
Out of all her ventures, however, content creation is the gift that keeps on giving. Over the years, she has adapted with the times, posting on YouTube, Instagram, and now finding fame on TikTok.
So much so, she has been nominated Creator Of The Year in 2025’s TikTok awards.
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“I’ve been sharing my life online for years, but TikTok has felt like an exciting chapter of connection and creativity,” she says.
“To be recognised for that, especially after putting so much energy into showing up authentically, means a lot. It’s such a nice reminder that people really do connect with the real moments.”
Inevitably, this level of authenticity comes with some drawbacks, with Tammy being at the end of intense criticism about her private life.
The mum-of-three (to Wolf, 10, Saskia, eight and Posy, three) admits keeping the critics at bay is hard, but attempts to do so by “balancing vulnerability with boundaries.”
“People see so much of my life, but there are parts I keep private. Navigating that line while still being authentic can be challenging,” she says.
“Success looks different for everyone. Mine came from sharing my life openly with my TikTok followers and building businesses around my passions.
“It might not be the traditional path, but it’s mine, and I’m proud of it.”
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A large reason for this success is due to her fans, with Hembrow sharing, “Without their support, none of this would exist.
“They’ve been with me through highs and lows, and their encouragement has often been the push I needed to keep going. I feel like we’ve grown together, and that’s something really special.”
The TikTok Awards will be held at the TikTok Entertainment Centre on November 26. Fans can catch the ceremony live on TikTok and Stan.
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