"Discover what sets you apart from everyone else and lean into it! While the principles may be similar, the magic lies in how you deliver your service and bring something truly unique to your audience."
Q. What sparked your passion for fitness and wellness, and how has your journey evolved into the successful online fitness coach and wellness brand you are today?
I’ve been passionate about sports and fitness for as long as I can remember. Growing up in Ireland, my main sport was Camogie, a traditional Gaelic game that’s a cornerstone of Irish culture. At 16, I joined the gym to enhance my performance on the pitch—and that decision sparked a lifelong love for fitness, health, and wellness. I became a sponge for knowledge, dedicating all my free time to learning and growing in this field.
With a degree in psychology, diplomas in personal training and sports nutrition, and a meditation teaching certification, I founded Active with Amie (AWA). AWA is a wellness brand that has helped hundreds of women transform their lives. By taking a holistic approach to fitness, I emphasize not just training and nutrition, but also mindset and lifestyle, empowering women to thrive on every level of their wellness journey.
Q. Mindset and motivation are crucial aspects of achieving fitness goals. Can you share some tips or strategies you use to help your clients overcome mental barriers and stay motivated?
Mastering mindset is one of my favourite things in the world. My background in psychology has definitely fueled this interest, but there’s one truth I always share with my clients: motivation comes after action.
The process begins with a decision to change. Once you take that initial step and start doing what’s needed, consistency leads to progress. As you begin to see and feel the results, motivation kicks in, amplifying everything. The hardest part is always that first step, but once it’s taken, everything starts to feel more manageable with time.
A plan without action is just an idea. Execution is what drives transformation. Action is everything.
Q. As a freelance social media content creator, how do you stay up-to-date with the latest trends and best practices in social media marketing, and what types of content do you enjoy creating most?
I don’t focus on keeping up with trends or analytics. Instead, I post what feels authentic to me—content that I’m genuinely passionate about and interested in. While analytics have their place, obsessing over them or chasing trends can take the joy out of content creation. For me, it’s a form of self-expression, and trying to mimic what everyone else is doing would strip away its authenticity. Staying true to myself is what makes my content meaningful. I love creating days in the life/vlogs of my life here in New York City or at home in Co.Clare in Ireland!
Q. Can you tell us more about your wellness brand and what inspired you to launch your own business? What lessons have you learned as an entrepreneur in the wellness industry?
I noticed a gap in the wellness space—so many brands focused solely on training or nutrition plans, but none took a truly holistic approach to coaching. I’ve always been drawn to mindfulness and how tuning into our inner worlds can transform our outer ones, and I wanted Active with Amie (AWA) to reflect that.
Rather than just handing out plans, my goal with AWA is to educate and empower women to overcome the challenges they face and master them for life. That means addressing mindset, training, nutrition, and lifestyle in a way that’s realistic and sustainable.
No one is perfect, and I didn’t want to create a program that pressured women to be. Instead, AWA is designed to help clients grow and learn while still enjoying their lives, all in alignment with their fitness goals.
From gratitude journals to eBooks, my wellness products are an extension of this mission, embracing the same principles of balance, education, empowerment and slowing down to be mindful in the fast paced world we live in.
Q.As a fitness coach and entrepreneur, you've likely faced challenges and setbacks. Can you share a particularly difficult experience and how you overcame it?
Every day brings its own challenges. Active with Amie (AWA) has grown beyond just me, which I’m incredibly grateful for—but it’s also brought its share of new responsibilities. Over the past year, I’ve not only been the founder but also stepped into the role of a boss, hiring my first two employees to join AWA as coaches.
It’s been a steep learning curve—every day feels like a new lesson. But that’s what entrepreneurship is all about: embracing the unknown, adapting, and figuring things out one step at a time. It’s not always easy, but the challenges are part of the journey, and they’ve pushed me to grow in ways I never anticipated.
Q. What advice would you give to aspiring fitness professionals or entrepreneurs looking to break into the wellness industry?
Discover what sets you apart from everyone else and lean into it! While the principles may be similar, the magic lies in how you deliver your service and bring something truly unique to your audience. It’s about finding your distinct edge and offering potential clients an experience they can’t get anywhere else.
Q. Finally, what's next for you? Are there any exciting projects or initiatives on the horizon that you can share with us?
My sell-out gratitude journals have just launched and are now available worldwide on Amazon! Over the next year, my goal is to continue growing Active with Amie (AWA) and help as many women as possible on their wellness journeys. Looking ahead to 2025, I’m planning to expand into the corporate world in New York, with a focus on helping individuals manage everyday stress through the integration of wellness practices. This will be a key focus for me, and I’m truly excited about the opportunities to make a meaningful impact!
BIO:
Amie Wiley is the founder of Active with Amie (AWA), a wellness brand dedicated to empowering women through a holistic approach to fitness and well-being. With a background in psychology, Amie has created a platform that focuses on fitness, nutrition, mindset, lifestyle, and sustainable wellness practices. Through AWA, she helps women overcome challenges and master their wellness journeys. Originally from County Clare in Ireland but now living in New York City,she continues bringing a unique perspective to the wellness industry. Amie is also a content creator sharing her life to an audience of over 100,000 people across all social platforms like instagram and tiktok.
Interviewed By Irene Elina Eldhose
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