Fitness Influencer Katie Austin Is Doing It All: Here’s How

The three-time SI Swimsuit model has built a successful personal brand and social media platform.

Katie Austin.

Fitness influencer Katie Austin officially founded her brand five years ago, but she has been creating content and pursuing a career in social media for the past decade. The trainer, health coach and three-time SI Swimsuit model is truly doing it all— and she’s picked up some valuable advice and tips for success along the way.

Austin has grown her Instagram and TikTok platforms to a total of 1.1 million followers, and regularly shares healthy recipes, workout videos and lifestyle advice on social media, as well as on her website and YouTube account. 

We chatted with the 2021 Swim Search co-winner, who was also named co-Rookie of the Year in ’22, and caught up on all things brand building, girlbossing and time management.

At times Austin’s brand has seemed like a one-woman show. She’s the main talent, camerawoman, content creator, editor and strategist. But on top of all of that, she also handles tasks like customer service, campaign coordination, project management, brand deal strategy, schedule coordination, event planning and marketing—all on both her personal and professional accounts.

The 29-year-old loves giving the Katie Austin brand her all, and taking on any kind of project that may come up, but the biggest thing she has learned over the years is “you can’t wear all the hats.”

“It’s really all me, and I love keeping it that way because [the Katie Austin brand] feels like my baby,” she says. “The more I do grow up though, I feel like I do need to ask for help. But when the brand is yourself and the company is Katie Austin LLC., it’s hard sometimes to give it up, but that’s how you can scale as a company.”

The Virginia native adds that her priority is to give her audience her full attention and make her platform always feel “authentically Katie Austin.”

Outsourcing and asking for help

Austin recently began to hire video editors for a bulk of her long-form content. The Austin AF podcast host says it was difficult at first because she enjoys editing and has developed a style she is proud of. The benefit, however, is that she got back so much free time to put into the business to focus on “bigger picture” things, rather than tedious tasks.

“I have to kind of pass the torch on some of these smaller things, so I can really focus on the things that really matter to grow my business,” she explains.

Balancing content creation with daily life

Austin admits that it is difficult to balance everything—she’s only human and there’s merely 24 hours in a day.

On top of running a business, she prioritizes her own health and wellness and her personal relationships. Austin credits the “amazing” support system she has behind her as the reason she is able to do it all.

“I am so lucky,” she gushes. “Even my fiancé, he doesn’t really do social media, my best friends are not influencers, per se. Everyone around me has a really good head on their shoulders of like knowing reality versus online. I’ve been doing this now since I was 19 years old. So for 10 years, I’ve been creating content and doing things on social. It takes a while to find that work-life balance, just like how it does with any routine as well. But, at the same time if you love it, it becomes easier and easier.”

Wedding planning

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A post shared by Katie Austin (@katieaustin)

Austin is doing it all while planning her wedding. Earlier this year, she got engaged to Rialto Capital Management vice president Lane Armstrong and is having a blast planning their May 2024 ceremony.

“It’s just so exciting and fun,” she says. “I’m just having the best time with it. I feel like it also can be a part of my job to try to share that side—[that’s the] really cool part about it.”

She’s planning on sharing small snippets of the process like food tasting or dress shopping on her Snapchat, but she plans to keep much of it private and take the wedding planning adventure day by day.

The best advice for creators

Austin developed her love for exercise and living a healthy and active lifestyle from her mom, ’90s fitness icon Denise Austin. The biggest takeaway from watching her mom’s success in the industry is that “longevity is key.”

She’s also developed a sense of perfection that she’s thankful she didn’t have at the beginning. Austin cringes at the sight of her early Instagram posts, “ugly website” and “awful audio,” but she’s so grateful for it because it’s all a sign of growth.

“You can always evolve as a brand. Just start,” she encourages. “Just get started, figure out what works for you and stay patient.”

What’s next

Austin is embarking on her national workout tour this fall and will visit different cities to hold live exercise sessions and events.

All of the proceeds—so far around $10,000—from the program will be donated to No Kid Hungry to help end childhood hunger, a cause that Austin is passionate about.

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A post shared by The Katie Austin Program | Sculpt • HIIT • Strength (@katieaustinapp)

As for the future, a Katie Austin fitness space is also on her mind.

“A workout studio is my dream in the next five years—like a cool HQ where I film and other people can come in for events and a really great vibe,” she explains.

Austin mentions that giving back and fueling a greater purpose is also something she’s always striving for.

“Helping people [is] the entire basis of the brand and what I really want to do,” she says. “Not only helping people feel their best self, but I really want to start like some sort of charity or some initiative to make it bigger than just the app—make it more for a greater cause.”

What is a quote that you live by?

“Don’t compare your chapter 1 to someone else’s 100.”

What’s your favorite thing to do to escape from work?

“Play with my puppy [Milly] and make dinner with my fiancé.”

What is a book that dramatically changed your perspective?

“10% Happier by Dan Harris.”

What’s your go-to hype song?

“‘Purple Hat’ by Sofi Tukker.”

How do you sign off on an email?

“XO, Katie.”

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