Sixteen million Instagram followers.
A business empire worth $50 million and a place on Australia’s rich list.
It’s fair to say fitness influencer and entrepreneur Tammy Hembrow has well and truly “made it”.
So why is she stepping in front of the cameras for the first time as host of reality show Aussie Shore?
“I don’t think I’ve ever really looked at my life and thought, ‘OK, I’ve made it, I can stop now,” Hembrow, who founded the hugely successful Tammy Fit app and lives with her three young kids on the Gold Coast, told The Sunday Times.
“I’ve always been someone who wants to keep learning, growing and experiencing new things.
“I’m incredibly proud of everything I’ve built, but I never want to put myself in a box, or feel like I have to stick to one thing just because it’s what people know me for.
“Life’s too short not to try new things, and I think there’s something really exciting about being a beginner again — even when you’ve been successful in other areas.”
So here she is: beginning again in the mad world of television.
And shows don’t get much madder than Aussie Shore.
The local iteration of the international reality format, now in its third season, sees Hembrow stepping in as new “House Boss”, taking over from previous host Charlotte Crosby, who was catapulted to her own global fame courtesy of a stint on the UK version of the show, Geordie Shore, back in 2011.
In the years since, Crosby has carved a spot for herself in the pop culture zeitgeist, leveraging her TV fame into an online social following of millions — Hembrow has, in a way, done things back to front.
“(The TV stuff) is definitely something different for me, and I think that’s what makes it so fun,” Hembrow said of her change of direction.
“I’ve spent so many years building my own businesses and creating content … I’ve always loved pushing myself outside my comfort zone and trying things that scare me a little — I think that’s how you grow.
“And with a show like Aussie Shore, you really never know what’s going to happen next, which makes it even more entertaining.”
She’s right there: the series, which sees 12 party-mad singletons living together in a house, is known for being a special kind of off-the-rails. It will be Hembrow’s job to rein in the contestants, setting them challenges to complete to earn their keep — it won’t be a free ride.
“There’s something entertaining about putting a group of big personalities together and seeing what happens — you genuinely can’t script some of the things that go on,” she said.
Hembrow admits she is familiar with the overseas versions of the show that were on air when she was growing up — and she’s well aware of the chaos that can unfold.
“I remember how huge Jersey Shore and Geordie Shore were when I was younger. They were iconic,” she said.
“I think those shows became so popular because the personalities were so unapologetically themselves.
“They were chaotic and hilarious ... it’s pretty surreal to now be involved in the Australian version of something that was such a big part of reality TV.
“It’s definitely not the kind of environment I’m used to these days, but that’s part of what made the opportunity so interesting.”
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Hembrow first came to public prominence a decade ago, when she began posting Instagram stories about her postpartum fitness bounce-back.
At the time she was a young mum (Hembrow had her first child at just 20) and her audience loved her easy relatability and fitness know-how. Her audience grew rapidly.
Fast forward, and Hembrow, who is now dating model Grayson Te Moana, is one of Australia’s best-known influencers.
But as she is quick to explain, the “influencer” label is just one of many she wears — and it doesn’t define her.
“I don’t have an issue with the word influencer, because ultimately that’s where my career began and it’s opened so many doors for me,” she said.
“But I do think the term can sometimes oversimplify what people actually do.
“For me, social media has always been a platform rather than the end goal.
“It’s allowed me to build businesses, connect with women around the world and create opportunities I never could have imagined.
“As I’ve gotten older, I think I’ve become less interested in being defined by any particular title: I’m a mother, a businesswoman, a creator, and now I’m exploring television too.
“I don’t think we should have to limit ourselves to one identity, especially as women.
“And I think one of the best things about getting older is realising you don’t have to stay the same person you were at 22.”
And she hasn’t: Hembrow has cycled through lots of iterations of herself. This latest TV persona is just the latest.
Millions have watched this evolution, following her life through two engagements, one wedding, three children, and a high-profile divorce from her husband-of-three-months, TV personality Matthew Zukowski, who appeared earlier this year on I’m A Celebrity…Get Me Out Of Here! where he spoke about their short-lived relationship.
Hembrow’s fans have had a front row seat to it all — so could starry-eyed 20 year-old Hembrow ever have believed she’d be where she is today?
And that people would still be so interested in what comes next?
“Not even close!” she said.
“I was a young mum with big dreams, trying to figure everything out as I went.
“I knew I wanted to build something for myself and my family, but I don’t think I could have imagined the opportunities that would come from sharing my life online.
“It’s been an incredible journey, but definitely not a straightforward one.
“I’ve grown up in front of millions of people, made mistakes, learnt some really hard lessons and changed so much as a person.
“I’m 32 now, and I’m much more comfortable with who I am — I know what matters to me, and I’m a lot less concerned with trying to meet other people’s expectations or prove myself to anyone.”
In many ways, unorthodox though her casting may be, Hembrow is the perfect person to help guide reality TV contestants to social media stardom.
Play their cards right, and they may even follow in her footsteps, leveraging the exposure into multi-million dollar business opportunities.
“I’m proud that I’ve continued to evolve and challenge myself even when people have had their own ideas about who I am or what I should be doing,” she said.
“But I think what makes me proudest is knowing that my children are growing up seeing their mum work hard, take risks, overcome challenges and never stop going after what she wants.
“That’s the example I hope to set for them.”