Sydney PR Queen Roxy Jacenko steps down from Sweaty Betty

Sydney PR queen Roxy Jacenko has sensationally announced she is quitting the business she founded in 2004.

Sydney PR queen Roxy Jacenko has sensationally announced she is quitting the business she founded in 2004.

The PR maven announced on Instagram her decision to step down as Sweaty Betty director on Thursday.

She revealed the news alongside a photograph of herself from when the firm was starting out.

“Eighteen years ago this was me. A hungry 24-year-old desperate to succeed (at something, actually anything),” she wrote.

“No uni degree and a half-finished TAFE course, four months’ PR experience and a small office with a fax machine and cordless phone.

Quitting business.... Jacenko at her home in Vaucluse. Picture: Richard Dobson

“Fast forward to today and I have weathered storms one could only assume you would see on a miniseries and heck, I think I’ve done it with gusto – but now it’s time for me to hang my PR shoes up (and no they were never stilettos they were trainers – why? Cause you can’t run in them) and say goodbye to my working life as I know it.

“I’ve lived and breathed Sweaty Betty (in sickness and in health, quite literally) but now it’s time to live, continue to build my own brands whilst managing my incredible talent within Ministry of Talent – which I just adore.”

The image Jacenko shared of her younger self. Picture: Instagram

The Ministry of Talent is a talent management agency Jacenko founded which focuses on “digital influencers”.

She also has stakes in Pixie’s Pix, a store that sells children’s products “hand-picked” by Jacenko’s young daughter Pixie, and XRJCelebrations, which mainly sells candles.

“I’m proud – I feel like I earned that title I’ve been labelled ‘PR Queen’ and at the same time, I have tears because wow what a f***ing ride its been!!!!!!!” Jacenko continued.

Family time... Roxy, husband Oliver Curtis and their children Hunter and Pixie Curtis. Source: Instagram

Roxy Jacenko and her daughter Pixie Curtis. Source: Instagram

“So before you hear it from anyone else, cause hey, once a PR girl, always a PR girl – here you have it straight from the horse’s mouth as they say!

“And before someone highlights it, let’s thank the lord I met a great nose doctor and blonde specialist, OK OK a lip doctor, a personal trainer and a stylist.”

The 42-year-old with a talent for self-promotion started her working career at McDonald’s and “barely graduated high school”.

Oliver Curtis pictured after his released from jail. Picture: Rohan Kelly

Oliver Curtis and Roxy Jacenko. Picture: Christian Gilles

Jacenko took a job at the clothing company Diesel and worked her way up to marketing manager despite having no formal education or experience.

She then struck out on her own and began Sweaty Betty. The firm was once rumoured to have an annual turnover of more than $10 million.

Jacenko lost 85 per cent of her multi-million dollar business in just three days due to the COVID-19 pandemic.

She told Sydney Confidential at the time she was devastated after having to let some of her staff go.

“We have been hit extremely hard, as at today 85 per cent of the Sweaty Betty PR business fell over within just 72 Hours off the back of COVID-19 seeing four extremely loyal and dedicated team members sadly lose their employment as a direct result,” she said in 2020.

Jacenko is frequently in the news for throwing lavish parties for her children and her million-dollar mansion.

In 2016, her husband Oliver Curtis was imprisoned for insider trading.

Jacenko had a failed reality TV show in 2019. She also has a lucrative empire that includes The Ministry of Talent, Social Union, 18 Communications, Pixie’s Bows and Roxy Jacenko Accessories.