What Roxy Jacenko learnt at the top as the ‘PR Queen’ walks away from Sweaty Betty

‘PR Queen’ Roxy Jacenko has called time on her long reign at Sweaty Betty, the leading public relations company she founded nearly two decades ago, with the 42-year-old saying it was time to bid goodbye to the 9-5 and focus on her brands.

Jacenko started the agency when she was just 24 years old, describing herself as “desperate to succeed” with “no university degree, a half-finished TAFE course, four months’ PR experience and a small office with a fax machine and cordless phone”.

She went on to represent more than 70 clients including Peugeot, Coles Supermarkets, and Harris Scarfe, as well as star (and place runner up) in the third season of The Celebrity Apprentice Australia, and even sign a deal for her own semi-scripted reality television show called The Sweat Box (it was cancelled after the pilot).