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Below the Surfce / Episode 01

Redefining Strength

Amy Karas/Aug 11, 2026/33 min

Amy Karas, Refinery Strength Collective: Amy Karas went from stay-at-home mom to founding Refinery Strength Collective, a strength training studio for midlife women. Episode 01 of Below the Surfce, the Surfce podcast.

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About this episode

Transform your approach to fitness with Amy Karas, founder of Refinery Strength Collective, as she challenges the conventional standards of strength training for women. Forget chasing a smaller body—Amy advocates for a mindset shift that prioritizes lasting strength and well-being through all of life’s transitions.

In this episode, Amy shares her inspiring journey from stay-at-home mom to entrepreneur, revealing the hard truths behind running a successful personal training studio. She dives deep into the challenges she overcame, including building a client base from scratch and the importance of community connections. You’ll discover the unique strategies she employs to engage midlife women, emphasizing holistic health and strength that empowers rather than confines.

You'll learn:

  • How to effectively market your fitness business to reach your target demographic
  • The vital role of education in developing personalized training programs
  • Why community engagement and networking are keys to growth
  • The importance of setting realistic expectations with clients for sustainable results
  • Insights into the mental and emotional aspects of fitness that often go unnoticed

Amy’s insights are crucial for any woman looking to redefine her relationship with strength training, especially those feeling stuck in traditional fitness paradigms. This episode serves as an important reminder that fitness is not just about aesthetics; it’s about building a resilient body that can handle life’s unpredictable challenges.

Join us for this empowering conversation, perfect for women in their 40s and beyond who are ready to embrace a new fitness philosophy. Hit play and start your journey towards strength that lasts a lifetime!

About Amy Karas

Amy Karas runs Refinery Strength Collective.

What we talked about

  1. 00:00Introduction to Amy Karas and her mission
  2. 00:38Amy introduces herself and her business
  3. 01:58What got Amy into strength training
  4. 03:48Why she opened her own gym in Altoona
  5. 05:29Biggest challenge: starting without clientele
  6. 07:51How she finds clients now
  7. 09:40How Amy qualifies and works with leads
  8. 12:11Behind-the-scenes work people don’t see
  9. 14:49The parts of business that slip through the cracks
  10. 17:21Biggest mindset mistake in fitness
  11. 22:26Why fitness and entrepreneurship are similar
  12. 23:03Showing up even on low-energy days
  13. 24:43What still stresses Amy out in business
  14. 26:19Why this year hasn’t felt like work
  15. 29:29Advice for aspiring entrepreneurs
  16. 30:49What she’d change if starting over
  17. 32:19Where to find Amy online

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