At 60, Celine Egan, CEO of Juice Plus+ ANZ, is tired of being asked when she’s going to retire. Viewing her first four decades in the workforce as merely an “apprenticeship,” Celine is now challenging the “quiet ageism” that pushes experienced women toward the exit door just as they hit their stride. Here, she discusses the “Second Half on FIRE” movement, the economic imperative of hiring women over 55, and why she believes sixty is a green light to build something extraordinary.
You’ve spoken about being constantly asked when you’ll retire — and how that question reflects a quiet ageism many women face. How do you personally respond to it, and what do you wish people would ask instead?
I often respond with a smile and say, ‘Sixty is a green light, not a red light!’ While I know the question is usually well-meaning, it carries the subtle sting of an outdated assumption that women over a certain age should be eagerly winding down. I see it as a symptom of a quiet ageism that too frequently greets empowered women.
Instead of asking when I’m retiring, I wish people would ask me: ‘What extraordinary thing are you building next?’ That question acknowledges my decades of experience as an asset and recognises that for many women in this demographic, the need for purpose, work, and connection within our community is stronger than ever. We’re not looking for a rocking chair, we’re looking for a bigger platform.
You’ve described women in their 50s and 60s as being “on fire” in the second half of life. What does that phrase mean to you, and how has your own sense of purpose evolved at this stage of your career?
The phrase ‘second half women on FIRE’ is about reclaiming our purpose, power, and wealth on our own terms. It means we are focused, inspiring, radiant, and energised by the opportunity to turn decades of lived and professional experience into our greatest advantage. We’re not slowing down; we’re hitting our stride.
My own sense of purpose has shifted from just building a successful business to one of fierce advocacy. The first half of my career was about the ‘apprenticeship’, learning the ropes, building businesses from an accounting technician role to CEO. Now, my purpose is two-fold: to lead Juice Plus+ with impact over hype, and to use my platform to champion age inclusion, especially for the one in seven women over 55 who are struggling to find meaningful work despite their wisdom and qualifications. I am here to build something extraordinary, and that includes building a movement and support for our community.
You’ve built your career from accounting technician to CEO over four decades. Looking back, what lessons or qualities from your early career have become your biggest strengths now?
My earliest years as an accounting technician in Dublin instilled an absolute dedication to detail, financial discipline, and foundational structure. That rigour is critical in a CEO role.
However, the greatest strength that emerged was from my side-gig in direct selling, the original gig economy. That taught me the power of community-first leadership and the importance of human connection.
My core strengths today are:
- The ‘why’: Understanding the intrinsic motivation, the $500 a month that pays for school sports, rather than just the ‘six-figure stories.’ This is about leading with heart.
- Resilience and reinvention: Having successfully navigated the industry for 40 years, I’ve learned to adapt, be a lifelong learner, and lead with courage and heart, which is essential for challenging the status quo. I believe in the power of small changes and continuous growth.
Many women over 55 want to keep working, but face barriers in finding meaningful opportunities. What needs to change — in workplaces, leadership, or culture — to better support them?
The primary barrier is clear: ageism. We are sacrificing wisdom, perspective, and an immense economic opportunity by sidelining this powerful cohort.
What needs to change involves workplaces, leaders, and the culture at large.
- Workplaces must see the value, not the number. We need a shift in mindset to view women over 55 not as ‘older,’ but as a vast, untapped pool of talent ready to contribute. Leaders must actively hire for wisdom and experience, knowing that women deserve to feel strong, supported, and energised. (Focus: Uses Celine’s key phrase)
- Women over 55 are hungry for purpose, work, and community. Recognising that flexibility and autonomy are key drivers, the same elements that powered the original gig economy, will attract and retain this talent.
- Culturally, we must redefine the narrative. We need to move beyond the myth of the slow-down (for those that don’t want to). The statistics are sobering, this demographic is the fastest-growing group experiencing homelessness. Investing in their employment is not just a personal injustice issue, it’s an economic imperative. In Australia, employing 5% more people over 55 would grow the economy by $48 billion annually. We all benefit when women are empowered and respected for their experience.
You’ve said the first half of your life was an apprenticeship and now you’re building something extraordinary. What are you most excited about creating or contributing in this next chapter?
I am most excited about building two things that are deeply intertwined: impact and advocacy.
First, continuing to lead Juice Plus+ with purpose, focusing on the social impact of initiatives like the Healthy Starts Program and championing ethical, community-led business practices in the direct selling space.
Second, being a voice for age inclusion and women’s empowerment. I want to shift the conversation about why 60 is just the beginning and inspire women to reclaim their purpose and wealth on their own terms. This is about creating a life that feels good from within.
On a more personal note, how do you look after your energy and wellbeing while leading a company and challenging the status quo? What daily habits or rituals keep you motivated and grounded?
Leading a company in the health and wellness space is incredibly energising, but you have to be disciplined about replenishing your fuel tank. For me, wellbeing is non-negotiable and it’s deeply rooted in the philosophy of the Juice Plus+.
I live by the healthy living principles we promote at Juice Plus+. That means consistent, high-quality nourishment to sustain energy for my demanding schedule.
Despite living in a hyperconnected world, isolation is a growing problem. My daily rituals focus on genuine human connection. Whether it’s connecting with my team, family, or partners, belonging is what keeps me grounded. And this is all wrapped in time for reflection and prayer each day that truly sets the tone for how I want to show up and be each day. There’s nothing more important than how we feel each day. I am a lifelong learner, holding a Graduate Certificate in Management and accredited coaching credentials. I make time for learning and personal growth, which keeps my mind sharp and motivated.
