Why FinOps Is More Than Just Data ft. Amy Ashby, Under Armour | FinOps in Action | Ep 23

How can FinOps culture shift cost from a finance problem to an engineering mindset?

In this episode of FinOps in Action, I sat down with Amy Ashby, FinOps and Software Asset Management Lead at Under Armour, who shares her journey from IT data centers to cloud infrastructure and FinOps leadership. Amy unpacks the realities of building a FinOps practice from scratch—and why presenting data alone isn’t enough to inspire change.

Together, we dive into key topics, including:

• Why building a FinOps culture is essential for long-term cloud cost accountability

• The debate between centralized vs. decentralized FinOps in growing organizations

• How Amy’s SaaS cost management work evolved into broader Software Asset Management

• Strategies for continuous cloud waste reduction and optimization

• The importance of treating cost as a core metric, right alongside performance and observability

Amy also shares personal reflections on life in Milwaukee, her love for restoring vintage homes, and performing live music with her band, The Incorruptibles. Whether you’re new to FinOps or deep into SaaS optimization, this episode is filled with practical insights on driving cost-aware engineering cultures.

Don’t forget to like, comment, and subscribe for more expert interviews, FinOps strategies, and real-world cloud cost optimization advice!

Quote of the Show:

• “ I think tactically, resource wise, based on usage metrics, we can automate a lot, but I don't think we can automate all facets of what we do in a FinOps practice. So we still need the extra input from the business and teams to be forward looking and how are we going to forecast and how are we going to anticipate that an increase is not an anomaly, but it's intentional. - Amy Ashby

Connect with Amy:

• LinkedIn: https://www.linkedin.com/in/amyashbymke/
• Company website: https://www.underarmour.com/
• The Incorruptibles: https://www.youtube.com/@theincorruptibles1279

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/f25a9d18-c12f-4ee4-93f5-2aa96e509b55
• Apple Podcasts: https://podcasts.apple.com/us/podcast/finops-in-action/id1790497808
• iHeart Radio: https://iheart.com/podcast/268443483/
• Podchaser: https://www.podchaser.com/podcasts/finops-in-action-5958339
• Spotify: https://open.spotify.com/show/3IpjMc3qxDXZAjic5Zq21t
• Transistor: finopsinaction.com
• YouTube: https://www.youtube.com/@PointFiveCloudCostEfficiency