Albert Joseph Amatuzio was born on May 6, 1924, in Duluth, Minnesota, to Italian immigrant parents Margaret and Albert Amatuzio. Growing up on Raleigh Street during difficult economic times, young Al developed an entrepreneurial spirit early on. He peddled newspapers, sold magazines, collected scrap iron, and devised various ventures to help support his family—instincts that would define his entire life.

But Al's true passion was flying. Every day, he would wait near the old Carbolite plant to watch the white Sikorsky mail plane fly overhead as it approached St. Louis Bay. He would wave at the pilot and dream of the day he could join him in the sky. That dream became reality at age 12 when his father bought him a one-dollar ticket for a ride in a Piper Cub—a moment that transformed his dream into ambition.

After graduating from Denfeld High School in 1942, Al attended Naval Air Corps training. However, the Navy unexpectedly closed the pilot program, claiming it had overestimated its need for pilots. Disappointed and unwilling to pursue another Navy career path, Al joined the Merchant Marine instead. It was aboard the SS Fisk Victory that he survived the catastrophic Okinawa storm of 1945, which sent 42 ships to the ocean floor.

After World War II ended, Al joined the newly independent Air Force, eager to renew his pilot training. He was a natural—so talented that he made a profound impression on his instructors. He earned his wings and seemed destined for a distinguished flying career. But fate intervened when his mother became seriously ill. Al made the difficult decision to leave the service and return to Duluth to run the family-owned Gitchinadji Supper Club, putting his flying dreams aside to care for his family.

Al's burning desire to fly never diminished. He joined the Duluth unit of the Air National Guard, where he would serve for 25 years as a fighter pilot and squadron commander. During his military flying career, he achieved remarkable distinction, winning the prestigious William Tell Air-to-Air Shootout Competition and the Earl T. Rick Competitive Shootout—twice honored as the nation's top pilot. Flying advanced fighter jets, including the F-80 Shooting Star (America's first operational jet fighter), Al gained intimate knowledge of the extraordinary synthetic lubricants that protected jet engines. He understood that only these specialized oils could withstand the extreme heat and stress of supersonic flight. This knowledge would spark his next great vision.

In the mid-1960s, while still serving in the Air National Guard, Al began pondering a revolutionary idea: if synthetic oils could protect jet engines under the most demanding conditions imaginable, why couldn't the same benefits be applied to automotive engines? Armed with this insight and refusing to listen to skeptics, he launched an intense period of research and development. Al assembled some of the industry's most knowledgeable chemists and directed them to formulate the first synthetic motor oil in the world capable of meeting American Petroleum Institute (API) service requirements. By 1968, he was commercially selling synthetic motor oil. On May 23, 1969, he formally incorporated "Life-Lube, Inc." through the Minnesota Department of State. He later renamed it AMZOIL and finally settled on AMSOIL.

In 1972, AMSOIL 10W-40 Synthetic Motor Oil became the world's first synthetic motor oil to meet API requirements—a watershed moment for the entire automotive industry. Al adopted the tagline "The First in Synthetics®" to commemorate this achievement.

Al's greatest challenge wasn't scientific—it was commercial. The petroleum and automotive industries didn't believe in synthetic motor oil for consumer vehicles. Major corporations like Pennzoil and Amway, viewing AMSOIL as a threat, engaged him in multi-year lawsuits attempting to crush his company before it could gain traction. But Al drew on the same fighting tenacity that had sustained him through poverty, war, and personal sacrifice. He won every battle.

To overcome initial skepticism and slow sales, Al innovated again—this time in marketing. In 1973, he created the North American AMSOIL Dealer network, using network marketing rather than traditional retail to educate consumers directly about synthetic oil's superior benefits. This strategy proved transformative for the company's growth. Today, every oil company in America manufactures synthetic motor oil—a direct result of Al Amatuzio's vision and determination. His competitors, who once dismissed him as delusional (Al used to joke about the skeptics: "They all thought I was at altitude too long without oxygen"), now spend millions advertising their own "revolutionary" synthetic products. But none can match AMSOIL's pioneering experience or technological expertise.

In February 1994, Al was formally recognized and honored as the pioneer of synthetic lubrication with his induction into the Lubricants World Hall of Fame—a fitting tribute to a man who had single-handedly changed an entire industry. Throughout his life, Al remained deeply committed to his hometown. Despite numerous offers to relocate AMSOIL, he kept the company in the Twin Ports region. His generosity extended to numerous community projects and causes, reflecting his particular compassion for children, animals, and military causes.

The AMSOIL Arena, Albert J. Amatuzio Veterans Memorial Hall, AMSOIL Duluth National Snocross, and the AMSOIL Northland Law Enforcement K-9 Foundation all bear witness to his commitment to his community.

Al Amatuzio passed away on April 1, 2017, at his home with family by his side. He was 92 years old. He is survived by his four children (Lorry, Lyn, Dan, and Alan), grandchildren, and siblings, as well as hundreds of loyal AMSOIL employees and hundreds of thousands of AMSOIL dealers worldwide.

His life story—from a scrappy kid selling newspapers on Raleigh Street to a war hero, decorated fighter pilot, and industrial pioneer who revolutionized an entire industry—is a testament to entrepreneurial vision, determination, and the power of refusing to accept limitations. Al Amatuzio proved that one person with conviction, knowledge, and tenacity can indeed change the world.