Kayla Itsines

The Rise of a Fitness Empire: Kayla Itsines' Journey

With 16 million Instagram followers and a globally recognized fitness brand, Kayla Itsines has transformed from a personal trainer in Adelaide, Australia, to one of the world's most influential fitness personalities. As the co-creator of the Sweat app, Itsines has revolutionized how women approach fitness through digital platforms.^[1]^[2]

From Local Trainer to Global Phenomenon

Born on May 21, 1991, in Adelaide, South Australia, Itsines began her career path at the Australian Institute of Fitness, graduating as a Master Trainer at just 18 years old. Her interest in fitness stemmed from playing basketball and other sports in her youth. Initially planning to become a beauty therapist, Itsines found her true calling in personal training after experiencing how workouts positively impacted her own wellbeing.

Itsines' career took off when she started working at a women's gym in Adelaide. There, she developed training methods focused on what she observed many women wanted: smaller inner thighs, flatter abdomens, and more toned arms without becoming too bulky. She began training her sister's friends who needed to improve their fitness for high school Netball, concentrating on building core strength and powerful legs.

Building a Social Media Empire

The turning point in Itsines' career came when she started documenting clients' progress through before-and-after photos on Instagram, at her 12-year-old cousin's suggestion. What began as a simple way to organize transformation photos quickly attracted thousands of followers, with regular requests for advice and help flooding in. This organic growth laid the foundation for her influential online presence.

By 2016, Time magazine recognized Itsines' growing influence by naming her one of the 30 most influential people on the Internet, highlighting her success at leveraging social media to promote her brand. Currently, her Instagram account boasts 16 million followers, with an average of 27.2K likes per post and an estimated post value of $13,217. Itsines maintains a consistent posting schedule, sharing approximately 2 posts daily or 14.2 posts weekly.

The Birth of Bikini Body Guides and Sweat

In 2014, Itsines and her then-partner Tobi Pearce co-founded The Bikini Body Training Company, launching the viral Bikini Body Guide (BBG) program. The 12-week workout plan, initially offered as a series of PDFs, quickly gained popularity as users shared their transformation results online using hashtags like #bbg. By March 2017, #bbg and related hashtags had been used in over 10 million Instagram posts.^[1]

Following the e-book's success, Itsines and Pearce rebranded their company as Sweat in 2015, launching the "Sweat with Kayla" app. The digital platform expanded on the BBG content and eventually incorporated workout programs from additional trainers. The app became an immediate hit, ranking as the most downloaded fitness app in 2016 and generating approximately $17 million in revenue that year.

Business Evolution and Financial Success

Itsines' business acumen has been as impressive as her fitness expertise. In 2017, Forbes crowned her the world's top fitness influencer and the "Internet's undisputed workout queen," recognizing her ability to build a thriving digital fitness community. By 2021, the Sweat app was generating nearly $100 million in annual revenue.

In July 2021, Itsines and Pearce sold Sweat to US-based fitness equipment giant iFIT Health & Fitness in a deal reported to be worth approximately $400 million, though some sources cite the figure at $150 million. In a surprising business move, the pair bought back their fitness empire from iFIT in late 2023, with Itsines taking an active role and Pearce serving as a passive investor. As of 2023, both Itsines and Pearce were individually valued at around $170 million.

The Sweat App Today

Now a comprehensive fitness platform, the Sweat app offers more than 50 programs and 13,000 workouts. Users can access a variety of training styles including HIIT, circuit training, strength training, yoga, Pilates, barre, and specific programs for pregnancy and postnatal fitness. The app caters to all fitness levels with beginner, intermediate, and advanced workout options.^[3]

Operating on a subscription model, Sweat is available for $19.99 monthly or $119.94 annually ($9.99/month equivalent) with a 7-day free trial for new users. The platform has amassed approximately 30 million subscribers, with around 1 million active users each month. In January 2024, the app generated an estimated $2 million in monthly revenue and was downloaded 80,000 times across iOS and Android platforms.

Beyond Business: Itsines' Personal Life

Despite her professional success, Itsines describes herself as an "incidental entrepreneur." Born and raised in Adelaide with Greek-Australian heritage, she maintains strong family ties. In December 2023, she married Jae Woodroffe and has two children: a daughter named Arna and a son named Jax. As of September 2024, she was trying life in Queensland's Gold Coast for 12 months, though she noted the challenge of being away from her close-knit family in Adelaide who helped with childcare while she ran her business.