Have you heard of Kayla Itsines?
The Instagram star and trainer has built a massive empire with over 5 million followers.
The 25-year-old Australian has become Instagram famous with her Bikini Body Guides and her app, Sweat With Kayla, essentially puts her training in her fans’ pockets.
Bloomberg Businessweek recently reported that her app has generated the most revenue out of all fitness apps in the past year – even big names in the industry, like Under Armour’s MyFitnessPal’s premiere membership and Nike’s Nike+ app. (Though it’s worth noting that Nike’s app is free, while Itsines’ is $19.99 a month. However, Bloomberg points to a $200 fitness band that some people purchase to use with Nike’s app).
The star has cultivated an online community that calls itself “Kayla’s Army,” largely by sharing impressive progress photos – or “transformations” – of the women who are committed to her program. It serves as visible inspiration.
These are some of the photos Itsines has shared:
The Bikini Body Guides are relatively simple.
Itsines provides her clients with three days of circuit-training routines that change every week. She encourages women to do sessions of “LISS” (low-intensity steady-state cardio) and later incorporate “HIIT” (high-intensity interval training) into their training regimen.
The “HELP” — Healthy Eating and Lifestyle Plan — guide features two weeks of diet plans.
Itsines doesn’t appear to encourage restrictive diets – in fact, she sent a promotional email that discussed “why diets don’t work.”
It’s a 12-week program, and many women appear to repeat it. Itsines also offers a “2.0” version for people who finish the first guide and want more of a challenge.
It’s $119.97 AUD topurchasethe workout guide and the eating plan together. That’s expensive, but it’s cheaper than regular SoulCycle classes.
Itsines is such a big hit on Instagram that even Victoria’s Secret model Candice Swanepoel follows her.
“Yes! Candice started following me, which is amazing,” she said to Shape. “I think that she is gorgeous. It was so good to see that a supermodel found my Instagram or program of interest.”
But Itsines didn’t intend to become so popular.
“It was kind of a fluke,” she told The Cut. “I needed somewhere to put my photos. I’ve been a personal trainer since I was 18, 19 years old. I’d go to people’s houses and say, ‘Oh, look at my client’s transformation.’ I’d scroll up my phone and then say, ‘I can’t find it I’ll show you later.’ My little cousin said, ‘Why don’t you just download Instagram and just start uploading new stuff on there?’ She didn’t really explain it properly, so I downloaded it and started documenting transformations. Then I realized that it doesn’t work like Facebook. Everyone could see what I was doing.”
Itsines’ brand, though, is not about her — it’s about her clients.
“Although it’s called Kayla Itsines, it’s not me. It’s not just my face and my brand. The brand is the transformations of women everywhere,” she told The Cut. “People are drawn because it’s a community and girls from all over the world. They can relate. If you’re in this like-minded community, no one is going to say anything but positive stuff to you.”
Some of the hashtags these women use to share their journeys are #BBG, #TheKaylaMovement, and #KaylasArmy. But the community extends beyond the Internet.
Her app, Sweat with Kayla, is her latest venture.
“It’s like I’m there with you every single day, showing you what food you need, your shopping list, what you need to do to work out, what rehabilitation you need,” she told StyleCaster.
It has come under fire, though.
www.kaylaitsines.com/guides ✅ Ummm ???????? check out those ROCK HARD ABS ???????? looking strong and fabulous !! Loved reading this email ???????????? “Thank you Kayla for helping me get into the best shape of my life! I have just finished my 24th week following your guides and have loved the journey! Your guides are educational, easy to follow, realistic and completely doable for ANYONE! I’m a mum and never thought what I have achieved in the past 24 weeks was possible, but I’ve realized ANYTHING is possible with a strong will and hard work! There is no better feeling than looking in the mirror and finally meeting the girl that has been there all along (it just took awhile for her to come out and SHINE!) That girl is strong, fit, full of energy, healthy, confident, sexy and above all, HAPPY. All women deserve to feel this way, and your guides are the answer! Thank you for changing my life!! 🙂 xoxo Lindsay @fabnfitlinz “.
Peoplecriticized the appfor charging their bank accounts unexpectedly.
Itsines’ website promises that users will “be in the best shape, ever!” That’s a lofty promise.
@joseeksabs start of #bbg VS today ????????☀️???????? I love my program because it’s 28 minute workouts, it’s high intensity, all exercises can be modified, all equipment can be substituted… and you can do it ANYWHERE!! Also it comes with standard, vegetarian or vegan meal plans with new recipes each day. Also, new features every month! Check it out on a 7-day FREE trial at www.kaylaitsines.com/app ????
Further, it’s understandable that some people might consider her claims to be dubious. A Reddit thread asks “yay or nay?” Many fitness bloggers have reviewed the program as though to test if the BBG magic can work or not.
The price tag seems to remain a caveat for many people.
But the photos that Itsines shares seem to tell a different story.
Additionally, Itsines – who has debunked “30-second transformations” – picks the photos from Instagram accounts that she finds. They’re not necessarily business affiliates, but some bloggers are affiliates.
That said, the focus on obtaining a so-called bikini body could garner criticism — especially in this age of body positivity.
But Itsines swears that she’s not promoting thinness.
Amazing in both photos ????@mollyerose3813 said she started and stopped my #bbg program so many times, but after finding balanced in her life, she completed the first 12 weeks! ???????? I just want to say… it’s perfectly normal to want to give up, to stop training or to feel unmotivated. We ALL have those days. What’s important is that you don’t stop trying. When a child learns to walk and falls down 50 times, the child never thinks… ‘maybe this isn’t for me’. The child gets back up and keeps going until it can walk. That’s the same with training, you keep trying and trying until you can ✅ www.kaylaitsines.com/app #dontgiveup #youcandothis
“It’s not about a certain body type,” she said to The Cut. “The whole point of this program is to get rid of the ‘skinny is better’ thought process and focus on happiness and confidence. The plan gets harder and harder to push you mentally to do something that you haven’t done before. It’s not to make you smaller or to work your body harder. You can go at whatever pace you want to go. You finish the workout and you say, ‘I did that.’ It’s fantastic for people who don’t want to spend hours and hours in the gym. No one can go to the gym for two hours.”
Additionally, she told Bloomberg Businessweek that she regrets calling her PDFs “Bikini Body Guides.”
“Do I regret calling my guides Bikini Body? My answer is yes,” she said to Bloomberg. “That’s why when I released the app, I called it Sweat With Kayla. Sweat is so empowering. I love that.”
She’s also shared photos of women who have recovered from eating disorders by using her program.
@eking2014 says she started the Bikini Body Guides in July 2014 and is now on week 23, due to finish next week and start 2015 a new woman!! She is feeling more confident in her new body and now understands that being slim doesn’t always mean you are healthy and strong. She is now both those things and will never go back! She’s SO much happier ???? To feel, look and be healthier, happier and more confident in YOUR amazing body. Visit www.kaylaitsines.com/guides
And though she’s steadily cultivating her own fitness empire, she doesn’t think of it that way.
“I don’t feel like it’s a business,” Itsines said to StyleCaster. “It’s all happened so quickly and it still to me feels like a community. I’m not at the top, everyone’s not looking up to me-we’re growing together, like a family.”