Instagram’s top fitness star is expanding her empire


Instagram fitness star Kayla Itsines is expanding her empire.

The 25-year-old announced she will be releasing a book from Macmillan called “The Bikini Body 28-Day Healthy Eating and Lifestyle Guide.”

It will include weekly meal plans, 200 of her favorite recipes including breakfast, lunch, dinner, snacks, and desserts, and four weeks of beginner-level workouts.

Itsines is known for her Bikini Body Guides, which are PDFs that include 12 weeks of workouts and meal plans.

She’s a viral success and she is known for her community of loyal followers, who call themselves Kayla’s Army. She has 5.4 million followers on Instagram as of now.

Part of her success could be attributed to how she posts photos of her followers’ dramatic transformations.

@kalleebee healthy ✅ happy ✅ fit ✅ strong ✅ confident ✅

A post shared by KAYLA ITSINES (@kayla_itsines) on

She also launched an app called Sweat with Kayla – a name she prefers to Bikini Body Guide.

“Do I regret calling my guides Bikini Body? My answer is yes,” Itsines said to Bloomberg Businessweek last month. “That’s why when I released the app, I called it Sweat With Kayla. Sweat is so empowering. I love that.”

Her app has gone on to take in more revenue in the past year than any other fitness app – including Under Armour’s My Fitness Pal, according to Bloomberg Businessweek. (The app has been subject to criticism for its recurring $19.99 a month fee.)

Interestingly, Itsines doesn’t appear to think she’s building a massive business.

“I don’t think of this as a business,” she said to Bloomberg Businessweek. “I don’t have big plans for this and that.”