Body building

Instagram Influencer Sells Sweat App to iFIT for $400M

by Matt Weik

Kayla Itsines is known as the “world’s best fitness influencer”. While I think that’s a far-fetched deal, she just sold her fitness empire (along with her business partner) to iFIT in a $ 400 million acquisition. And frankly, good for her!


If you remember, I wrote an article on Kayla Itsines a few years ago about her speaking with both sides of the mouth and being a hypocrite for what she promotes on social media – on, to be precise her Instagram page. With over 13 million followers on IG, it can absolutely be said that she has a huge following. While many of her followers are die-hard fans looking to improve their bodies, there are just as many thirsty men who use their platform as their personal spank bank. So it’s safe to say that the full 13 million aren’t people who want to get in shape and stick to their fitness and diet recommendations.

But that’s nothing new because women who only use the platform to get “Insta Famous” know exactly what they are doing. The way they pose, the things they wear, and the cheeky comment they add to their photo say it all. And, hey, each to their own. I just call it what it is. You can create a completely unknown profile and show off a little T&A and the next thing you know they have over a million followers.

* This article is my opinion (let’s get that straight).

My position on what Kayla Itsines says and does has not changed. You can’t promote “Body Positivity” and “Love your Body” and then post about customer transformations. The two are on polar opposites. One side of the mouth says, “Who cares how you look love your body,” while the other side of the mouth says, “Look at this amazing transformation of someone who was dissatisfied with their appearance and used my program to to achieve these fabulous results. ”

Additionally, Kayla Itsines has been called on by some for photoshopping and / or editing their images for their social media posts. She was also on an issue of Vogue where her fans asked her if the magazine had Photoshoped her pictures because her nose and other areas of the photo did not match her own Instagram account. If so, wouldn’t that be hypocritical? I mean, if you are promoting loving your body, why should you touch up areas of your body in photos or allow it to be done when you are shooting for a magazine? There are plenty of Instagrammers out there who show (and own) their cellulite and imperfections. But I digress.

Social media millionaires are everywhere these days

Kayla Itsines and her ex-fiance started a brand called Sweat. The sweat app has established itself and generates annual sales of around 100 million US dollars. That’s a sizable amount of money to produce an app, and it’s clear that Kayla’s humble beginnings, training clients in her parents’ garden, blossomed into something most could only dream of.


For those of you just getting started, you are missing out on one of the most powerful changes in capitalism and entrepreneurship. The days of starting a business and looking for money under the pillows of your couch to invest in old-school marketing techniques like radio advertising, newspaper ads, and billboards have fallen by the wayside. Now when you have a social media follower, you can sell almost anything online without spending a dime.

The fact that Kayla Itsines has over 13 million followers on Instagram is monumental when it comes to the number of eyeballs she can get in a single post on her Sweat app. Sure, she probably spent some money on various ads and marketing strategies to generate $ 100 million in annual sales, but still being able to promote the Sweat app on a platform that gets great views and engagement can make the Dramatically improve the company’s opportunities and grow exponentially – especially when people believe in Kayla Itsines and what she does.

What is the Sweat app?

The Sweat app is nothing more than a training app with which you can carry out your training plans anywhere and without expensive equipment. You can start with a 7-day free trial, which then converts you to a $ 19.99 monthly plan.

Programs are shown and demonstrated by more than a dozen personal trainers on the Sweat App. You choose the programs and workouts you want to do and one of the personal trainers will guide you through the workout.

By using the Sweat app, you can keep track of your workouts, progress, daily steps, and more. The Sweat App can even be used directly from your Apple Watch, so you can watch your workout, trainer videos and training instructions without having to physically hold your phone or tablet – which is incredibly convenient.

In addition to the workouts found on the Sweat app, Kayla Itsines and her ex-fiance have set up a forum where members can chat with each other and motivate other members while helping to hold everyone accountable.

While the Sweat app doesn’t have anything proprietary about it, the fact that it has so many paying members and average annual sales of $ 100 million says they need to be doing something right.

What is iFIT?

iFit is no stranger to the fitness game. They have been producing interactive personal exercise programs for years and using their technology on fitness equipment such as brands like NordicTrack, Pro-Form, FreeMotion and Matrix. The technology is very similar to what you see and hear from Peloton, where there are virtual classes to take, as well as the ability to access many programs that you can use yourself. Your app can be used on phones, tablets and your TV.

The iFIT model adds new workouts to its platform daily for all of its different types of equipment (treadmill, bike, elliptical, rowers, fitness mirrors, cable machines, etc.) and offers over 60 different types of training to choose from, such as speed training, yoga, hiking and much more taught by 100+ iFIT Trainers around the world.

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