Kayla Itsines’ Sweat app has been sold to US fitness-tech company iFIT for a reported $400 million.
“The next new chapter for Sweat starts today!”, Itsines wrote on Instagram when she announced the sale of her popular workout platform.
“It has been an incredible journey so far. I remember running one-on-one sessions in my parents’ backyard and them growing into bigger group sessions in the local park here in Adelaide”.
Itsines rose to fame after the success of her e-book Bikini Body Guide (BBG), a 12-week workout program that quickly amassed a cult following on social media. She created the e-book with her then-boyfriend Tobi Pearce, which eventually led to the creation of the Bikini Body Training Company. In 2015, that company became Sweat.
In the past six years, the Sweat app, also known as “Sweat with Kayla”, has been downloaded more than 30 million times. In 2020 alone, Sweat made nearly $100 million. Although they separated last August, Itsines and Pearce remain business partners and according to the Australian Financial Review were worth an estimated $290 million each prior to the deal.
On Instagram, Itsines was adamant that selling Sweat wouldn’t impact those who have been working out with her since the beginning, adding that iFIT will help expand the platform’s reach and “diversify (it’s) workout content”.
“I want to say thank you to anyone who downloaded my original PDFs, shared a Sweaty selfie with me on Instagram or who cam to one of my boot camps,” Itsines wrote. “We have all come a long way together but this is only just the beginning”.