Fitness Influencer Kayla Itines’ $400M Digital Workout Firm Goes Big By Cutting ‘At Least 30 Staff’ — But She Still Promotes Her App On Instagram
- Kayla Itines, 31, has sold her digital workout platform to US company iFit for $400 million.
- She remains the face of the business and is deeply involved in its management.
- Business boomed during Covid lockdown with gyms and sports centers closed
- But subscriptions have declined since the facility reopened this year
- Fitness empire once employed 100 people, but could cut to 45 workers
- do you know more? Email [email protected]
Photo: Kayla Isines, 31
Kayla Itines’ online fitness empire Sweat is in turmoil, with an estimated 30 staff set to be laid off from its headquarters. Meanwhile, the pregnant workout her queen promotes the app to her 15 million Instagram followers.
The 31-year-old mother sold her digital workout platform to US company iFit for $400 million last year after the coronavirus pandemic closed gyms and sports centers and boomed at-home exercise. Did.
Itines is still the face of the brand and remains involved in running the business.
But the $20/month subscription started to decline after the gym reopened last year.
The Adelaide headquarters had approximately 100 employees before being sold to iFit. Advertiserthat number is about to drop to 45.
A company spokesperson declined to give exact numbers, but said the company was cutting costs and enforcing job cuts.
Kayla Itines announced a collaboration with Pip Edwards’ company, PE Nation, in October (she’s pictured with them).
Kayla Itines sold her Sweat app (left) to iFit for $400 million last year. She’s pictured (right) in costume from Pip’s collaboration with Edwards’ activewear company PE Nation.
“Like others in the digital fitness industry, Sweat has experienced recent headwinds due to changing customer demand and the impact of gyms returning to pre-pandemic operating levels as pandemic restrictions eased. I do,” she told the publication.
“Following the review, there will be changes to the organizational structure and headcount reductions across the business.
“Sweat has consulted with affected employees and these discussions are expected to be finalized next week.”
A spokesperson said the decision to cut jobs was “difficult” but ultimately “necessary” to improve business performance.
Daily Mail Australia reached out to Sweat for comment.
Itines is pregnant with her second child.She has a three-year-old daughter with her ex-partner Tobi Pierce.
The company’s largest market is the United States, but last year it reported a 16% decline in subscription revenue for 2020-21, representing a loss of $9.5 million.
Meanwhile, a pregnant Isines continues to promote sweatshirts to her 15.2 million Instagram followers.
On Sunday, she uploaded a video revealing that she can’t wait to get back to burpees, skips, pushups, squats, jump lunges, tricep dips and ab bikes after having a baby in January. did.
She tagged sweat in her post and used various hashtags related to sweat.
Kayla Isines expecting first child with fiancée Jay Woodroffe (pictured together)
On Friday, she posted a video of herself following the app while working out her legs.
It’s just weeks after Itsines launched a range of gymwear in collaboration with Pip Edwards’ activewear empire, PE Nation.
According to PE Nation’s Instagram post, the collection “Inspired by Kayla’s fast-paced routine, it’s made to fit every aspect of your day.
The Daily Mail Australia has revealed that PE Nation, another beneficiary of the pandemic, laid off at least four staff members from its headquarters earlier this month.
Itines created the first version of Sweat in 2015 with former partner Tobi Pearce. At the time, it was called the Bikini Body Guide Fitness Program.
After their split in 2020, Pierce remained with the company as a business partner until she left in February of this year.
She has a three-year-old daughter with Pierce and is expecting her first child with fiancée Jay Woodroffe.
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