Bloodbath at fitness influencer Kayla Itsines’ $400m digital workout company, which is shedding “at least 30 employees” – but she’s still sprucing up her app on Instagram
- Kayla Itsines, 31, sold her digital workout platform to US company iFit for $400 million
- She remained the face of the company and is very involved in its leadership
- Business boomed during the Covid lockdown as gyms and sports centers closed
- However, since the facilities reopened this year, subscriptions have declined
- The fitness empire used to employ 100 people, but was able to reduce the number of employees to 45
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Pictured: Kayla Itsines, 31
Kayla Itsines’ online fitness empire Sweat has been in turmoil with an estimated 30 employees to be concentrated from headquarters – while the pregnant workout queen is showcasing the app to her 15million Instagram followers.
The 31-year-old mum sold her digital workout platform to US company iFit for $400 million last year after home workouts boomed as gyms and sports centers shut down during the Covid pandemic.
Itsines is still the face of the brand and continues to be involved in running the company.
But subscriptions, which cost $20 a month, began to wane when gyms reopened last year.
Its Adelaide headquarters employed nearly 100 people before it was sold to iFit – but the advertiser says that number is set to drop to 45.
A company spokeswoman declined to confirm exact numbers, but said the company will cut costs and force layoffs.
Kayla Itsines announced a collaboration with PE Nation, Pip Edwards’ company (pictured together) in October.
Kayla Itsines sold her sweat app (left) to iFit for $400 million last year. She is pictured (right) in an outfit from her collaboration with PE Nation, Pip Edwards’ activewear company
“Sweat, along with others in the digital fitness industry, has recently faced headwinds from changing customer demand and the impact of gyms returning to pre-pandemic levels of operation due to the easing of pandemic restrictions,” she told the publication.
“After the review, there will be changes to our organizational structure that will result in layoffs across the business.
“Sweat is consulting with affected employees and those discussions will be finalized next week.”
The spokeswoman said the decision to cut staff was “difficult” but ultimately “necessary” for the company to improve its performance.
Daily Mail Australia has reached out to Sweat for comment.
Itsines is pregnant with her second child. She has a three-year-old daughter with ex-partner Tobi Pearce
The company’s largest market is the United States, but last year it was reported that subscription revenue had fallen 16 percent in fiscal 2020-21, for a $9.5 million loss.
Meanwhile, heavily pregnant Itsines continues to promote Sweat to her 15.2 million Instagram followers.
On Sunday, she uploaded a video showing she can’t wait to get back to burpees, skipping, pushups, squats, jump lunges, tricep dips and ab trainers after giving birth to her baby in January.
She tagged Sweat in the post and used a series of Sweat-related hashtags.
Kayla Itsines is expecting her first child with fiance Jae Woodroffe (pictured together)
On Friday, she posted a video of herself following the app while doing a leg workout.
It comes just weeks after Itsines launched a range of sportswear in collaboration with PE Nation, Pip Edwards’ activewear empire.
According to a PE Nation Instagram post, the collection ‘is inspired by Kayla’s fast-paced routine and designed to fit all aspects of your day.
Daily Mail Australia revealed that PE Nation, another beneficiary of the pandemic, concentrated at least four staff from its own headquarters earlier this month.
Itsines created the first version of Sweat in 2015 with her ex-partner Tobi Pearce. Back then it was called the Bikini Body Guide fitness program.
Pearce remained with the company as his business partner after the split in 2020 until he left in February this year.
She has a three-year-old daughter with Pearce and is expecting her first child with fiancé Jae Woodroffe.
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