Bloodbath at fitness influencer Kayla Itsines’ $400M digital training company as it cuts ‘at least 30 employees’ but she keeps launching her app on Instagram
- Kayla Itsines, 31, sold her digital training platform to the American company iFit for 400 million dollars
- She remained the face of the business and is very involved in its operation.
- Business boomed during the Covid lockdowns, when gyms and sports centers closed
- However, subscriptions have been declining since the facility reopened this year.
- Fitness empire used to employ 100 people, but could cut to 45 workers
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In the photo: Kayla Itsines, 31
Kayla Itsines’ online fitness empire, Sweat, has entered turbulence with an estimated 30 employees set to be laid off from head office, while the pregnant workout queen sends the app out to her 15 million Instagram followers.
The 31-year-old mother sold her digital training platform to US company iFit for $400 million last year, following a boom in at-home fitness when gyms and sports centers closed during the Covid pandemic.
Itsines continues to be the face of the brand and continues to be involved in running the business.
But subscriptions, which cost $20 a month, began to dwindle once gyms reopened last year.
The Adelaide headquarters had nearly 100 employees prior to the sale to iFit; however, according to Advertiserthat number is about to drop to 45.
A company spokeswoman would not confirm the exact figures, but did say the company would cut costs and force layoffs.
Kayla Itsines announced a collaboration with Pip Edwards’ company PE Nation in October (pictured together)
Kayla Itsines sold her Sweat app (left) to iFit last year for $400 million. She is pictured (right) wearing an outfit from her collaboration with Pip Edwards’ sportswear company PE Nation.
“Sweat, along with others in the digital fitness industry, has experienced recent headwinds due to changes in customer demand and the effects of gyms returning to pre-pandemic operating levels as they have expanded. eased pandemic restrictions,” he told the publication.
‘After the review, there will be changes to our organizational structure that will lead to layoffs across the company.
“Sweat is consulting with affected employees and these discussions will end 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 contacted Sweat for comment.
Itsines is pregnant with her second child. She has a three-year-old daughter with her ex-partner Tobi Pearce.
The company’s largest market is in the US, but subscription revenue was reported last year to have declined 16 percent in fiscal 2020-21, equating to a loss of $9, 5 million.
Meanwhile, Itsines, who is heavily pregnant, continues to promote Sweat to her 15.2 million Instagram followers.
On Sunday, she uploaded a video revealing that she’s looking forward to getting back to burpees, dips, push-ups, squats, jumping lunges, triceps dips and ab bikes once she has her baby in January.
He tagged sweat in the post and used a variety of sweat-related hashtags.
Kayla Itsines is expecting her first child with fiancé 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 Pip Edwards’ sportswear empire PE Nation.
According to a PE Nation Instagram post, the collection’It’s inspired by Kayla’s fast-paced routine and created to fit into every aspect of her day.
Daily Mail Australia revealed that PE Nation, another beneficiary of the pandemic, laid off at least four staff from its own headquarters earlier this month.
Itsines created the first version of Sweat in 2015 with her former partner, Tobi Pearce. Back then, it was called the Bikini Body Guide fitness program.
Pearce remained with the company as his business partner, even after they parted ways in 2020, until he left in February of this year.
She has a three-year-old daughter with Pearce and is expecting her first child with fiancé Jae Woodroffe.