But how did this Adelaide-born personal trainer, who started posting workout snippets on Instagram in the early 2010s, build such staggering wealth? From humble backyard training sessions to selling a fitness app for hundreds of millions, Kayla's story is a masterclass in authenticity, community-building, smart scaling, and diversification.
In this deep dive, we'll explore her early life, the explosive rise of her Bikini Body Guides (BBG), the creation and sale of Sweat, her savvy real estate plays, her current ventures, personal life challenges, and the key lessons that made her one of the richest fitness entrepreneurs on the planet. Buckle up—this is a 3,500+ word journey through one of the most inspiring self-made success stories of the digital age.
Early Life: Roots in Adelaide and a Spark for Fitness
Kayla Itsines was born on May 21, 1991, in Adelaide, South Australia, to Greek-Australian parents Anna and Jim Itsines, both school teachers. Growing up in a tight-knit family with her younger sister Leah (now a successful nutritionist and cookbook author), Kayla developed a love for sports early on. She played basketball and other team games, but like many young women, she initially felt intimidated by traditional gym environments.Her path to fitness wasn't a straight line. After high school, she enrolled in beauty therapy at TAFE, dreaming of that career. She even considered becoming a PE teacher. But everything changed when a personal trainer encouraged her to try working out. At just 18, she graduated from the Australian Institute of Fitness as a Master Trainer and landed a job at a women's-only gym in Adelaide.
It was there that Kayla noticed a gap in the market. Most programs pushed generic weight loss or "bulking up" fears that didn't resonate with her female clients. Women wanted specific results: smaller inner thighs, flatter abs, toned arms, and confidence without looking "too muscular." She started customizing workouts—short, high-intensity sessions focused on functional strength, core work, and leg power.
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Her big break came informally. Her sister Leah asked her to train some friends who wanted to get fit for netball. Kayla trained them in her parents' backyard, tracking progress with before-and-after photos. Word spread like wildfire in Adelaide's fitness circles. Clients raved about feeling stronger, more energized, and empowered.
By 2012, she'd met Tobi Pearce, a fellow gym enthusiast who would become her business partner (and later fiancé). Together, they saw the potential in scaling her approach beyond one-on-one sessions.
In 2013, Kayla and Tobi officially founded the Bikini Body Training Company. Kayla became the face and head trainer; Tobi handled operations as CEO. Their first major product? The Bikini Body Guides (BBG)—a series of 12-week eBooks combining workouts and nutrition plans.
The eBooks were revolutionary for their time. Workouts were just 28 minutes long, done three times a week, using minimal equipment. They emphasized high-intensity interval training (HIIT) with moves like reverse lunges, push-ups, and resistance band work. Meal plans, created with dietitians, started at 1,200 calories but evolved to a more sustainable 1,600–1,800 to fuel real results.
The real genius was distribution. A cousin suggested using Instagram to organize client transformations. Kayla started posting user before-and-after photos (with permission), workout snippets, and motivational captions. She answered DMs personally, building a genuine community.
Time magazine named her one of the 30 most influential people on the internet in 2016. Apple featured her in a 2015 Apple Watch ad. She launched a free global bootcamp tour in 2015, packing out parks in Sydney, Melbourne, New York, LA, and London.
Kayla's secret sauce? Authenticity. She rarely posted her own face early on—focusing instead on real women's transformations. No filtered perfection, just relatable, results-driven content. She charged next to nothing initially (eBooks were affordable PDFs), making fitness accessible. This built insane loyalty.
By age 22 (around 2013–2014), Kayla was already a millionaire from BBG sales alone. She bootstrapped everything—no venture capital, just hustle, reinvestment, and organic growth.
The timing was perfect. Mobile fitness was exploding, and post-pandemic demand for at-home workouts would later skyrocket. Sweat offered:
By 2016, Sweat generated more revenue than any other fitness app globally. At its peak under their ownership, it had tens of millions of downloads and a massive recurring subscription base (around $20–25/month).
Revenue reports from the era showed the company pulling in nearly $100 million annually by 2020, with profits in the $15–30 million range. Kayla's influencer income added fuel—sponsored posts reportedly fetched $71,500 each.
In 2016, she and Tobi made the BRW Young Rich List with a combined A$46 million net worth. By 2019, it had ballooned to A$486 million (combined).
It was a massive payday. Kayla was around 30 years old. The sale made headlines worldwide as one of the biggest exits in fitness tech history, especially for a women-led brand.
But the story didn't end there.
Kayla has described the sale as feeling like "losing a child," and the buyback as reclaiming her legacy. As of 2026, she's back as co-founder and head trainer. The app runs active challenges (like the 2026 Sweat Challenge), new programs (including "OG Kayla" reviving her classic BBG roots), and she's expanding into AI-personalized workouts using data from millions of users.
This move preserved her brand authenticity and future upside. She remains deeply involved, posting workouts and engaging her community.
In recent interviews (like her 2026 appearance on The School of Hard Knocks), she revealed her first "exciting" investment was a petrol station (gas station). "Out of all the millions, it's so cool to see rent coming in from a gas station," she said. These commercial properties generate steady passive income.
This real estate focus has been key to sustaining and growing her wealth post-exit. Australian property has performed strongly, and her commercial holdings provide inflation-hedged, rental income.
Annual influencer earnings from social media alone are estimated in the $900K–$1.3 million range, plus Sweat equity and dividends.
Total Estimated Net Worth: $176 million (per 2025 Young Rich List, trending upward). She's one of Australia's richest self-made women under 40, often compared to Hollywood stars like Margot Robbie in earning power.
Critics note net worth estimates vary (some U.S. sites say $115M), but Australian rich lists are considered gold-standard for locals.
She dated Tobi Pearce for eight years. They got engaged in 2018, welcomed daughter Arna in 2019, but announced their split in August 2020. They remain co-parents and business collaborators. Kayla later revealed "different morals" as a factor but has spoken positively about their growth together.
In 2021, she began dating personal trainer Jae Woodroffe. They got engaged in July 2022, announced pregnancy soon after, and welcomed son Jax in January 2023. They married in a beautiful garden ceremony in December 2023.Kayla often shares raw motherhood moments—balancing two kids, running a business, and prioritizing mental health. She's spoken about perfectionism struggles and the importance of intuitive eating over strict calorie counting.
Her Greek heritage influences her approach to food and family. She's vocal about body positivity, strength over thinness, and helping women avoid diet culture pitfalls.
Kayla has evolved. Modern Sweat programs emphasize strength, confidence, and sustainability. She's addressed past criticisms, shifting toward intuitive health and inclusivity. Legal battles (like a 2015 defamation case against rival trainers) were settled out of court.
Through it all, her community of 50M+ across platforms remains fiercely loyal, crediting her for life-changing results.
From Adelaide gyms to a $400 million exit and back, she's proof that starting with passion, staying true to your audience, and playing the long game can create extraordinary success.
If you're inspired to start your own fitness journey—or business—head to Sweat.com or follow @kayla_itsines For less than 40 cents a day (as she often promotes), you can train alongside the woman who turned sweat into serious wealth.
By 2012, she'd met Tobi Pearce, a fellow gym enthusiast who would become her business partner (and later fiancé). Together, they saw the potential in scaling her approach beyond one-on-one sessions.
The Instagram Breakthrough: From Backyard Trainer to Global Phenomenon
In 2013, Kayla and Tobi officially founded the Bikini Body Training Company. Kayla became the face and head trainer; Tobi handled operations as CEO. Their first major product? The Bikini Body Guides (BBG)—a series of 12-week eBooks combining workouts and nutrition plans.
The eBooks were revolutionary for their time. Workouts were just 28 minutes long, done three times a week, using minimal equipment. They emphasized high-intensity interval training (HIIT) with moves like reverse lunges, push-ups, and resistance band work. Meal plans, created with dietitians, started at 1,200 calories but evolved to a more sustainable 1,600–1,800 to fuel real results.
The real genius was distribution. A cousin suggested using Instagram to organize client transformations. Kayla started posting user before-and-after photos (with permission), workout snippets, and motivational captions. She answered DMs personally, building a genuine community.
What happened next was meteoric:
- By October 2014, the BBG guides had over 1 million downloads.
- Instagram followers skyrocketed to millions. Today, @kayla_itsines has 15.6 million+ followers.
- Her Facebook page boasts 27.3 million likes.
Time magazine named her one of the 30 most influential people on the internet in 2016. Apple featured her in a 2015 Apple Watch ad. She launched a free global bootcamp tour in 2015, packing out parks in Sydney, Melbourne, New York, LA, and London.
Kayla's secret sauce? Authenticity. She rarely posted her own face early on—focusing instead on real women's transformations. No filtered perfection, just relatable, results-driven content. She charged next to nothing initially (eBooks were affordable PDFs), making fitness accessible. This built insane loyalty.
By age 22 (around 2013–2014), Kayla was already a millionaire from BBG sales alone. She bootstrapped everything—no venture capital, just hustle, reinvestment, and organic growth.
Launching Sweat: The App That Changed Everything
In 2015–2016, Kayla and Tobi rebranded and expanded. They launched Sweat with Kayla (later simply Sweat), a subscription-based app with video workouts, meal plans, community features, and progress tracking.The timing was perfect. Mobile fitness was exploding, and post-pandemic demand for at-home workouts would later skyrocket. Sweat offered:
- Multiple programs (HIIT, strength, pregnancy/postnatal, low-impact).
- Kayla's signature style: empowering, no-nonsense, women-focused.
- Community challenges and support.
By 2016, Sweat generated more revenue than any other fitness app globally. At its peak under their ownership, it had tens of millions of downloads and a massive recurring subscription base (around $20–25/month).
Revenue reports from the era showed the company pulling in nearly $100 million annually by 2020, with profits in the $15–30 million range. Kayla's influencer income added fuel—sponsored posts reportedly fetched $71,500 each.
In 2016, she and Tobi made the BRW Young Rich List with a combined A$46 million net worth. By 2019, it had ballooned to A$486 million (combined).
The $400 Million Exit: Selling to iFIT
In July 2021, at the height of the fitness app boom during COVID, Kayla and Tobi sold Sweat to U.S. fitness tech giant iFIT (makers of Peloton-like equipment) for a reported $400 million deal. Reports varied—some said $300 million base, with the full value including stock, bonuses, and royalties reaching $400 million.It was a massive payday. Kayla was around 30 years old. The sale made headlines worldwide as one of the biggest exits in fitness tech history, especially for a women-led brand.
But the story didn't end there.
Buying It Back: Regaining Control of Her Empire
iFIT struggled post-acquisition. Their planned IPO failed amid market shifts, and integration issues arose. In late 2023, Kayla and Tobi (now co-parents but business allies) bought Sweat back for a fraction of the original price—reportedly a "song" compared to $400 million.Kayla has described the sale as feeling like "losing a child," and the buyback as reclaiming her legacy. As of 2026, she's back as co-founder and head trainer. The app runs active challenges (like the 2026 Sweat Challenge), new programs (including "OG Kayla" reviving her classic BBG roots), and she's expanding into AI-personalized workouts using data from millions of users.
This move preserved her brand authenticity and future upside. She remains deeply involved, posting workouts and engaging her community.
Diversifying the Fortune: Real Estate and Smart Investments
Kayla didn't park all her money in one basket (or one app). She's a vocal advocate for diversification.In recent interviews (like her 2026 appearance on The School of Hard Knocks), she revealed her first "exciting" investment was a petrol station (gas station). "Out of all the millions, it's so cool to see rent coming in from a gas station," she said. These commercial properties generate steady passive income.
Her portfolio includes:
- Commercial real estate: Petrol stations, medical centers.
- Residential properties: She sold her Malvern, Adelaide home in 2024 for a record $7.375 million (gross profit ~$3.575 million on a previous purchase).
- Other ventures: She's hinted at new businesses, clothing lines, and partnerships aligned with Sweat.
This real estate focus has been key to sustaining and growing her wealth post-exit. Australian property has performed strongly, and her commercial holdings provide inflation-hedged, rental income.
Annual influencer earnings from social media alone are estimated in the $900K–$1.3 million range, plus Sweat equity and dividends.
Breaking Down Kayla Itsines' Net Worth Today
Here's a realistic 2026 breakdown based on public reports:- Sweat App Equity: Significant stake post-buyback (exact undisclosed, but substantial)
- Real Estate Portfolio: Likely $50–100M+ (multiple commercial and residential assets).
- Past Sale Proceeds: Tens of millions from the 2021 exit (split with Tobi, after taxes/structures).
- Influencer & Book Deals: Ongoing high-six to seven figures annually.
- Other Investments: Diversified holdings.
Total Estimated Net Worth: $176 million (per 2025 Young Rich List, trending upward). She's one of Australia's richest self-made women under 40, often compared to Hollywood stars like Margot Robbie in earning power.
Critics note net worth estimates vary (some U.S. sites say $115M), but Australian rich lists are considered gold-standard for locals.
Personal Life: Love, Loss, Motherhood, and Resilience
Kayla's personal journey has been public—and not always easy.She dated Tobi Pearce for eight years. They got engaged in 2018, welcomed daughter Arna in 2019, but announced their split in August 2020. They remain co-parents and business collaborators. Kayla later revealed "different morals" as a factor but has spoken positively about their growth together.
In 2021, she began dating personal trainer Jae Woodroffe. They got engaged in July 2022, announced pregnancy soon after, and welcomed son Jax in January 2023. They married in a beautiful garden ceremony in December 2023.Kayla often shares raw motherhood moments—balancing two kids, running a business, and prioritizing mental health. She's spoken about perfectionism struggles and the importance of intuitive eating over strict calorie counting.
Her Greek heritage influences her approach to food and family. She's vocal about body positivity, strength over thinness, and helping women avoid diet culture pitfalls.
Challenges and Criticisms: The Other Side of the Spotlight
No empire is without scrutiny. Some Reddit threads and critics have accused her early programs of promoting restrictive eating or unrealistic "bikini body" ideals. Others call her content "insufferable" or question transformations.Kayla has evolved. Modern Sweat programs emphasize strength, confidence, and sustainability. She's addressed past criticisms, shifting toward intuitive health and inclusivity. Legal battles (like a 2015 defamation case against rival trainers) were settled out of court.
Through it all, her community of 50M+ across platforms remains fiercely loyal, crediting her for life-changing results.
Lessons from Kayla's $176 Million Journey
What can aspiring entrepreneurs learn?- Start Small and Authentic: Backyard sessions and free Instagram tips built a movement.
- Solve a Real Pain Point: Women wanted accessible, effective, non-intimidating fitness.
- Build Community, Not Just Content: Transformations and engagement created viral growth.
- Scale Smart: Bootstrapped to millions, then professionalized with an app.
- Diversify Early: Real estate saved her from "all eggs in one basket."
- Control Your Destiny: Buying back Sweat shows the value of ownership.
- Evolve: From "bikini body" to "strength and confidence"—she adapts.
- Invest in Yourself: Certifications, persistence, and reinvestment paid off.
Conclusion: A Legacy Beyond the Numbers
At 34, Kayla Itsines has helped over 12 million women (by her count) transform their lives. Her net worth of $176 million is impressive, but her real wealth is the global community she's built and the industry she's reshaped.From Adelaide gyms to a $400 million exit and back, she's proof that starting with passion, staying true to your audience, and playing the long game can create extraordinary success.
If you're inspired to start your own fitness journey—or business—head to Sweat.com or follow @kayla_itsines For less than 40 cents a day (as she often promotes), you can train alongside the woman who turned sweat into serious wealth.
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