From backyard workouts to a global fitness empire: how Kayla Itsines built a community (and a business) around her passion.
It all began with a simple mission…
Starting out in her parents’ backyard in Adelaide, Kayla turned her love for fitness into a movement that’s helped millions of women worldwide. Her story is an inspiring reminder that with a little grit, a lot of heart, and the right timing, your passion can take you further than you ever dreamed.
Kayla Itsines wasn’t out to build a global empire at first, she just wanted to make fitness easy and accessible for women. Back in the day, she trained women in her parents’ backyard, building a client base and sharing their transformations on Instagram. The response? Unbelievable. Women everywhere wanted in, craving a workout that was designed with them in mind.
Kayla’s journey really took off when she began using Instagram to share client transformations and fitness tips. Unknowingly, she tapped into a rising social media trend and built a loyal community. Her Bikini Body Guide workouts, initially sold as downloadable PDF guides. They quickly gained traction, attracting women worldwide eager for a program that fit their goals and lifestyles. But she and her partner at the time, Tobi Pearce, saw potential beyond PDFs. They wanted to create a more immersive, accessible platform – something that would allow women to access workouts, nutrition guides, and a supportive community in one place.
So in 2015, Kayla and her then-partner launched SweatApp, a one-stop digital fitness platform for women. The app brought her workouts, meal plans and a whole community right to her followers’ fingertips.
Fast-forward to today, and SweatApp has reached over 30 million downloads – proof that what starts as a passion can turn into something huge if you’re willing to go all in.
Catching the wave of “Hobby Apps”
Lately, we’re seeing a shift from traditional social media toward “hobby apps”, platforms that create spaces for people with shared interests. Think Strava for fitness junkies, Goodreads for bookworms, and Letterboxd for movie buffs. These apps give users a place to connect with others who share their passions, without the chaos and negativity that often come with big social media platforms.
SweatApp fits this trend perfectly. It’s more than just a place to follow workout plans; it’s a supportive community where women can share their journeys, cheer each other on, and find motivation in a judgment-free zone. Kayla’s app gives users what they actually want: connection, community, and a focus on health, all wrapped up in a platform that’s as positive as it is powerful.
@maggiefromladder #greenscreenvideo pros and cons of sweat app & showing y’all why Ladder is still my favorite fitness app! What other apps do you want me to review?? #fitnessappsthatwork #fitnessapps #strengthtrainingprograms #womenwhostrengthtrain #thenewworkoutplan #weightlossworkouts #howtogettoned ♬ original sound - Maggie | Workouts for Women
Lessons we can learn from Kayla’s success
If you’re thinking about starting a business or following your own passion project, Kayla’s journey is full of takeaways:
- Build with purpose: Kayla created Sweat to help women, not just make a buck. She stayed true to her mission, and that authenticity is what draws people in. Passion and purpose go hand-in-hand, and that’s something customers can feel.
- Ride the digital wave: Kayla jumped on social media early, and SweatApp took off just as hobby apps were gaining traction. She understood the power of digital trends and ran with it, using her platform to grow her community and make her workouts accessible to women everywhere.
- Put community first: SweatApp isn’t just a workout app; it’s a community where women support each other. Kayla understood the power of connection, and by building a space where women feel seen and heard, she created a brand that’s loved by millions.
What’s next for SweatApp and niche platforms?
As more people gravitate toward niche platforms that focus on shared passions, apps like Sweat are only going to grow. These spaces offer something mainstream social media often can’t: real connection. SweatApp has nailed this, providing a safe, supportive space that keeps women coming back day after day.
Kayla’s journey shows that with heart and a little hustle, you can take something you love and turn it into a thriving business. Her story is a reminder that passion and purpose are a winning combination, and that sometimes, what starts in a backyard can go on to change the world.
