Fitness Expert Regrets "Bikini Body" Label
When you have millions of followers due to your fitness routine, the name of your workout could really be anything. Australian fitness guru Kayla Itsines named hers Bikini Body Guide (or BBG), and her 5.2 million Instagram followers worldwide are devoted to her message of happiness through fitness. Within the BBG community is Kayla’s Army, 150,000 of Itsines' most passionate participants.
Bloomberg followed the fitness trainer and the rise of Itsines, who found success by trading in treadmill-focused workouts for basic circuit training. If Itsines could change one thing, though, it would be the name of the group that started it all. “Do I regret calling my guides Bikini Body? My answer is yes....That’s why when I released the app, I called it Sweat With Kayla. Sweat is so empowering. I love that.” No word if or when Itsines will fade out the phrase "bikini body" anytime soon.
It might be a regrettable phrase, but it sure if profitable. Itsines keeps the finances of her company under wraps, but in the story it was revealed that the Sweat With Kayla app made more money than My Fitness Pal (owned by Under Armour) and Nike+.
Company profits isn't the only thing Itsines keeps under wraps. Bloomberg reports that she guards her image so closely she won't post a "before" pic or do magazine shoots she doesn't have final approval of. Still, Kayla's Army continues to grow despite the lack of transparency from its leader—her IG followers are 5.3 million as of today.