Kayla Itsines’ digital exercise company Sweat has struck at least 30 staff at its Adelaide headquarters

Bloodbath at Kayla Itsines’ $400 Million Digital Aerobics Company Because It’s Cutting ‘Minimum 30 Employees’ — But She’s Still Posting on Her Instagram

  • Kayla Itsines, 31, sold her digital exercise platform to US company iFit for $400 million
  • She remains the face of the business and is very involved in its management
  • Business thrived during the Covid lockdowns, when gyms and sports centers closed
  • However, subscriptions have started to slip since the facilities reopened this year
  • The fitness empire used to employ 100 people, but was able to cut the number of employees down to 45
  • Do you know more? Email charlotte.karp@mailonline.com

Pictured: Kayla Itsines, 31

Pictured: Kayla Itsines, 31

Kayla Itsines’ online fitness empire has been thrown into turmoil with an estimated 30 employees set to be fired from the head office — while the pregnant workout queen posted the app to her 15 million Instagram followers.

The 31-year-old mother sold her digital exercise platform to US company iFit for $400 million last year, after a boom in home workouts when gyms and sports centers closed during the Covid pandemic.

Itsines remains the face of the brand and continues to be involved in running the business.

But the subscriptions, which cost $20 a month, started to dwindle once the gyms reopened last year.

The Adelaide headquarters had nearly 100 employees before selling to iFit – however, according to Advertiserthat number is about to drop to 45.

A company spokeswoman wouldn’t confirm the exact numbers, but said the work would cut costs and lead to layoffs.

Kayla Itsines announced her collaboration with Pip Edwards' label, PE Nation, in October (pictured together)

Kayla Itsines announced her collaboration with Pip Edwards’ label, PE Nation, in October (pictured together)

Kayla Itsines was the owner of Sweat (pictured) until she sold it to iFit last year for $400 million

Kayla Itsines is pictured in an outfit from her collaboration with Babe Edwards' activewear empire, PE Nation

Kayla Itsines sold the Sweat app (left) to iFit last year for $400 million. She’s pictured (right) in an outfit from her collaboration with Pip Edwards PE Nation’s activewear company

“Sweat, along with others in the digital fitness industry, has experienced headwinds recently due to changes in customer demand and the effects of gyms returning to pre-pandemic operating levels as pandemic restrictions ease,” she told the publication. .

After the review, there will be changes to our organizational structure that will lead to redundancies across the company.

Sweat is consulting with affected employees and those discussions will be completed next week.

The spokeswoman said the decision to cut staff was “difficult” but ultimately “necessary” for the company to improve performance.

Daily Mail Australia has contacted Erak for comment.

Atsense is pregnant with her second child.  She has a three-year-old daughter with ex-partner Toby Pearce

Atsense is pregnant with her second child. She has a three-year-old daughter with ex-partner Toby Pearce

The company’s largest market is in the United States, but last year it was reported that subscription revenue fell 16 percent in the 2020-21 fiscal year, equating to a loss of $9.5 million.

Meanwhile, the heavily pregnant Itsines continues to promote Sweat to her 15.2 million Instagram followers.

On Sunday, she uploaded a video revealing that she can’t wait to get back to burpees, jumps, pushups, squats, jumps, triple jumps and bikes all at once after having her baby in January.

She tagged Sweat in the post, and she used a combination hashtag related to sweat.

Kayla Itsine is expecting her first child with fiancé Jay Woodruff (pictured together)

Kayla Itsine is expecting her first child with fiancé Jay Woodruff (pictured together)

On Friday, she posted a video of herself watching the app while doing leg exercises.

It comes just weeks after Itsines launched a line of gym apparel in collaboration with Pip Edwards’ empire, PE Nation.

According to an Instagram post by PE Nation, the group “Inspired by Kayla’s fast-paced routine and created to fit in all aspects of your day.

PE Nation, another beneficiary of the pandemic, laid off at least four staff from its headquarters earlier this month, revealed Daily Mail Australia.

Itsines created the first version of Sweat in 2015 with former partner Toby Pearce. At the time, it was called the Bikini Body Guide fitness program.

Pierce remained with the firm as her business partner, even after they split in 2020, until he left in February of this year.

She has a three-year-old daughter with Pierce, and is expecting her first child with fiancé Jay Woodruff.

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