Kayla Itsines, a 24-year-old Australian personal trainer, has built a fitness empire on Instagram with over 4.6 million followers. Her Bikini Body Guides (BBG) and a new app have cultivated a community known as 'Kayla's Army,' driven by impressive before-and-after photos of clients.
The 12-week program includes three days of circuit training that changes weekly, along with LISS and HIIT cardio. Itsines also offers a Healthy Eating and Lifestyle Plan (HELP) with two weeks of diet plans, though she promotes against restrictive diets, stating 'why diets don't work.' The combined guide and eating plan costs $119.97 AUD.
Itsines' success has attracted attention from Victoria's Secret model Candice Swanepoel, who follows her on Instagram. The trainer credits her cousin for suggesting Instagram as a platform to showcase client transformations, which became the core of her brand. 'The brand is the transformations of women everywhere,' she told The Cut.
Despite criticism over unexpected app charges and dubious claims, Itsines defends her program, emphasizing community and mental strength over body size. 'It's not about a certain body type,' she said. 'The whole point is to get rid of the 'skinny is better' thought process and focus on happiness and confidence.'
