Pictured: Kayla Itsines, 31
Kayla Itsines’ online fitness empire Sweat has been in turmoil with around 30 staff set to be laid off from head office – while the pregnant workout queen launches the app to her 15million Instagram followers .
The 31-year-old mum sold her digital workout platform to US firm iFit for $400million last year, following a home exercise boom when gyms and sports centers closed during the Covid pandemic.
Itsines is still the face of the brand and continues to be involved in running the business.
But memberships, which cost $20 a month, began to decline once gyms reopened last year.
The Adelaide headquarters had nearly 100 staff before the sale to iFit – however, according to the advertiser, that number is set to drop to 45.
A company spokeswoman did not confirm exact numbers, but said the company would cut costs and force layoffs.
Kayla Itsines announced a collaboration with Pip Edwards’ company PE Nation in October (pictured together)
Kayla Itsines sold her Sweat app (left) to iFit last year for $400 million. She is pictured (right) in an outfit from her collaboration with Pip Edwards’ sportswear company PE Nation
“Sweat, along with others in the digital fitness industry, has recently experienced headwinds due to shifts in customer demand and the effects of gyms returning to pre-pandemic operating levels as pandemic restrictions have eased,” she told the publication.
“As a result of the review, changes will be made to our organizational structure, which will lead to layoffs across the business.
“Sweat is consulting with affected employees and those discussions will be finalized next week.”
The spokeswoman said the decision to cut staff was “difficult”, but ultimately “necessary” for the company to improve its performance.
Daily Mail Australia has contacted Sweat for comment.
Itsines is pregnant with her second child. She has a three-year-old daughter with ex-partner Tobi Pearce
The company’s biggest market is in the United States, but last year it was reported that subscription revenue fell 16% in fiscal 2020-21, equivalent to a loss of $9.5 million.
Meanwhile, heavily pregnant Itsines continues to promote Sweat to her 15.2 million Instagram followers.
On Sunday, she uploaded a video revealing she was looking forward to getting back to burpees, jumping jacks, push-ups, squats, jumping jacks, triceps and abs once after having her baby in January.
She tagged Sweat in the post and used a range of Sweat-related hashtags.
Kayla Itsines is expecting her first child with fiancé Jae Woodroffe (pictured together)
On Friday, she posted a video of herself tracking the app while doing a leg workout.
It comes just weeks after Itsines launched a range of sportswear in conjunction with Pip Edwards’ sportswear empire, PE Nation.
According to an Instagram post from PE Nation, the collection’is inspired by Kayla’s fast-paced routine and created to fit every aspect of your day.
Daily Mail Australia revealed that PE Nation, another beneficiary of the pandemic, laid off at least four staff from its own headquarters earlier this month.
Itsines created the first version of Sweat in 2015 with his ex-partner, Tobi Pearce. Back then, it was called the Bikini Body Guide fitness program.
Pearce remained with the company as a business partner, even after they split in 2020, until her departure in February this year.
She has a three-year-old daughter with Pearce and is expecting her first child with fiancé Jae Woodroffe.
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