The story behind the success of an Australian-based personal trainer

The story behind the success of an Australian-based personal trainer

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Kayla Itsines is an Australian 26 year-old personal trainer and author, but most important she is an entrepreneur. Her success is because she promotes her brand wisely, worldwide through different social media channels. Due to her impact in social media in March 2016 Time named Kayla one of the 30 most influential people on the internet. In April 2017 she was listed on the top of Forbes’ list of the world’s top social media influencers in the fitness world.

Currently she has more than 17 million likes and followers on her Facebook page; almost 20 million followers on Twitter; more than 220 000 subscribers on her YouTube channel and 8.5 million followers on Instagram. She is also on Tumblr, has a webpage and an app: SWEAT.

Kayla has been a personal trainer since 2008. Her market segment is women, due to the fact that she as a women understands their health and fitness goals. She started with a personal training business where she used to encourage people to take before-after photos to track their progress. That is how she came to use Instagram, at first only as a way to store her client´s transformations, but it ended up being much more.

Later, Itsines and her partner Tobi Pearce founded the Bikini Body Training in March 2013. They have published 2 eBooks called: Bikini Body Guide, which include both: workouts and nutrition facts. In November 2016 Itsines published her first print book, The Bikini Body 28-Day Eating and Lifestyle Guide, which later became a best-selling book. After a year, she published The Bikini Body Motivation & Habits Guide.

Who would imagine that music artists were not the only ones that went on tours but personal trainers go as well! To promote her brand, in 2015 she made a world tour leading free group fitness classes called: “Kayla Itsines Bootcamp World Tour”. In 2016 she made another world tour called “Kayla Itsines Sweat Tour”, having huge success in both.

Her social media strategy is based on focusing on her followers and their transformation journeys rather than herself. Her success is due to her emphasis on the community aspect by making the product be women´s renovation itself. In all of her social media sites she introduces herself as a personal trainer and encourages women to join her force by promoting confidence, health and fitness.

“Join my online BBG Community and be supported and encouraged throughout your fitness journey. No matter where in the world you are, you can connect with positive women who help inspire you to keep working towards your personal goals.”

Her followers created the #BBG, which she now uses in all her media. She is the only person who posts on her social media accounts; though she has a team that helps her. Furthermore she is consistent in her brand´s image in all media channels. Even though the medium used the content is very similar. All of her social media has 5 main subjects:

  1. Photos of women´s transformation´s before and after using BBG and/or SWEAT
  2. Pictures and/or videos of Kayla herself exercising different series and routines
  3. Motivational quotes
  4. SWEAT products promotion and selling
  5. Pictures of healthy food options

Itsines doesn’t:

  • Promote anything relevant only to her personal life style
  • Promote something she doesn’t believe in
  • Sell any products (besides SWEAT products)

In addition to the previous content stated, on her Facebook page Kayla puts her information and then in a couple of paragraphs she tells a story about herself, explains her workouts and programs. Using motivational wording as persuasion. Her most viewed video on Facebook has 17 million views. In her Facebook page she also has different events she is going to host for the next months. On the other hand, on her website she offers a blog, a forum and BBG Groups. This last one encourages members of the BBG Community to join individuals that live in the same cities.

Kayla Itsines has become one of the most influential trainers worldwide because through social media she promotes changes not only in women´s bodies but also in their minds. Showing “women who have changed their lives” by using her guides.

“I’m known as one of the most influential trainers in the world and I’ve made it my personal mission to help as many women as possible to achieve their ideal body and to feel more confident and happy.”


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