In recent years, digitization has transformed the fitness industry. The shift has resulted because of the countless apps, blogs and video tutorials that are now easily accessible to users. Due to this, no longer does one need to visit the gym or hire a personal trainer to achieve fitness goals. While there are numerous options available, one app that has successfully captured the hearts of users and kept them engaged is Sweat with Kayla, created by Australian fitness trainer Kayla Itsines.

1. What’s Behind the Success of
Kayla Itsines’ Sweat App, Raking
in $77 Million?

2. Introduction
In recent years, digitization has transformed the
fitness industry. The shift has resulted because of
the countless apps, blogs and video tutorials that
are now easily accessible to users. Due to this, no
longer does one need to visit the gym or hire a
personal trainer to achieve fitness goals. While there
are numerous options available, one app that has
successfully captured the hearts of users and kept
them engaged is Sweat with Kayla, created by
Australian fitness trainer Kayla Itsines.

3. Today, we analyze
the strategies that
have contributed to
the success of the
Sweat app, which is
geared to bring in
US$77 million this
year.

4. 1. Ease of
Access
Over the years, technology has changed
the way in which fitness gurus market their
programs. From VHS tapes, DVDs and
online video tutorials on platforms such as
YouTube, today, apps are the way to go.
After the initial success of the Bikini Body
Guide (BBG) PDF e-books, Kayla capitalized
on her popularity by creating a mobile app
that offered the same workouts, so that
they could be accessed by women from
anywhere – an invaluable convenience,
especially for busy working women, who
often don’t have time to go to a gym.

5. 2. Building a
Community
BBG was not the first fitness
program that made its content
available online to users. When
Kayla first offered the Bikini Body
Workout, several popular programs
had online communities, but none
of them had a presence on
Instagram and Facebook. As a
result, they couldn’t expand their
reach beyond 3-4 million followers.

6. 3. User
Engagement
Building a community of followers is just half the
job done. With the numerous fitness apps and
online workouts that users have access to,
keeping individuals motivated and engaged is a
challenge, especially without the physical
presence of a trainer. Part of Sweat’s success is
its community interaction with reposts or
sharing or pictures of workouts and before/after
images of users to applaud their progress. This,
in turn, keeps other users motivated as they can
see the results and believe that it can happen to
them too if they stick with the program. Push
notifications are another key element to increase
a person’s motivation to complete their daily
workout.

7. 4. Subscription After Trial
While users can see the results of the program through
before/after images on Instagram, one of the main
factors that hook customers is that the app can be
tested before the user starts paying for it. The initial
download is free, and users can use the trial period to
decide whether they want to subscribe. Usually, users
are hesitant to pay monthly subscription fees without
experiencing results, but the free one-week trial allows
them to assess the program benefits to understand if it
is worth the money.

8. 5.
Customization
Since women are the main target for
the program, the design of the
website as well as the app store page
includes feminine elements such as
bold colors, gender-specific content,
tips and tricks. The tone is
conversational like Kayla is trying to
understand her friend’s problems and
providing solutions for them. The
content is friendly rather than
preachy and focuses on encouraging a
woman to improve her lifestyle.

9. 6. Holistic Approach
One of the disadvantages of many fitness
apps is that their offering is restricted to a
specific set of workouts. By collaborating
with Sjana Elise and Kelsey Wells, Kayla
has created a complex system that covers
mind and body fitness, nutrition and post-
pregnancy workouts, so that the app
covers a wide range of needs of the target
audience, namely women.

10. 7. Bonus
Features
Besides geolocation tagging, which
helps users to track their workouts
and current position, to complete the
workout experience, Sweat offers
curated music playlists can be
streamed through Apple Music, and it
plans to expand this to the Apple TV
soon. Additionally, videos of Kayla
demonstrating a routine and a post
workout module built into the app
help to keep the users injury-free and
speed up recovery.

11. 8. Social
Sharing
While the Instagram page is the
main platform for community
interaction, Kayla has continuously
explored new techniques such as
creating a #BBG hashtag and made
content available on other
platforms like YouTube so that
anyone can try a few of her video
tutorials and share them easily.
This has helped to expand her
following further.

12. 9. Regular
Advancement
in Technology
The Sweat team is extremely tech-savvy and
understands the need to keep up to date
with the newest technologies. After
progressing from eBooks to mobile apps, the
team is now building a watch app. Where
earlier a user could view workout videos on
the iPhone, with the watch app, advanced
users who don’t need to see the demo on
the app will get an audio notification about
the next exercise. Additionally, they are
exploring Augmented Reality (AR) so that
they can offer women the best technologies
when it becomes available.

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