Reshaping The Fitness Business: Kayla Itsines' 'Bikini Body Training Company'
Kayla Itsines is part of a social media powered movement that is changing the way consumers interact with the fitness industry. In just over a year, order capsule this Australian trainer and health coach has employed the ultimate in social media integration and as a result, purchase seek her company, treat The Bikini Body Training Company, has grown at an outrageously rapid speed. From passion project to full fledged, multi-national empire, The Bikini Body Company has been able to translate testimonials from its training and nutrition guide disciples into upwards of 3 million followers across social media platforms. “I strive to focus my account on the inspirational transformations of my clients, rather than it always being about me and my life. Relatable and engaging content is fundamental for the continued growth and a loved social media account”, Kayla says of her social media presence. In return, new followers are continually purchasing the Bikini Body Guide, to work toward the same results for themselves. Kayla and her partner, Tobi, have created an organic cycle that starts with motivation by proven results and rounds out with hoards of new clients, who contribute to the testimonial driven community and keep the company growing quickly and consistently.
Born out of a serious need Kayla noticed in the fitness world, The Bikini Body Company offers a 12-week diet and fitness regimen that promises the three main result most women seek–smaller inner thighs, toned arms and flat tummies. After graduating from a personal training program and taking a job at a women’s training facility in Adelaide, Australia, Kayla was confronted with the harsh reality that the methods she was instructed to teach weren’t actually helping women in the ways she’d imagined. Of the impetus behind starting her business, Kayla says, “The biggest challenge was ensuring that from a business perspective, I was focusing on a particular audience: females who want to feel confident for the long term. It’s so important to listen to exactly what your clients want and create a product or service that directly relates to their needs in order for them to feel happy, satisfied and confident.”
So began her journey to remedy this deficiency and after doing tons of research and developing exercises and meal plans, The Bikini Body Company was born in January 2014. At just 23-years-old, Kayla has built an empire that she has now expanded into branded products and the “Kayla Istines Bootcamp World Tour”, which will land stateside in June 2015.
Kayla represents a truly special kind of young entrepreneur. For Kayla, it’s just her way of thinking. “I have always had a passion and drive to fulfil my own goals and dreams. Helping people is something that I have and will always work hard towards”, she shared. Millennials face a unique challenge, though: they’ve been wired to believe that hard work and dedication will ensure they achieve their goals and while there’s no doubt this old adage is mostly true, many of the public figures who have been hoisted to role model status are only showcasing the lavish vacations and nice cars that have resulted from their years of hustling. They’re largely selling a destination, rather than a journey and many young people are missing one very important aspect: the work involved. Working tirelessly is an integral part of starting any business, as well as achieving fitness goals. Of the differences between her company and others, Kayla says,”The biggest difference [with my company] is that I advocate a healthy and maintainable lifestyle which is not a quick fix or a fad. I never guarantee anything unless the client is willing to work hard.” Kayla’s transparency with regard to both of these arenas and her ability to let the results of her program nurture the growth of her company exemplifies her contribution to the changing landscape entrepreneurs now work within. She is helping to transform business, body, mind and spirit.