Kayla Itsines’ fitness app takes $80 million hit in first year after sale

·

Fitness app SWEAT has gone into an $80 million loss in its first year under foreign ownership after being sold by South Australian fitness trainer, Kayla Itsines, in 2021.

Itsines, alongside ex-fiance Tobi Pearce, sold the global health and fitness app to US-based tech giant, iFIT, in July 2021 for $400 million.

Itsines and Pearce continued in their existing roles at SWEAT with the company headquarters remaining in Adelaide, SA.

The pair became globally recognised when their workout e-book, Bikini-body Guide, shot to popularity in 2014 and soon after SWEAT was launched in 2015.

At the time of selling the fitness app to iFIT, based in north Salt Lake City in Utah, it had been downloaded more than 30 million times and generated $99.5 million in revenue.

SWEAT was booming when gyms and sports centers were closed during the COVID-19 pandemic, due to offering home workouts and fitness programs globally. However, as COVID-19 restrictions eased and people were heading back to the gym, SWEAT has faced a decline in revenue. 

SWEAT reported an $85 million loss in the 11 months to May 2021. 

According to The Advertiser, Itsines announced in November that more than 30 staff would be laid off at SWEAT’s headquarters in Adelaide, reducing the numbers from 100 when it was at its peak in 2021.

A SWEAT spokesperson said the company had been “repositioned and right-sized” to cater to customers who were increasingly combining home workouts with in-gym exercise.

“The decrease in revenue is due to increased competition in the market and follows the same trend as the major players in the digital fitness industry,” the spokesperson told The Australian

“In addition, there is no indication the future operating cashflows of the business will be negative for the next period based on management’s best estimate.”

According to financial statements, iFIT have paid out Itsines and Pearce $119.6 million in cash, shares and incentive-based payments to date.

The Greek Australian fitness trainer remains the face of SWEAT and is involved in the business. The SWEAT app was sold with the promise of continual investment in the brand, training content, and the brand’s online presence in key international markets.

Source: The Australian.

Advertisement

Share:

KEEP UP TO DATE WITH TGH

By subscribing you accept our Terms of Service and Privacy Policy.

Advertisement

Latest News

Historic ties remembered as Greece’s Evzones march in Adelaide’s ANZAC Day parade

During a Dawn Service at West Torrens on Friday, April 25, the Evzones stood guard alongside Australian army battalion in remembrance.

Greek glamour meets Aussie pop: Inside the colourful universe of Stavroula Adameitis

Adelaide-born designer Stavroula Adameitis is a creator of bespoke pieces that she describes as ‘wearable art.’

Melbourne seminar to focus on the odyssey of Michel ‘Pablo’ Raptis

Michel Pablo was a twentieth century revolutionary whose life and ideas remain relevant and inspirational until today.

Lawyer Greg Masselos warns NSW workers’ comp changes could devastate frontline workers

Greg Masselos has warned that proposed changes by the NSW government to raise the threshold for claims could have devastating consequences.

Niki Louca shares how to make Focaccia Bread

Niki Louca from My Greek Kitchen shares her favourite recipe for pita bread with The Greek Herald. You can follow her on Instagram.

You May Also Like

Labor MPs Neumann, Georganas honour Australian forces who fought to defend Greece

Shadow Minister for Veterans’ Affairs Shayne Neumann and Member for Adelaide Steve Georganas mark 80 Years since Allied Campaign in Greece.

Plaque unveiling at Greek Community Home for the Aged honours the late Michael Galanakis

A plaque in honour of the late Michael Galanakis was unveiled at the Greek Community Home for the Aged in Earlwood, Sydney on Thursday.

It’s official: Marrickville Rd Precinct to be renamed as ‘Little Greece’

The Inner West Council voted last night to officially rename the Marrickville Rd Precinct as 'Little Greece'.