It is hard to scroll through Instagram without seeing that familiar "BBG" hashtag or a video of someone doing burpees in an Adelaide backyard. But while most people know Kayla Itsines as the face of the Bikini Body Guides, the actual story behind her bank account is a wild ride of tech acquisitions, massive buybacks, and savvy real estate plays.
When we talk about the net worth Kayla Itsines has built, we aren't just talking about sponsored posts or fitness ebooks. We are looking at a multi-million dollar empire that has survived a messy breakup, a corporate acquisition by a US giant, and a dramatic "I’m taking the business back" moment that shocked the industry in late 2023.
The Sweat App Numbers: Fact vs. Fiction
Honestly, tracking Kayla's wealth is kinda tricky because the numbers reported often get tangled up with her business partner and ex-fiancé, Tobi Pearce. Back in 2021, the world watched as they sold their Sweat app to the US fitness company iFIT.
Initial reports were screaming about a $400 million payday.
Actually, the real paperwork told a different story. Financial filings later revealed the deal was closer to $150 million to $200 million USD. It wasn't all cash either; it was a mix of $37.5 million in cash, some stock, and "deferred consideration." Basically, a huge chunk of that money was tied to the company hitting certain goals or going public—which never actually happened.
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What is Kayla Itsines worth in 2026?
Today, most reputable financial trackers and wealth lists, including the Australian Financial Review and Forbes Australia, estimate her personal net worth to be around $165 million to $170 million USD.
That is roughly $250 million in Australian dollars.
It’s a massive sum for someone who started by posting "before and after" photos of her clients because she didn't even know what an Instagram follower was back in 2013.
The Bold Move: Buying Back the Empire
In a move that felt very "power player," Kayla and Tobi decided to buy Sweat back from iFIT in late 2023. Why? Because the corporate machine was struggling. iFIT had shifted focus back to hardware (think treadmills and bikes), and Sweat—a software-first community—was getting lost in the shuffle.
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By reclaiming ownership, Kayla didn't just get her brand back; she regained control over the "rivers of gold" the app produces. Even during a "down" year, the app has been known to rake in upwards of $70 million to $99 million in annual revenue.
Beyond the App: Real Estate and Daily Earnings
Kayla doesn't just let her money sit in a savings account. She’s been making some serious moves in the Adelaide property market.
- The Malvern Record: In 2024, she sold her 1920s-style home in Malvern for $7.375 million.
- The Profit: She reportedly made about $3.5 million in pure profit on that single sale.
- Portfolio: She still holds significant residential and commercial interests in South Australia, which act as a safety net outside of the volatile tech world.
You've also got to consider her daily "passive" income. Even if she never filmed another workout, her social media presence is a literal ATM. With over 15 million followers on Instagram alone, she can easily command between $30,000 and $50,000 per sponsored post.
Why Her Wealth Actually Matters
A lot of people think fitness influencers are a flash in the pan. Kayla Itsines is different because she moved from "influencer" to "founder" early. She didn't just sell tea or leggings; she sold a methodology that women actually used.
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The net worth Kayla Itsines commands today is a result of diversification. She has:
- Subscription Revenue: Recurring monthly fees from hundreds of thousands of Sweat users.
- Product Lines: Equipment, books, and merchandise.
- Real Estate: High-value property flips and holdings.
- Equity: Total ownership of a global brand that she bought back at what was likely a "discounted" price compared to the 2021 valuation.
It’s also worth noting her personal life has influenced her business growth. Since having her second child, Jax, she pivoted to include postpartum and pregnancy programs. This wasn't just a lifestyle choice—it was a smart business move that captured a whole new demographic of "moms with money" who were aging out of the original BBG guides.
Actionable Insights for the Aspiring Entrepreneur
If you're looking at Kayla’s $170 million and wondering how to apply her "blueprint" to your own life, here is what actually worked for her:
- Own your platform: Kayla didn't stay on Instagram. She moved her audience to her own app (Sweat) where she controlled the data and the billing.
- Don't be afraid to pivot: When the iFIT deal wasn't serving the brand anymore, she had the liquid capital and the guts to buy her company back.
- Focus on community, not just sales: The "Sweat Community" is a cult-like following that provides free marketing through word-of-mouth, which is way more valuable than paid ads.
- Diversify into "Hard Assets": Follow her lead by putting your high-risk business profits into low-risk real estate.
The story of Kayla Itsines is less about "fitness" and more about the transition from a personal brand to a scalable tech company. While the $400 million headlines were a bit of an exaggeration, the reality of her $170 million fortune is arguably more impressive because she owns the whole thing again.
To stay updated on the shifting landscape of creator-led businesses, you can track the annual Rich List updates from the Australian Financial Review, which remains the gold standard for verifying these types of self-made fortunes.
Next Steps for You:
If you are managing your own business finances, look at your "platform risk." Are you too dependent on a single social media algorithm? Consider how you can transition your followers into a platform you own, much like the Sweat app did for Kayla.