iFit set to launch in Aus, acquires Sweat by Kayla for $400 MILLION
Home gyms are all the rage, especially in the COVID era. The good news is that with iFit, you can travel to places like Mount Everest and work out at the same time.
Sweat by Kayla Itsines has just been acquired by US-based iFit for a mammoth $400 MILLION.
The 43-year-old company offers a fitness app as well as at-home gym equipment with on-demand studio classes and guided workouts set in global destinations. And now, Sweat by Kayla is joining the family as a standalone brand.
“Sweat has had an incredible journey from our humble beginnings training women one-on-one in my Adelaide backyard to launching the Sweat App in 2015 to now joining the iFIT family,” Itsines said.
“Sweat was founded on our simple belief that fitness can genuinely help women improve their confidence, health and quality of life.”
If you’re worried our fave fitness gal might disappear, not to worry. SWEAT will remain as a standalone brand within the iFit family and Itsines will stay on in her role as co-founder and trainer. Content will diversify further into cardio and equipment-based workouts in the coming months.
iFit is the latest at-home fitness craze to make it to Australia from the United States. It’s unique because you can trek Mount Everest Base Camp, cycle the Tour de France, and even run through jungles in Thailand among thousands of virtual workouts, workouts based in 51 countries across all seven continents.
The company’s commitment to quality content is pretty astounding.
According to an article in Forbes, it took three fitness trainers and a 39-person film crew to put together the Base Camp climb. It was live-streamed to more than a million subscribers around the world and part of an 18-episode series of virtual workouts filmed in Nepal.
Within iFit’s offering is the app, the NordicTrack collection of treadmills, bikes, incline trainer, elliptical, climber or rower; the ProForm treadmill, bike; and two fitness mirrors Vue and Vault.
“For some time, I’ve been saying that the Australian market presents a tremendous business opportunity. Australians are passionate about sport and fitness and now with the growth of home fitness, there’s no better time to offer the best-in-class experience,” says IFIT’s Australasian General Manager, Clayton Scott.