There’s “trouble at mill” for Sweat, the Australian-born fitness app that turned squats into a juggernaut empire that quickly became one of the world’s top apps, raking in millions. These days, the once the poster child for digital fitness appears to have some internal strife.
But first, some background. The Sweat app exploded onto the scene in 2015 with the force of a kettlebell through drywall. Founded by Aussie fitness influencer Kayla Itsines and then-partner Tobi Pearce, the app was built off the back of Itsines’ Bikini Body Guide (BBG), a set of downloadable PDFs that gained a cult-like following among women looking for structure, results, and a killer glute circuit.
It worked. Sweat quickly evolved into a full-blown fitness empire with custom meal plans, progressive workouts, and a highly engaged global community. The numbers speak for themselves: over 30 million downloads and annual revenue pushing into nine figures. It was even acquired by iFit in a $300 million deal before being reacquired by Itsines and Pearce in 2023.
But lately, the once-polished surface of Sweat has started to show signs of wear.
On June 1, 2025, founding trainer Kelsey Wells announced her sudden departure after nearly nine years. Her PWR program had become one of the app’s flagship offerings, especially for women focused on strength training. Her farewell message was professional but cool. As reported by news.com.au, Wells wrote:
“To the others I have worked with — thank you, too. For (however unintentionally) helping me learn hard truths and creating opportunity for me to grow.”
She made no mention of Kayla Itsines. For long-time followers, the omission said more than words could.
Wells joins a growing list of high-profile trainers who’ve walked away from the platform. Chontel Duncan, Stephanie Sanzo, Sara Colquhoun, and Cass Olholm have all exited, some quietly, others not so much. Olholm even took Sweat to court over a non-compete clause after launching her own app—and won.
At the same time, users have voiced frustrations about pricing, clunky tech, and poor customer support. From billing errors to buggy workouts that crash mid-set, the app has struggled to maintain the user experience it was once praised for.
Sweat’s early branding is also under a harsher spotlight now. The phrase “bikini body” hasn’t aged well, and while Itsines has since shifted focus toward strength and confidence, critics argue that the original marketing leaned too hard on aesthetics. That legacy still lingers.
Despite the drama, Sweat is still standing strong. It boasts a vast content library, a loyal community, and some of the best programs in women’s fitness. But to stay relevant in a shifting industry, the platform may need more than fresh workouts. It needs fresh thinking.
Whatever comes next—whether it’s a pivot, a reboot, or a full rebrand—their next set needs to be their strongest yet.
