Kayla Itsines Speaks Out on the Over-Sexualization in the Fitness Industry

In recent years, the fitness industry has seen an increase in social media influencers sharing workout routines that focus more on appearance than performance. Kayla Itsines, an Australian fitness expert and co-creator of the SWEAT app, has openly criticized this trend.

She raised concerns about how some influencers use provocative angles and poses, particularly in glute exercises, to attract views. Itsines argues that this approach undermines the integrity of fitness content.

The Shift in Fitness Content

Kayla Itsines voiced her disappointment with how the fitness industry has shifted toward sexualizing workout content. She pointed out that many influencers now film their workouts from angles that highlight their bodies in ways designed to generate views, especially during glute-focused routines. For Itsines, this tactic sends the wrong message, distracting from the true purpose of fitness—health and strength.

Instagram | kayla_itsines | Itsines slams fitness influencers for sexualized workout videos, often highlighting their bodies for views.

Itsines is concerned that such content promotes unrealistic beauty standards, which detracts from the importance of physical fitness. She believes that workout videos should focus on the benefits of exercise, not just appearance.

The Impact on Young Viewers

As a mother of two, Itsines has become particularly vocal about how sexualized content impacts young audiences. In one of her videos, she shared her concerns about her daughter being exposed to such images. She explained, “I’m trying to set a good example for my kids. I don’t want them thinking that fitness is all about how you look.” Itsines clarified that while she respects others’ choices, she doesn’t want to be a part of the trend.

For Itsines, the issue goes beyond personal preference. She wants to set a positive example for the next generation. “If I didn’t have kids, I wouldn’t care as much, but as a mother, I want my daughter to see role models who focus on health instead of appearance,” she added.

Fitness Should Focus on Health, Not Appearance

The fitness community has long promoted health and well-being, but the shift toward prioritizing body image has raised questions. Some influencers focus on “booty workouts” and provocative poses, sharing these videos primarily to gain likes and comments. While these posts may attract attention, Itsines argues that they don’t contribute to the fitness journey of people aiming to improve their health.

According to Itsines, content focused solely on appearance promotes harmful thinking that values looks over the functional benefits of exercise. She believes fitness content should encourage strength, endurance, and overall well-being, rather than aim to attract attention.

Audience Reactions and Broader Concerns

The response from Itsines’ followers has been mixed. Many agree with her stance, stating they, too, find the sexualization of fitness content distasteful. Some followers noted that filming workouts in revealing ways feels more like entertainment than education.

Instagram | kayla_itsines | Itsines’ followers are divided on her stance against sexualized fitness content.

“It’s hard to take these workouts seriously when the focus is on showing off someone’s body, not on proper form or technique,” one follower commented. Others voiced concerns about how this content contributes to objectifying women and setting unrealistic standards of beauty.

However, some critics pointed out that Itsines herself wears tight-fitting activewear, which highlights her body. They argue that it can be difficult to draw a clear line between legitimate fitness content and content that crosses into sexualization.

Is the Fitness Industry Changing?

The debate over the sexualization of fitness content is ongoing, but many in the industry still believe fitness should focus on health and empowerment. Some experts argue that fitness influencers need to be mindful of the messages they send, especially given their influence on large audiences.

Itsines remains committed to helping women achieve their fitness goals through holistic and functional workouts. She encourages her followers to prioritize feeling strong and healthy over conforming to beauty standards set by social media.

The discussion sparked by Kayla Itsines highlights important challenges facing the fitness industry today. In a world where social media can blur the lines between entertainment and genuine wellness advice, influencers must consider the impact of their content. By shifting the focus back to health, strength, and self-love, the fitness industry can foster a more positive and inclusive environment.