Kayla Itsines, one of the most well-known fitness influencers in the world, recently took to TikTok to express her frustrations with the increasing presence of glute-focused social media content in the fitness industry. She argued that the industry has become overly sexualised, noting that she doesn’t want to see certain content while having her morning coffee – specific angles of filming glute workouts. But here’s the problem: Itsines built her empire on the very same aesthetic-driven ideals she’s now criticising, yet somehow fails to see the contradiction. Is it ignorance? Or is she just that out of touch with reality? The irony is just too much.
Kayla’s Hypocrisy Runs Deep
Itsines’ brand was originally Bikini Body Guide (BBG)—a name that, in itself, reinforced the idea that women should pursue a specific, smaller, and more conventionally “acceptable” body type. Her programs encouraged caloric restriction and focused on transforming women’s bodies to fit a specific beauty ideal. Rebranding doesn’t erase the past. The impact of years spent marketing and profiting from body dissatisfaction doesn’t just disappear because of a name change. It’s really no surprise that so many women are speaking up about how damaging her business (now named Sweat) was to their mental health and sense of worth by pushing them to shrink their bodies under her guidance.
BBG had previously heavily relied on before-and-after photos as a marketing tool, emphasizing the aesthetic rewards of her programs. Whilst now her business isn’t so focused on that type of marketing, it’s still marketed towards women’s insecurities. Whether it’s hyper-sexualized imagery, traditional weight loss marketing, or promoting a strong and toned aesthetic, they all rely on the idea that a woman’s body needs to be improved—and that she should feel dissatisfied with it until it meets an external standard. Kayla’s business has always been part of the problem.
A Confused and Convenient Critique
What does she mean when she says the fitness industry is too sexualized? Is she referring to angles that highlight glutes? The presence of revealing activewear? The suggestion that these images exist for the male gaze?
If her concern is about the sexualisation of women’s bodies, shouldn’t we be questioning the entire system that tells women they need to look a certain way in the first place, rather than attacking other women for how they are operating within that system? The diet and fitness industries profit from women believing they need to change their bodies—whether it’s to be smaller, more toned, or, in this case, to have a perfectly sculpted bum. It’s not about whether a woman takes a photo at a certain angle; it’s about the broader issue that women’s bodies are constantly being evaluated, “improved”, and repackaged for consumption.
Kayla still sells the same body-centered aspirations—just repackaged with softer messaging. If the fitness industry is ‘too sexualised,’ is it only a problem when it doesn’t align with her version of the ideal female body? Or only when it surpasses what she determines as the line for overtly sexual? Whether it’s achieving a “bikini body” or subtly toning and shaping, the underlying message remains: women’s bodies should be a project to work on. And if we’re going to critique the industry, that’s where the focus should be.
The Bigger Picture: Women Deserve to Make Their Own Choices
If Itsines were truly reflecting on her role in the fitness industry and how it affects women, she could have taken a completely different approach. Instead of condemning other content creators, she could have acknowledged that women should have the freedom to present their bodies however they choose—whether that means embracing their curves, wearing revealing activewear, or simply existing without scrutiny.
This could have been an opportunity for growth. She could have said, “I realize I’ve contributed to body ideals in the past, and I want to be more thoughtful about how I engage with the fitness industry moving forward.” Instead, she doubled down on a message that shames women for presenting their bodies in a way she doesn’t approve of, while failing to acknowledge that her own business still profits from body dissatisfaction.
A Moment for Reflection
Considering how we participate in fitness, social media and the intersection of the two is murky business. This isn’t about criticising participation in exercise, nor is it about shaming people who want to modify their appearance, or celebrating the sexual desirability of bodies. The real question is: To what extent are we performing our appearance for the approval of others? And what impact does that have on how we feel about ourselves? There’s no right or wrong answer here—but it’s worth sitting with the discomfort and asking, Am I doing this for me, or because I’ve been told I should?
Kayla’s Missed Opportunity for Accountability
Kayla Itsines’ TikTok rant was a perfect opportunity to address the real problem with the fitness industry—the way it makes women feel like their bodies are projects to be fixed, either through weight loss or aesthetic “improvements.” Instead, she made a performative, tone-deaf complaint that ignores her own complicity in shaping the exact industry she’s now trying to call out., without acknowledging her own role in shaping the industry she’s now critiquing.
If she wants to talk about body image and the messages we send to young girls, she needs to start with herself. She needs to ask: How has my business contributed to these harmful standards? How can I shift my messaging to promote true self-acceptance rather than continued body modification? That’s the real conversation worth having.
Call to Action: If you’re feeling overwhelmed by the constant messages telling you to change your body—whether it’s through weight loss, muscle tone, or achieving a certain aesthetic—you’re not alone. Real self-acceptance comes from rejecting these harmful standards and embracing the body you have now, not the one diet culture tells you to chase. Let’s challenge these narratives together.
0 comments