Kayla Itsines reveals unexpected side businesses including dog-training app and commercial property holdings

Kayla Itsines, the Australian fitness entrepreneur best known for her Bikini Body Guide and the Sweat app, has disclosed a series of lesser-known businesses that expand her interests beyond workout programs and digital fitness.

In a street interview with Get Ahead App near her Gold Coast home, the 34-year-old said she co-founded a dog-training app called Dogit, owns commercial real estate including petrol stations and medical centres, holds residential investments and is preparing to launch a health supplement brand. She also reaffirmed her role as the driving force behind Sweat after buying the business back from US fitness company iFIT late last year.

Itsines said Dogit, which launched in 2024, was developed with her husband, Jae Woodroffe, and his friend Leedor Borlant, a dog trainer. The app provides a library of training videos on obedience, commands and behavioural issues, includes progress-tracking features and offers an integrated shop for accessories. Itsines described the product as a response to a personal interest in dog ownership and training.

Her disclosure adds detail to a business portfolio that extends beyond the fitness sector. Itsines told the interviewers that her commercial real estate holdings encompass petrol stations and medical centres in addition to residential property, and she said the planned supplement line will be supported by industry professionals.

Itsines rose to prominence more than a decade ago after selling an e-book, the Bikini Body Guide, which she said she initially expected few people to buy. She recalled running in-person sessions in her parents' backyard for $30 per 30-minute session early in her career. The Sweat app later grew into a global subscription service and helped make Itsines a prominent figure in health and wellness entrepreneurship.

The entrepreneur has spoken previously about family reactions to her career choice. Coming from a Greek-Australian household, she said family members initially preferred more traditional professions and took about a decade to embrace her path in fitness.

Itsines' business moves have been recognized in financial rankings: she was listed at number 34 on the Australian Financial Review Young Rich List in 2024. That placement followed the repurchase of Sweat from iFIT, a transaction observers said reinforced her position as both a founder and an owner of the platform that bears her influence.

Itsines did not disclose financial details in the recent interview, including annual income or the value of her holdings. The new ventures underscore a diversification strategy that places digital products, consumer goods and real assets alongside the fitness programs that launched her career.

Analysts and market observers have cited its founder-led brand strategy and global subscription reach as factors that supported Sweat's prominence in the crowded digital fitness market. Itsines' expansion into adjacent consumer and property markets mirrors a broader trend of entrepreneurs leveraging brand recognition to enter new categories.

Itsines said she plans to continue expanding selectively and emphasized professional partnerships for new products. Her public statements indicate a shift from focusing solely on fitness content to building a multi-faceted business portfolio that includes technology, retail and property investments.