Let’s look at the stats. Over 70,000 followers on YouTube, 248K followers on Twitter, almost 3 million likes on Facebook and 3.8 million followers on Instagram. That’s some following! So the big questions are who is Kayla (if you don’t already know!), what does she offer and how has she created this cult-like following?
Kayla is a healthy living enthusiast and all round babe from Australia. She trained to be a PT when she was about 18 years old, and now, at only 24, has a hugely successful business which reaches women across the world.
Kayla is the brains behind 12 week Bikini Body Guides, or as some might know it #BBG. Her guides include easy to follow exercise routines which you can fit into a busy schedule – as t’s only 30 mins long – using minimal equipment (perfect to do on your kitchen floor … trust me, I’ve tried!). As a nutritionist and a PT in training, naturally I had to take a closer look at the guides. I was impressed: you certainly get good “bang for your buck”. The guides are educational as well as prescriptive, so people can make it a way of life instead of a short term fad – but you have to put the work in!
Social media has been critical to the success of Kayla’s business. Shortly after developing her business, Kayla decided she needed a way of reaching more women, so along came Instagram and Facebook … and the #BBG movement was born.
These social media platforms are a place that Kayla shares her healthy eating tips and workout vids. But I think more critical than this, it allowed her to share her client’s transformations from the 12 week programme (the classic “before and after” shots). These transformations create interest in women looking for a lifestyle change (i.e. potential new clients) but also create a massive sense of achievement and pride in the women that have been on this journey (i.e. brand advocates).
Social media has enabled Kayla to impact the lives of women across the world. Not only that, but it has created a huge community of women who inspire, motivate and support one another on their journey to healthier living … Spice Girls watch out – Kayla is rocking Girl Power.
Other than social media, I think credit has to go to Kayla for living and breathing her brand. She helps women believe that having a bikini body isn’t just about the way you look – it is a state of mind; a way of feeling confident and feeling good about who you are. Yes Kayla has a body to die for, but she is a firm believer that every body is different, and you should be proud to own yours.
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