The fitness mogul and her husband, Jae Woodroffe, are behind a new training app – this time, with dogs.
Kayla Itsines made headlines late last year for buying back her fitness empire, Sweat, from US exercise equipment giant iFIT. But the entrepreneur has revealed she’s got a new venture, one she’s built with husband Jae Woodroffe and friend Leedor Borlant.
“Jae’s best friend [Borlant] is one of the world’s best dog trainers,” Itsines told Forbes Australia in an interview earlier this year. “We’re getting into working with dogs. We both love our dogs, so we’ve developed an app to help train them.”
The app, called Dogit, which is available via the App Store, offers a library of instructional videos covering obedience training, basic commands and correcting behavioural issues. It also aims to gamify training for users to track their dog’s progress. There’s a partner shop, which offers dog accessories endorsed by Woodroffe and Borlant, and gives users the opportunity to share their dogs’ achievements with Dogit’s community.
“We have fun. We both love animals so much,” Itsines says. “We’re very much out of the fitness space there. There’s human training, and dog training.” The app, which offers three subscription options ($14.99 per week, $39.99 per month or $299.99 per year), has soft launched, with about 14,000 followers on Instagram.
But Itsines likes to keep busy. In January she released a book, Reboot with Kayla, which publisher Penguin Books says is an “all-in-one toolkit for kickstarting your health and fitness”.
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Her other passion is property. Itsines and Pearce owe a chunk of their fortune to a property portfolio they amassed together. Pearce, now the co-founder and CEO of driving instructor marketplace EzLicence, just snapped up a $7.3 million Gold Coast mansion where he lives with his fiancé – and fitness app owner – Rachel Dillon, setting a property price record for the suburb of Mermaid Waters.
Itsines, who currently owns a sprawling near 4,000-square-metre home in Adelaide’s prestigious suburb of Malvern, plans to bolster her portfolio with Woodroffe. “We flip houses a lot,” she says. “We’ve got a big Adelaide renovation project happening at the moment that I’ve come back to look at.”
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