Fitness content is more popular than ever, but has it crossed a line? Australian fitness star Kayla Itsines thinks so. The co-creator of the SWEAT fitness app says she is fed up with the way fitness videos have evolved, claiming they have become “too sexualized.” As a mum of two, she finds it uncomfortable to scroll through her feed, only to see videos focusing more on body angles than actual workouts.
She believes many fitness influencers prioritize views over value, filming from suggestive angles under the guise of “glute workouts.” While she understands that booty workouts attract engagement, she feels it is unnecessary and doesn’t want her children exposed to that kind of content.
The Rise of ‘Sexualized’ Fitness Content
Scrolling through social media, it is hard to ignore how fitness content has shifted. Many influencers film their workouts with a focus on their lower bodies, showcasing angles that seem more about aesthetics than actual fitness.
Itsines sees this trend as a tactic for likes and views, rather than a genuine attempt to promote strength and health.
Kayla / IG / Many Aussies agree with the mum-of-two that the fitness industry has become "too sexualized" and "it is everywhere."
She admits that if she didn’t have kids, she might not be as concerned. But now, as a role model for women, she wants to set a better example. She is tired of constantly seeing hyper-sexualized fitness videos, especially when her young daughter is sitting beside her.
Fitness Community Weighs In
Itsines’ comments have sparked debate within the fitness industry. Many of her followers agree, saying they have noticed how sexualized fitness content has become. Some believe these suggestive workout videos do nothing to inspire fitness goals and instead contribute to an unrealistic and objectifying standard.
One common complaint is that these trendy fitness videos distract from real progress. People looking for genuine workout guidance say they feel overwhelmed by the amount of body-focused content designed to grab attention rather than educate or motivate.
Is Kayla Itsines Part of the Problem?
Not everyone agrees with Itsines’ stance. Some have pointed out that she regularly posts workout videos in form-fitting activewear, showcasing her abs and toned body. Critics argue that this could also be seen as a form of fitness sexualization. Even if her content is not as provocative as some of the videos she criticizes.
This raises a bigger question: Where do we draw the line? Is wearing stylish, tight workout gear in videos part of promoting fitness, or does it contribute to the same issue Itsines is speaking out against? While many support her push for less sexualized fitness content, others argue that social media has always rewarded aesthetics, making it nearly impossible to separate fitness from physical appearance.
Experts Weigh In on the Impact
Psychologists and fitness experts worry that this shift in fitness content may negatively affect young audiences. When people, especially young girls, constantly see fitness represented in a hyper-sexualized way, it can send the message that their value comes from how they look rather than what their bodies can do.
Kayla / IG / Experts argue that fitness should be about strength, health, and confidence, not about posing for engagement.
They believe influencers have a responsibility to create content that inspires healthy habits rather than reinforcing unrealistic beauty standards.
Social Media and Personal Responsibility Play Pivotal Role
Social media thrives on engagement and trends. So, it is no surprise that suggestive fitness videos continue to dominate feeds. However, many people feel it is up to individuals to curate what they consume. Some argue that parents should monitor their children’s content and teach them the difference between genuine fitness content and content designed for views.
Others believe that the fitness industry itself needs to do better. They argue that fitness professionals should focus more on functional training, educational workouts, and realistic health goals rather than aesthetic-driven content that prioritizes looks over results.