Women around the world are obsessed with Kayla Itsines, an Instagram-famous fitness trainer from Australia.
Itsines has managed to cultivate what devoted fans call an "Army" with her lucrative Bikini Body Guide business. They will fill a venue, packed tightly like sweaty sardines, to exercise in the presence of their famous trainer.
The core of her business is a series of PDFs (and now, a sometimes-criticized app) that come complete with a 12-week workout plan and a nutrition manual.
But the real gem of her branding is her viral Instagram account, with over 5 million followers. It's an amalgam of social media-friendly platitudes, photos of her enviable abs, some of her colorful meals, and — most notably — striking before-and-after photos of her "girls" who have taken on the her workout plan and lived to show the results. It works, the photos say, seducing you with every visible muscle line. Try this. Get sick, sick abs. Come, join the army!