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BBG” and Uncovering the Community Behind It

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BBG” and Uncovering the Community Behind It KAYLA ITSINES’ “BIKINI BODY GUIDE” Exploring “BBG” and uncovering the community behind it https://edge.alluremedia.com.au/uploads/businessinsider/2016/10/Kayla-Itsines-810.jpg https://i.pinimg.com/736x/56/c1/34/56c134fc5d01a3649f9d451bd0f734db--tours-itsines-kayla.jpg ABOUT “BIKINI BODY GUIDE” ➤ “Bikini Body Guide,” or “BBG,” was created by Kayla Itsines and Tobi Pearce in 2012. ➤ Workouts are 28 minutes long on MWF, with each day focusing on arms, legs, abs, or full body. The participant engages in four rounds of circuit exercises that work on resistance. ➤ TTH, participants are instructed to do cardio for 35 minutes at low resistance, as well as time for stretching. ➤ The target age for participants is 16-25 year olds. ➤ The workouts can be completed at home or at the gym. Example of what the guide looks like http://www.anverelle.com/wp-content/uploads/2015/09/FullSizeRender-2.jpg LETS TALK MONEY ➤ The “Bikini Body Guide” 12 Week Workout sells for $53.60USD. ➤ The SWEAT app that accompanies the workout and allows you to join the “BBG Community” is $19.99USD monthly. ➤ The SWEAT app generated more revenue in 2016 than Nike+ and Under Armour’s MyFitnessPal. https://www.istockphoto.com/photo/golden-dollar-signs-raining-with-white-background-gm466240661-33603424?esource=SEO_GIS_CDN_Redirect SCOPE OF IMPACT (REACH) ➤ At a meet up in NYC in 2016, Pearce reported that over 25 million women from around the world had used the guides. This number has undoubtedly grown since. ➤ Kayla Itsines’ uses her social media platforms entirely to promote her workout routines and showcase her client’s results. Kayla’s Personal Following Instagram: 8 Million Followers Twitter: 427.8K Followers Facebook: 16 Million Followers Total: 24.4 Million Followers As popularity rose, women began to form “BBG Communities” with other women who were doing the program. Itsines’ has now incorporated it into her website, social media, and app. http://www.anverelle.com/wp-content/uploads/2015/09/KaylaItsines_22_03_125_0085.ashx_.jpeg THE “BBG COMMUNITY” “BBG Groups allow members of the BBG Community to come together and find other like minded individuals all around the world. With BBG Groups you can find other members of the Community in your area or with similar goals for a healthy lifestyle.” -Kayla Itsines https://i.pinimg.com/736x/a3/ca/0c/a3ca0c795fe01343aa2e79c22ed10825--kayla-itsines-studio.jpg THE COMMUNITY: WHAT IS IT? The “BBG community” and groups are for women who are doing Itsines’ guide. When you join a community, you can ask questions, meet up, provide support, find new friends, or simply be in communion with similar interests. On kaylaitsines.com, the website where everything “BBG” related is, there is a page called “Community.” Here, women can find their relevant community page linked to Facebook, or Instagram. From Norway, to Barcelona, Slovenia, London, Munich, and all across the United States, there is a page for a community. Kayla also hosts events around the world in big cities such as LA, New York, Sydney, and London. Women from across the world flock to these events to spend an hour working out with Itsines and meeting their fellow community members. http://www.whaelse.com/wp-content/uploads/2016/02/Kayla_3-1200x820.jpg JUST A PORTION OF “BBG COMMUNITY” GROUPS! The BBG Community is made up of women from around the world. From https://www.kaylaitsines.com/pages/bbgcommunity “BBG COMMUNITY” MEET UPS AROUND THE WORLD SINGAPORE http://caligirlgetsfit.com/wp-content/uploads/2015/09/bbg-meetup-in-san-francisco-6502.jpg https://barefacefettle.files.wordpress.com/2017/04/bbg8-2.jpg?w=792 https://i.ytimg.com/vi/uVSkTCxaWK8/maxresdefault.jpg http://i.vimeocdn.com/video/535939182_1280x720.jpg Itsines’ has also put together a forum through her SWEAT app where users can post concerns or questions, and other users can respond. HTTPS://FORUM.SWEAT.COM HOW DID THIS ALL BECOME POSSIBLE? “BBG,” and online workouts in general are so alluring for three main reasons: ➤ Convenience: “BBG” is perfect for the overly stressed, low on free time American culture of today. “BBG” is available on generally any device that can connect to the internet, and the movements are designed using minimal equipment and time so that users can complete the workout anywhere. This means the hassle of booking an appointment with a personal trainer or driving to the gym is eliminated. With online capabilities, you can do the workout at home, the park, anywhere, at whatever time you please. Megan Symth, founder and CEO of FitReserve reiterated this idea saying: “Millennials don't want to be tied down. Its a spontaneous demographic.” Bottom line, in a world where everyone wants things faster, quicker and easier, “BBG” provides all of the above. ➤ Cost: In BBG’s case, the 12 week workout is a one time payment of less than $55USD. 3 months of a gym membership is sure to cost more than this. ➤ Variety: Just under the Apple’s App store “Preview”, there are over 230 options under the “Health and Fitness” category. Nobody has this sort of variety when picking a gym in their hometown. What’s more, each App varies in what it offers, giving the consumer the ability to pick just what they want out of the app they choose to download. Once downloaded, you can pick what you want to do and how much you want to do. The variety offered is simply unparalleled. The SWEAT app has found what women want, and catered it straight to them to stand out, yet is still varied in itself. It offers a range of exercises and allows for women to choose what to do. CONNECTING TO CLASS CONCEPTS “BBG” fits under two of Chamber’s concepts of domestication: objectification and incorporation. ➤ Objectification is the way the technology is used & the way it is placed in the home. ➤ Incorporation is the temporal routines & everyday rituals surrounding it. “BBG,” if followed correctly is meant to be used daily. Women who are committed to “BBG” are therefore using the guide daily and most likely connecting with their “Community” daily as well. Most women choose to perform these rituals in their home, reshaping their living room or garage to make room for a yoga mat. “BBG” fits under the social construction theory because with this online workout app, social processes influence the technology. The social need for time flexibility, and workouts that can be done nearly anywhere, are two of the characteristics that are incorporated into the app. The social aspect that one would have gotten at a regular gym is fulfilled through this app with the “BBG Community.” SUMMARY & NEXT STEP IN THE PROJECT ➤ “BBG” is a worldwide online workout guide that has amassed a huge following and created the space for women to come together in communication. It has reached the objectification and incorporation stages of Chandler’s concepts of domestication, and fits under the social construct theory. ➤ Next, we will look at the research behind online workout guides and exercising in communion. https://ih0.redbubble.net/image.53600874.8508/st%2Csmall%2C215x235-pad%2C210x230%2Cf8f8f8.lite-1u1.jpg Works Cited “BBG Community.” Kayla Itsines, www.kaylaitsines.com/pages/ bbgcommunity. Kimmorley, Sarah. “Kayla Itsines is worth a whopping $46 million.” Business Insider Australia, 27 Oct. 2016, www.businessinsider.com.au/ kayla-itsines-is-worth-a-whopping-46-million-2016-10. Suddath, Claire. “The Bikini Body Cult of Kayla Itsines.” Bloomberg.com, Bloomberg, 7 July 2016, www.bloomberg.com/features/ 2016-cult-of-kayla/. “ITunes.” Health & Fitness - App Store Downloads on iTunes, itunes.apple.com/us/genre/ios-health-fitness/id6013?mt=8..
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