Fitness Creator Kayla Itsines draws headlines and backlash over gym comments

Fitness Creator Kayla Itsines is one of Australia's most prominent creators, with over 15 million followers on Instagram. But a video over the weekend taking aim at the "sexualisation of the fitness industry" has sparked headlines, a social backlash, and seen Itsines take down the original video.

The video, which is now available elsewhere including on news websites, sees Itsines take aim at women doing weighted squats in the gym, saying: "This angle which people are filming from ... which is not what I want to see when I'm having my morning coffee. I know that particular angle gets likes and engagement and I know you want to advertise your booty program but for me, I think it's because I have a daughter and she's sitting next to me and I don't want her looking at another girl from that angle."

The creator who has built her brand as co-founder of the Sweat app has been accused of hypocrisy by followers. Itsines is a co-founder of the Sweat app and often posts images of her workouts.

Her audience on both Instagram and TikTok is predominantly women in the US and Australia.

On TikTok, many followers have responded by posting videos of their routines with the audio of Itsines comments in what Network 10 is calling a "clap black". The controversy has also been picked up across News Corp's tabloids.

To date Itsines has not responded to the backlash.