Another season, another wardrobe and another diet to follow. It’s no surprise that with the change in seasons comes a plethora of new diet fads that crowd the female population. However, what happens when a diet plan becomes more than a seasonal trend? Or when community of empowered women seek for a better life? A revolution.
Like many college students, 24-year-old Samantha McRoberts struggled with developing a healthy (and lasting) lifestyle.
“I was raised in a home where the focus was on filling my plate with tasty comfort food — not healthy eats,” she says, “That’s probably why, by middle school, I hit 168 pounds, a weight that stuck for the next 12 years.”
Constantly bombarded by current diet trends and societal expectations, McRoberts confesses that in college her self-esteem hit an all-time low.
“I tried several diet and fitness regimens over the years, but I just couldn’t commit long enough to get lasting results.”
Upon finishing her graduate degree, McRoberts decided that to avoid detrimental health problems she needed to improve and manage her health. Due to popularity and social recognition, McRoberts decided to electronically download a 12-week fitness regime called the Bikini Body Guide, or better known as the BBG.
Designed by Australian native Kayla Itsines, the 12-week workout program is acclaimed for its intensity and efficiency. With each workout only being 28 minutes, Itsines advertises that anyone at any fitness level can participate.
“To me, a ‘bikini body’ is not a certain body weight, size or look,” Itsines says, “But rather a state where you are confident, healthy and feel good about yourself and body.”
Recalling her first BBG experience McRoberts says, “My first workout was a real struggle. I had to modify every single move and could only do about a third of the recommended reps. I was frustrated, but I kept telling myself that it was just 28 minutes a day.”
After completing her first 12 weeks of the program, McRoberts had dropped 16 pounds. Motivated to continue improving her health, she began her second round of the workout regime.
However, with the initial spark of the exercise plan beginning to dim, McRoberts felt unmotivated and decided to turn to fellow BBG members on social media platforms for support.
With nearly 300,000 followers on Instagram alone, the BBG community is commended for its uplifting messages and inspiring stories. McRoberts shares that the BBG society not only pushed her to her lowest weight of 138 pounds, but also introduced her to meaningful friendships.
Though the BBG program is innovative and practical, its overwhelming success is credited to its blogging and social media community.
Itsines heavily relies on earned media, free promotion instigated by customers, to foster her acclaimed brand. She asks BBG users to send in “before and after” pictures and psots customer success stories to social media accounts.
Not only is this public relations tactic free, but it also inspires BBG consumers to use the product and motivates them to engage with the brand.
Brooke Rosenlof, a student studying exercise and science at the University of Utah, says, “I enjoy using the BBG because of its social media support. I love being apart of an uplifting online community that pushes me to be my best.”
Today, the workout regimen is downloaded by 5 million users and has revolutionized the health of woman across the globe.
By sharing customer success stories to her social media accounts, Itsines demonstrates transparent communication and builds a credible brand name.
Through the BBG, McRoberts, alongside millions of other women, has improved her health and has taken on the role of supporting others.
Continually altering the fitness community by developing new products and engaging with consumers, Itsines says, “Having the ability to touch the lives of so many people through my fitness and nutrition guidelines has been the most rewarding part of my practice!”