Fitness entrepreneur Kayla Itsines has drawn criticism for her response to a recent diagnosis of the Epstein-Barr virus (EBV). Itsines, 35, announced last week that she had been diagnosed with the virus, which causes fatigue and fever, and is currently recovering at the SIRO hotel in Dubai.
Itsines shared a video on social media detailing her diagnosis, stating that a doctor advised her to slow down due to burnout and fatigue. She announced a partnership with the SIRO hotel chain, highlighting its luxury accommodations designed for wellness and ergonomic leisure. "My entire nervous system is VERY HAPPY to announce that I am officially partnering with my favourite brand @sirohotels," she told her followers.
This announcement quickly led to backlash, with the celebrity gossip page InfluencerUpdates.Au labeling her recovery solution as "privileged." The page questioned Itsines's promotion of the hotel as a recovery method, suggesting she implied the hotels could be a cure for EBV.
Many social media users echoed these sentiments, with some accusing Itsines of using her illness as a platform for a paid promotion. "Yeah that was grifting. You don't suddenly feel better from EBV by staying at a certain hotel lmao," one user commented. Others pointed out the financial disparity, stating, "She's a bit out of touch with what 'real' people are fighting for every day. Some of us can't afford full grocery trolleys or pay electricity. We have chronic illnesses too, but, we can't afford a week at SIRO to 'cure' us."
Itsines, known for her Bikini Body Guide e-book and co-founding the Sweat fitness platform, has a significant financial background. She sold Sweat to iFIT in 2021 for a reported $400 million, later repurchasing it in 2023. Itsines was listed on the Australian Financial Review Young Rich List in 2024 and 2025, with her fitness empire valued at $176 million in 2025. She described herself as a "high-performing perfectionist" who previously found it difficult to slow down, making the EBV diagnosis a significant shock.