Centr

What Centr does

Centr is a connected fitness and wellness platform headquartered in Gold Coast, Australia, founded by actor Chris Hemsworth and operating privately. The company's core product is a mobile app delivering personalized workout programs, nutrition guidance, and mental wellness content across modalities including strength training, HIIT, yoga, Pilates, boxing, MMA, and meditation. The platform is built around a team of 17 named expert coaches and uses a quiz-based personalization tool (FitQuiz) to match users to programs based on fitness level, goals, and preferences.

The technical architecture combines a software subscription product with proprietary connected hardware, including the Centr 3 functional trainer, benches, and co-developed Centr x HYROX competition equipment that integrates with app-based training programs. The company has secured official partnerships with HYROX (providing the only certified race-training programs for HYROX events) and Red Bull (co-developed the Unbroken Training Program), lending domain specialization to specific verticals such as fitness racing.

Centr operates a product-led growth model with a 7-day free trial, monthly and annual subscription billing (15% annual discount), and FSA/HSA payment acceptance. Distribution is global via iOS App Store (4.7 stars, 49,000+ reviews) and Google Play (4.5 stars, 16,000+ reviews), complemented by direct e-commerce for equipment and select physical retail locations. Revenue is generated through recurring app subscriptions and hardware sales, serving individual consumers across beginner to advanced fitness levels.

Name

Centr

Legal name

Centr

Website

https://centr.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Centr is a connected fitness and wellness platform offering subscription-based workout, nutrition, and mental wellness programs via a mobile app paired with proprietary equipment, serving individual consumers globally under celebrity founder Chris Hemsworth.

Ownership category

akta.pro rank

Product category

Connected Fitness and Wellness

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Meditation Apps, Digital Courses & Online Communities (HSADAJAH), Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG), Fitness Equipment & Performance Accessories Retail (CRAMABAD)

Keywords

• Fitness mobile app
• Wellness coaching programs
• Connected fitness equipment
• Workout subscription service
• Home strength training

Headquarters

HQ city

Cremorne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Marketing or Sales, Technology or R&D, Supply Chain, Operations

Revenue model

1. App Subscription: Monthly or annual subscription providing access to all workouts, programs, nutrition plans, and meditation content. Subscription includes personalized coaching, progress tracking, and access to connected equipment features.
2. Equipment Sales: Sale of proprietary Centr fitness equipment including the Centr 3 functional trainer, benches, and Centr x HYROX competition equipment. Equipment pairs with the app for enhanced training experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Centr sells a subscription-based fitness and wellness mobile and web application that delivers personalized workout programs, nutrition plans, and mental wellness content to individual consumers. The platform is complemented by proprietary connected fitness equipment, including official Centr x HYROX competition gear, sold through direct e-commerce and physical retail. Core value is delivered via a multi-modal content library spanning strength, HIIT, cardio, yoga, Pilates, boxing, MMA, nutrition, and meditation, curated by 17 elite coaches and led by founder Chris Hemsworth.

Product overview

Centr is a connected fitness and wellness ecosystem centered around the Centr App—a comprehensive platform offering personalized workout programs, nutrition guidance, and mental wellness content, inspired by Chris Hemsworth and developed with a team of elite coaches. The offering combines a mobile/desktop application with proprietary premium equipment (including Centr x HYROX collaboration gear) that connects to the app for integrated training. The core portfolio spans HYROX-certified race training programs, hybrid training combining strength and cardio, and specialized programs like Power Shred, Menopause Strength, and 3-Day Build/Sculpt. A FitQuiz personalizes program selection based on user fitness levels and goals. The ecosystem includes over 17 expert coaches offering diverse training styles from HIIT to meditation, supported by workout logging and progress tracking features.

Differentiator

Problem solved

Functional benefit

Products and services

• Centr App

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• HYROXcoreStrategic or Co-development PartnerOfficial HYROX-certified training partnership providing race-specific programming. Centr offers the only certified training programs for HYROX total race-day performance. Partnership includes exclusive competition equipment collaboration (Centr x HYROX gear) and official race training content across all fitness levels from first-time racers to experienced competitors. HYROX Sustain programs cover offseason training for athletes between races.
• Red BullcoreStrategic or Co-development PartnerCollaboration on the Unbroken Training Program featuring world champion athlete Jake Dearden. The program challenges athletes to complete 100 unbroken wall balls to earn the Red Bull 100 Patch. Built for functional strength, endurance, and cardio over 12 weeks with Centr's hybrid training methodology.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Peloton: Peloton operates the most directly comparable connected fitness business, pairing proprietary exercise equipment (bike, treadmill, rower) with a content subscription featuring live and on-demand classes. Both companies compete for the same connected-fitness wallet with bundled hardware + subscription economics.
• Tonal: Tonal combines a smart home strength machine with a subscription content platform delivering AI-personalized strength training. Like Centr, it pursues a connected-equipment + coaching-app model, targeting home-gym consumers willing to invest in premium hardware.
• Future: Future is a subscription personal-training app that pairs users with a dedicated coach for personalized programming. It competes directly with Centr's personalized coaching and structured-program value proposition for consumers seeking guided fitness without in-person trainers.
• Beachbody (BODi): BODi (formerly Beachbody On Demand) offers fitness streaming programs, nutrition plans, and supplements on a subscription basis, mirroring Centr's multi-modal wellness approach. It competes for the same household wellness budget with deep content libraries and celebrity-backed programs.
• Hydrow: Hydrow pairs a connected rowing machine with a subscription offering live and on-demand workouts. As another premium connected-fitness equipment + content company, it competes with Centr's Centr 3 functional trainer and HYROX equipment for the connected home-gym buyer.
• Sweat: Sweat is a women's-focused fitness and nutrition app featuring structured programs from high-profile trainers. It directly overlaps Centr's women's programs (Hybrid Sculpt, 3-Day Sculpt, Menopause Strength) in target audience and value proposition.

Broad incumbents

• Apple Fitness+: Apple Fitness+ is a subscription fitness app integrated into the Apple ecosystem, offering on-demand workout classes across modalities similar to Centr. As an incumbent with platform-level distribution advantage and Apple Watch tie-in, it competes directly for digital fitness subscription dollars.
• Nike (Nike Training Club): Nike Training Club is a free, brand-funded fitness app offering structured workout programs across multiple modalities. It competes with Centr's subscription app on content breadth and brand credibility, with the advantage of zero price point and Nike's global marketing scale.

Emerging players

• Ladder: Ladder offers subscription strength-training programs led by expert coaches, with live and on-demand content. It overlaps with Centr's strength-focused programs (Power Shred, 3-Day Build) as a digital-first competitor for serious strength-training consumers.
• WHOOP: WHOOP combines a wearable fitness tracker with a subscription platform delivering personalized recovery, strain, and sleep coaching. While hardware-forward, its subscription wellness layer competes for the same multi-modal wellness share-of-wallet as Centr's coaching platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CentrFit
• LinkedInlinkedin.com/company/centrapp
• Instagraminstagram.com/centrfit
• Xx.com/CentrFit

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Centr