Centr
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.
- Company typePrivate
- Founded2019
- HeadquartersCremorne, Australia
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
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.
Centr firmographics
Firmographics- 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
Centr industry classification
Industry- 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
Where Centr is headquartered
LocationHeadquarters
- HQ city
- Cremorne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Centr business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Supply Chain, Operations
Revenue model
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard subscription with full access to all features, workouts, nutrition, and meditation content |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Centr product offering
Product offeringCore 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
Companies that use Centr
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Centr technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Centr partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- HYROXcoreOfficial 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 BullcoreCollaboration 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
Centr competitors and assessment
Company assessmentDirect 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
Centr social profiles
Digital presenceCentr financial estimates
Financial estimateRevenue estimate
Valuation estimate
Centr leadership team
Management profileNumber of profiles
Profiles1 record
Centr funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Centr M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Centr
What does Centr do?
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.
Is Centr a public or private company?
Centr is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Centr founded?
Centr was founded in 2019. It employs 51 to 100 people.
Where is Centr based?
Centr is headquartered in Cremorne, Australia, in the Oceania region.
How does Centr make money?
Two revenue lines are on record. App Subscription is the primary driver. The others are equipment Sales.
Who are Centr's main competitors?
Direct peers on record are Peloton, Tonal, Future, Beachbody (BODi), Hydrow and Sweat. Broad incumbents are Apple Fitness+ and Nike (Nike Training Club). Emerging players are Ladder and WHOOP.
Does Centr have an API?
No public API is recorded for Centr.
What industry is Centr in?
Centr's product category is Connected Fitness and Wellness. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADAJAH, Meditation Apps, Digital Courses & Online Communities. Its NAICS code is 45911 and its SIC code is 3949.