Centr, the comprehensive fitness, mental health, nutrition, and lifestyle app conceptualized by actor Chris Hemsworth and his coach Luke Zocchi, is gearing up to make a significant leap into the fitness equipment industry.
The company steering Centr’s endeavors has indicated its intention to introduce a range of fitness equipment, enhancing its digital offering with a physical dimension, thereby transforming Centr into a “hybrid digital-physical offering.”
This expansion encompasses the production of both home-based and commercial fitness equipment, as well as a specialized line catering to athletes.
The strategic move was envisaged following the acquisition of Centr by HighPost Capital in March 2022. Notably, HighPost Capital, led by Mark Bezos, brother of Jeff Bezos, also acquired Inspire Fitness, established in 2003, along with its parent company Health in Motion LLC. The recruitment of Andrew Sugerman, formerly associated with Walt Disney Co, as CEO in September 2022, was a pivotal step in orchestrating the integration of Centr and Inspire Fitness, as well as launching an array of new products and services.
Centr was originally introduced in February 2019 after a meticulous two-year development phase, during which Hemsworth and his team collaborated with fitness technology enterprise Loup to engineer the app.
The Fitness and Lifestyle Group (FLG), a prominent health club operator in Australasia under the leadership of Greg Oliver, had acquired Loup in 2015, gaining a 50 percent stake in Centr, which was subsequently transferred to HighPost.
Centr’s evolution has thus far encompassed initiatives like the establishment of Inspire Fitness Studios, functioning as a communal fitness space, and a production facility for recording workouts. These workouts are then streamed through the Centr app, offering a digital at-home fitness experience.
Andrew Sugerman, in an interview with Athletech News (AN), emphasized Centr’s progress toward becoming a comprehensive “all-in-one ecosystem” for health and wellness, seamlessly integrating digital and physical components.
“In the coming weeks, Centr will introduce an entirely new range of consumer goods and fitness products, available across major retailers in the United States and select global markets,” Sugerman stated. “Effectively, we are relaunching Centr as a holistic ecosystem that merges digital content with tangible products on a worldwide scale.”
He added, “We will also unveil strength equipment from Inspire Fitness, encompassing Centr-branded strength machines, functional trainers, workout benches, Olympic weight sets, and a complete array of tools to engage with Centr’s content. Additionally, we are developing a product line tailored for elite athletes, with announcements scheduled in the forthcoming months.”
Sugerman outlined the immediate focus: “The 2023 product lineup is tailored for home consumer use. Our sights are set on broader commercial opportunities in 2024.”
While Centr continues its expansion, Chris Hemsworth maintains his role as a shareholder and remains committed to endorsing the brand.