HighPost Capital, a private equity firm co-founded by Jeff Bezos’s younger brother, Mark Bezos has announced it has acquired Centr – a digital health and fitness platform owned by Australian Hollywood actor, Chris Hemsworth.

Centr promises to “transform your health, fitness and mindset with Chris Hemsworth’s team of world-class experts in one easy-to-use programme”. It provides workout, nutrition and mindfulness content such as training programmes and meal plans to more than 200,000 subscribers around the world.

Typical users are seeking to achieve longevity and overall fitness through curated functional workouts such as body weight and equipment-based circuit training, a statement said.

HighPost has also acquired Inspire Fitness, a maker of free weights, rowing machines and other exercise equipment, and will fold it into Centr.

According to reports, the company is valued at more than US$200m (approx. €182m) including debt, and Hemsworth remains as a shareholder – the company’s second-largest behind HighPost.

It’s hoped that growth will stem largely from the synergies of combining the Centr app with Inspire’s equipment, as consumers continue to replicate the gym experience at home.

Describing the deal with HighPost as “a melding of minds”, Hemsworth commented: “I started Centr in 2019 with a vision to share my health, wellness and fitness experience with a broader community. I pulled together people who helped me build the best version of myself, and it’s been an incredible journey being able to share knowledge that I’ve been fortunate enough to absorb.”

HighPost co-founder David Moross commented: “We see an opportunity to take Centr, which is already very profitable, to the next level. Our model shows subscribers growing to 700,000 in four years, but I think it’s going to be much bigger than that.”

The company already has traction in North America and Australia and it hopes to expand in Southeast Asia and Europe, Moross said. Moross also cites the potential to capture a fraction of Hemsworth’s roughly 85 million combined followers across social media platforms.

Hemsworth says the company plans to add content in languages such as Spanish, the native tongue of his wife Elsa Pataky, who already leads workouts on the app.

“Our excitement is at an all-time high,” Hemsworth continued. “There are endless options in terms of what we can provide customers, in how we can improve.”

“I’m so passionate about my film career, but I love being more involved in the health and wellness space — it’s what excites me and I want to put everything in it and make it a main focus,” Hemsworth concluded.

Centr is led by chairman Scott Dickey and executives including Inspire President Jeff Laborde.

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