Mark Bezos’ Firm Acquires Fitness Platform Centr

    • HighPost has acquired digital fitness platform Centr.
    • Centr was founded in 2019 by actor Chris Hemsworth.

Private equity firm HighPost, co-founded by Jeff Bezos’ brother Mark Bezos, has acquired digital fitness platform Centr and exercise equipment maker Inspire Fitness in a deal that will see the two companies merge.

The combined entity is reportedly valued at more than $200 million including debt. Centr founder and “Thor” actor Chris Hemsworth is the company’s second-largest shareholder.

Financial terms of the deal were not disclosed.

Inspire Fitness, which designs, manufactures, and distributes fitness equipment, will merge with Centr — which provides workouts, nutrition, and mindfulness content — under the Centr, LLC name. 

Centr already has more than 200,000 subscribers since launching in 2019. The platform’s three subscription tiers run for $10, $20, and $29.99 per month. 

  • The platform has traction in North America and Australia, but will look to expand in Southeast Asia and Europe.
  • Australian-born Hemsworth, who will continue his involvement with the company, said it plans to add other languages to the platform.

HighPost’s High Hopes

“Our model shows subscribers growing to 700,000 in four years, but I think it’s going to be much bigger than that,” said David Moross, HighPost’s co-founder, chairman, and CEO.

Hemsworth added, “There are endless options in terms of what we can provide customers, in how we can improve.”