Chris Hemsworth-backed fitness app crashes as it announces own-branded fitness equipment

August 31, 2023

The Centr digital fitness and wellness app has announced the launch of a range of own-branded fitness equipment for gyms, athletes and homes in partnership with sister company, Inspire Fitness.

However, the announcement of the Centr-branded equipment range that will include strength machines, functional trainers, workout benches and Olympic weight sets has coincided with reports that, having laid off many of its Australian staff, the app has become unusable for some its subscribers.

In July, the company confirmed it had made a "small number of people" redundant in a restructuring of its Melbourne office.

While the exact number of impacted workers wasn't announced, media reports suggest that about 20 staff, including those in the engineering and product departments, were cut by the company.

Shortly after those Australian workers were let go, subscribers began complaining about the app becoming unusable, with many saying they were being continually logged out.

The app's listing on the Google Play store, for example, was inundated with one- and two-star reviews as people said their subscriptions - which range in cost from $29.99 per month to $119.99 a year - had become worthless.

In a statement to 9News, a Centr spokesperson confirmed the app had been experiencing technical issues which had since been resolved.

The spokesperson said they would be offering affected users a one-month credit, advising "Centr has experienced intermittent access issues over the past couple of weeks that have impacted some Centr customers.

"As of Monday, August 28 (US Pacific time), these issues have been resolved and impacted Centr customers now have access across all platforms.

"We understand the frustration this has caused some of Centr's customers and have offered a one-month credit to those whose app access was temporarily unavailable."

Centr branded fitness equipment
The company behind Centr, the fitness, mental health, nutrition and lifestyle app created by Chris Hemsworth, and his coach, Luke Zocchi, has signalled it will launch a line of fitness equipment to complement its digital product, meaning Centr will then exist as a "physical and digital offering".

Both commercial and home fitness equipment will be produced, as well as a line for athletes.

Centr Chief Executive, Andrew Sugarman told Athletech News that the range will "combine digital content with physical goods that will be available on a global scale."

Centr integrations to date have included the launch of Inspire Fitness Studios to serve as a "studio for the community", as well as a production facility where workouts are recorded, before being streamed via the Centr app to create a digital at-home experience.

Speaking to Athletech News, Sugarman went on to say “in the coming weeks, Centr will be rolling out an entirely new line of consumer goods and fitness products that will be available at almost every major retailer in the United States, as well as in select markets around the world.

"Effectively, we’ll be relaunching Centr as an ecosystem that combines digital content with physical goods that will be available on a global scale.

"We’ll also be rolling out strength equipment from Inspire Fitness. So there'll be Centr-branded strength machines, functional trainers, workout benches, Olympic weight sets and all the tools you’d need to unlock Centr’s content."

Ownership changes
Centr was launched by Hollywood actor Hemsworth in partnership with fitness club operator the Fitness and Lifestyle Group (FLG) in February 2019 and, as of March last year, had gone on to amass more than 200,000 subscribers.

Its launch followed a two-year development program during which Hemsworth and his team worked with fit tech business Loup to create the app.

As of March last year FLG sold its 50% stake to HighPost Capital, a private equity firm co-founded by Mark Bezos - the younger brother of Amazon founder Jeff Bezos.

Hemsworth and his wife Elsa Pataky also sold most of their shares to HighPost Capital, but retained a small stake with the actor continuing to promote the brand.

Images: Chris Hemsworth remains a shareholder in Centr (top, credit: Centr Fit/HighPost Capital) and Hemsworth promoting the Centre app in 2019 (below, credit: Fitness and Lifestyle Group).

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