Centr, the fitness app established by Chris Hemsworth, has recently made significant changes by closing its Melbourne office and laying off over 15 Australian employees as part of a strategic shift towards the United States. Historically maintaining headquarters in both Melbourne and California, the company is now transitioning most of its operations to the US, retaining only a minimal number of staff in Australia for remote work.
A company spokesperson confirmed to 9news.com.au that the Melbourne office will no longer operate, indicating this move aims to enhance operational efficiency as Centr continues to expand globally. While the layoffs primarily affect 15 positions, a select few staff members will remain as part of the US team.
Centr’s focus remains on growing its digital platform, offering performance-grade equipment, and forging global partnerships. Nick Robinson, the digital general manager, remarked that the company aims to streamline operations and attract top talent to achieve its business objectives.
Interestingly, just two years ago, Centr had asserted that its Melbourne office would serve as a global hub for content, customer service, and sales and marketing in the Asia-Pacific region. Founded by Hemsworth in early 2019, Centr has gained popularity, boasting hundreds of thousands of subscribers and expanding its offerings to include an equipment store alongside its original fitness and wellness app.
In 2022, when Cent was sold to HighPost Capital, a private equity firm co-founded by Mark Bezos, it was valued at approximately $290 million. Despite the change in ownership, Hemsworth remains a prominent figure for the brand, which continues to be anchored in his vision for fitness and wellness.
As of now, 9news.com.au has reached out to Hemsworth for further comments regarding these changes.