Chris Hemworth’s Centr Enters Equipment, Partners with Walmart

Business Wire

Chris Hemworth’s Centr is coming to a Walmart near you.

What’s happening: The Aussie actor’s digital fitness platform is entering equipment, launching exclusively in 4K Walmart stores, plus the retailer’s ecommerce site.

The fitness equipment line ranges from dumbbells and resistance bands to a squat rack and 300lb barbell set, with the latter two priced upwards of $699.

All of the equipment comes with a three-month free app trial, integrating hardware with classes for strength, recovery, and more.

Between the lines: The hardware entry isn’t unexpected. In April 2022, HighPost Capital (co-founded by Mark Bezos) acquired Centr and equipment manufacturer Inspire Fitness, merging the two under the Centr banner.

Now, bringing its combined entity to store shelves, HighPost’s vision for a content-plus-equipment pairing will be put to the test.

Using Chris Hemworth’s star power as a billboard, Centr will target mass-market appeal, pricing its equipment accordingly for Walmart’s robust distribution capabilities. Notably, 64% of Americans make in-store purchases at the superstore at least once per month.

But… From Beachbody to Bowflex and Gold’s Gym to Weider, many high-profile brands already occupy the fitness aisle at big-box stores like Walmart. And, from a market perspective, most consumers who sought to outfit a home gym already did so during the pandemic.

Looking ahead: While connected fitness seeks greener pastures in the commercial setting, Centr hopes its everyday-low-price hybrid ecosystem that combines instruction with exact equipment can reinvigorate home exercise, particularly around strength training. But with Facebook Marketplace filled with gently used pandemic buys, its success may come down to Thor’s marketability.

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