A fitness app founded by Chris Hemsworth has laid off more than a dozen Australian staff and closed its Melbourne office in a shift to the US.
Centr, initially based in both Melbourne and California, is now largely relocating its operations to the United States, retaining only a small number of Australian employees working remotely.
A company representative informed 9news.com.au that the Melbourne office will be closed, impacting 15 staff members during this shift.
“As Centr continues its global expansion, we have strategically decided to consolidate our operations in the U.S. to enhance both operational and geographic efficiency,” they stated.
“This transition affects 15 roles, with a few team members continuing remotely as part of the US-based team.
“Centr remains focused on continued growth across its digital platform, performance-grade equipment, and global partnerships.”
Nick Robinson, the digital general manager of the company, remarked that “Centr will persist in achieving its business objectives by optimizing operations and attracting top talent.”
Only two years prior, Centr had announced that its Melbourne office would “remain the global center for content and customer service, in addition to handling all sales and marketing efforts for Australia, New Zealand, and Asia.”
Australian actor Hemsworth established Centr in early 2019, which has since grown to gain hundreds of thousands of subscribers, evolving from a fitness and wellness app to also feature an exercise equipment store.
In 2022, it was valued at about $290 million when it was bought by HighPost Capital, the private equity firm co-founded by Jeff Bezos’s younger brother, Mark.
Hemsworth has continued to be the face of the business, which promotes itself as having “Chris’s vision as our foundation”.
9news.com.au has approached Hemsworth for comment. 
