Chris Hemsworth’s Centr app has unveiled new data strategy to broaden its reach

Centr, the app founded by actor Chris Hemsworth, is expanding its fitness ecosystem beyond traditional workouts, introducing more expert-led programmes and tools with the aim of helping users build lasting fitness habits. Featured training styles will include functional strength, mobility and Hyrox race training.

The company is staying true to its Australian roots and Hemsworth’s original vision to share the training habits which had got him into optimum shape for his film roles. The actor, perhaps best known as Thor, is involved in the evolution of the programming and tests new products at his gym in Byron Bay before they’re launched into the world.

“The Australian aspect gives us differentiation,” Centr CEO, Andrew Sugerman told HCM. “Chris is the soul of Centr, especially the digital experience, and while Centr has grown beyond just Chris, his approach to training still fuels our evolution – powering new coaching and smarter tools.

“A big focus for this year will be elevating our data analytics: the more data we capture, the more personalised we can make the programmes,” he says.

“New tools are being added to log workouts, track performance and measure progress. Customisable workouts are being designed to fit individual goals and schedules, to create a more personalised and engaging experience.

“Further to this, some in-app features have been designed to optimise results, improve engagement and drive long-term fitness habits, including self-guided audio coaching which means a screen isn’t needed.”

More than workouts
“So this is more than just adding new workouts,” says Sugarman, ”it’s about delivering the right training style, mixed with the expertise and the tools to help members train effectively, no matter their fitness level or preferred workouts.

“There will be more self-guided programmes in different modalities, such as functional training and strength training for running. The idea is to make sure we give people the programming that most relates to their interests, whether they’re training for Hyrox or enjoy playing golf.”

New strategy rolls out
The strategy kicked off with a six-week strength and mobility programme led by Korey Rowe, a functional strength and mobility specialist with more than a decade of experience.

The Strength in Motion programme fuses functional strength, explosive HIIT and mobility work to help users build power, boost endurance and unlock next-level movement. It consists of five weekly workouts: three strength sessions, one HIIT workout and a mobility session, ranging from 20 to 45 minutes. Designed for progressive results, it incorporates dumbbell and bodyweight exercises.

This collaboration will be followed by a six-week gym-based strength and mobility programme led by a strength and mobility specialist, whose identity is still being kept under wraps.

As the official equipment provider for Hyrox, Centr is also launching two Hyrox training programmes. Hyrox Starter and Hyrox Accelerator have been designed to give both beginner and experienced athletes the opportunity to build the hybrid training skills needed for fitness racing.

Both are 12-week programmes developed with proven methods from the Hyrox Training Academy and former world champions. They’re the first in the world to be Hyrox-certified.

The app programming and physical goods will also be more closely linked going forward. “When you buy a treadmill the featured programming will be tied to training for running,” explains Sugerman. “And if you buy a functional trainer, we would highlight some exercises that tap into that particular machine, so the user has access to a coaching partner through our app that helps you use the equipment.”