During my time as VP of Global Marketing at Centr, I helped merge two companies—the Centr App and Inspire Fitness equipment—into one under the brand name Centr.

The merger was part of the company’s acquisition by High Post Capital in 2022. I was brought on to unify the brands under a single identity and grow the business through a marketing strategy that supports our entire wellness ecosystem, founded by Chris Hemsworth.

As part of this effort, I led the rebranding initiative to enhance Centr’s identity and product line. The rebrand updated Inspire Fitness’ legacy products with Centr branding and launched over 50 new products within two years.

The new branding on Centr’s strength machines sought to eliminate the bold, primary colors and in-your-face logos that are commonplace in the category. Centr adopted a more streamlined, ambient design approach. Using curves, premium metals, and intentional logo placement to complement the home.

As part of the 50+ new products, Centr launched a line of fitness accessories in partnership with Walmart. The entry-level product line sought to make fitness more accessible to all. The line was designed to showcase in your home rather than hide in the garage; the accessories utilize fresh colorways and Centr’s elevated branding.

Accompanying the brand identity refresh and new products was a brand campaign featuring founder Chris Hemsworth. The campaign included a hero film that was leveraged in paid media, exceptional photography shot by renowned photographer Anthony Blasko, a new social series featuring Chris with Centr’s equipment, in-app programming to complement the equipment, and an unveiling of the latest products at Brandweek 2023, where Chris and Centr’s CEO headlined the event.

Watch the Brand Film HERE.