Centr: Strength & Fitness App

What it does

Centr is a comprehensive health and fitness app designed by Chris Hemsworth and his team of experts. It delivers personalized daily plans that include workouts, meals, and mindfulness exercises. The app aims to be an all-in-one guide for users looking to lose weight, build muscle, or get toned, adapting its content based on user goals, fitness level, and dietary needs.

Where it shines

Centr excels in its structured yet flexible approach to daily planning. The main "Planner" screen (01:39) is the app's centerpiece, laying out the day's activities clearly. The app truly shines in its understanding of real-world fitness journeys. It offers both "Coached" follow-along video workouts for home sessions (01:50) and "Self-guided" plans with rep and weight logging for the gym (05:48). This dual-mode approach makes the app highly versatile. Furthermore, its meal planning includes thoughtful features like "Swap to Leftovers" (03:40), acknowledging that users don't cook fresh every meal, which dramatically reduces friction.

UX highlights

Planner-centric design: The main interface is a daily schedule, providing a clear, actionable plan that reduces cognitive load for the user.
Flexible meal swapping: At 03:02, users can easily tap to swap a meal, choose leftovers, or even log that they are "Going Out," making the diet plan adaptable to real life.
Dynamic shopping lists: The app generates a shopping list from the meal plan and allows users to customize it by day and number of servings, automatically recalculating ingredient amounts (10:23).
Integrated logbook: Self-guided workouts feature a built-in logbook (05:55), allowing users to track their weights and reps over time, a crucial feature for progressive overload.
Clear content hierarchy: The "Explore" tab (07:23) neatly categorizes a vast library of content into Train, Eat, and Live, with further sub-categories, making discovery intuitive.
Contextual tutorials: The app uses brief, animated explainers when introducing key concepts, such as the difference between coached and self-guided workouts (01:46).

Monetization & growth

Centr uses a hard paywall with a 7-day free trial, presented immediately after account creation (00:42). This strategy ensures that all users who enter the main app are monetized (or in a trial). The paywall is straightforward, presenting three subscription tiers with the annual plan highlighted as the "Best Value" and showing a clear percentage discount (67% off) to anchor its value. There are no visible up-sells or ads after this initial subscription, creating a premium, uninterrupted user experience.

Who it’s for

The app is designed for individuals seeking a structured, all-in-one solution for fitness, nutrition, and wellness. It caters to a broad audience, from beginners to advanced athletes, by offering different difficulty levels and workout styles. The dual-mode workout system makes it suitable for both home fitness enthusiasts and dedicated gym-goers. The celebrity association with Chris Hemsworth also targets fans looking for the 'secret' to his physique.

Notes & opportunities

While the planner is excellent, the initial onboarding flow presents a lot of friction before a user sees any value. An account creation form, a system tracking prompt, and a hard paywall all appear before the personalization quiz. Testing a flow where the quiz comes first might engage users more deeply before asking for a commitment. Additionally, the workout video player settings (02:29) are quite basic; adding features like music integration or more advanced audio controls could improve the workout experience.