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Princeton

Private equity

Princeton · Growth · 23 people tracked

Also known as Princeton Capital Management Llc · PRINCETON EQUITY ADVISORS, LP

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Investment thesis

Princeton Equity Group focuses on investing in and partnering with leading franchisors and multi-unit or multi-location concepts. The firm is highly selective, backing only a few companies each year and emphasizing investment in people as much as financial performance. Its collaborations are hands-on and built on trust and shared values, aiming to help leaders scale their businesses in a purposeful, disciplined, and enduring way. The portfolio spans consumer-facing brands such as boutique fitness and essential services, favoring durable brands woven into everyday life.

Source: firm website, verified Aug 25, 2026.

Stage
Growth
HQ
Princeton, US
Instruments
Equity
Founded
2015
AUM
$1.7B
Tracked investments
28

Team · 23 people

from the firm's website

What they invest in

from 13 of 28 portfolio companies

Consumer ×13Wellness & Fitness ×8Sports Tech ×4EdTech ×2B2B Marketplaces ×1Healthtech ×1Mobility & Transportation ×1PropTech ×1

HQs:United States×4

Investments · 28 tracked

founders shown can be your intro path
1800 Packouts1800packouts.com

1-800-Packouts provides contents restoration services for homeowners and businesses affected by water, storm, fire, or other property damage, including inventorying, packing, cleaning, storing, and returning personal belongings.

Consumer

AMPED
Amped Fitnessampedfitness.com

Amped Fitness operates gyms featuring training equipment, dedicated workout zones, group boutique classes, and recovery amenities.

ConsumerSports TechWellness & Fitness

Barry’sbarrys.com

Barry's operates fitness studios and offers the Fuel Bar, which sells performance shakes and supplements alongside its classes.

ConsumerSports TechWellness & Fitness

Co-investorsCamino PartnersLightBay CapitalNorth Castle Partners

Bath Solutions
Bio-One
Bluefrog
Card My Yardcardmyyard.com

Card My Yard is a service that creates and installs custom yard sign greetings for personal celebrations such as birthdays, baby showers, graduations, and anniversaries.

Consumer

D1 Trainingd1training.com

D1 Training offers athletic training programs for youth and adults, modeled after Division 1 strength and conditioning principles.

ConsumerSports TechWellness & Fitness

Ellie
European Wax Center
Five Star Franchisingfivestarfranchising.com

Five Star Franchising operates a portfolio of eight home-services franchise brands, offering franchise ownership opportunities backed by training, technology, lead management, and vendor networks.

B2B MarketplacesConsumer

Gotcha Covered
HOPCo
IFPG

International Franchise Professionals Group; sold to CNL Strategic Capital

KidStrongkidstrong.comApr 2022

KidStrong is a children's development program offering a curriculum built with child development experts to help kids build physical strength, confidence, and key skills.

ConsumerEdTechSports TechWellness & FitnessBroussard, US

Megin Sharp(Co-founder)inMatt Sharp(Co-founder)Lincoln Brown(Co-founder)

BoardDr. Julie Foucher

Massage Envymassageenvy.com

Massage Envy is a franchised chain of wellness locations offering therapeutic massage, assisted stretch, facials, and advanced skin services such as chemical peels and dermaplaning to consumers.

ConsumerWellness & Fitness

Co-investorsRoark

Mosquito Shield
Pirtek
Princeton Medspa Partnersprincetonmedspapartners.com

Princeton Medspa Partners acquires and operates aesthetic and cosmetic medical clinics across the US, including medspas, cosmetic dermatology, plastic surgery, and functional medicine practices.

ConsumerHealthtechWellness & Fitness

Jim(Founder)Matt(CEO)Robert(Interim CFO)Travis(Controller)

Pronexis
Radiance Holdingsweareradianceholdings.com

Radiance Holdings is a holding company that supports and develops businesses operating in the beauty and wellness sector.

ConsumerWellness & Fitness

Restoration
Sola Salonssolafranchising.com

Sola Salons operates a salon suite franchise model, renting private studio spaces to independent beauty professionals and offering franchise ownership opportunities to investors.

ConsumerPropTechWellness & FitnessLakewood, US

Stellar Brands

Parent of Restoration 1 and bluefrog Plumbing + Drain

Strickland Brotherssboilchange.comin𝕏

Strickland Brothers 10 Minute Oil Change operates drive-thru auto service centers offering quick oil changes, state inspections and emissions tests, and free courtesy vehicle checks with no appointment required.

ConsumerMobility & Transportation

The Woodhouse day spa
Unleashed Brandsunleashedbrands.com

Unleashed Brands operates a portfolio of children's experience programs and activities aimed at kids' development of confidence, character, and real-world skills across different life stages.

ConsumerEdTech

Fund performance · per public LP disclosures · 2

as of Sep 2024
FundVintageCommittedNet IRRTVPIDPI
Princeton Capital Corp. (fka CapitalLPs: New York City Fire Department Pension Fund20077.70x
Princeton Capital Corp. (fka Capital Point)LPs: New York City Fire Department Pension Fund2007-1.9%0.89x0.72x

Source: public limited-partner disclosures (CalPERS, CalSTRS). Net IRR / TVPI / DPI as reported by the limited partner; a fund's early-year IRR is an interim estimate (J-curve).

Frequently asked questions

How many investments has Princeton made?
Princeton has 28 tracked investments.
What stage does Princeton invest at?
Princeton invests at the Growth stage.
What sectors does Princeton focus on?
Princeton focuses on Consumer, Sports Tech, Wellness & Fitness.
Where is Princeton located?
Princeton is headquartered in Princeton, US.
Who does Princeton co-invest with?
Princeton most often shares deals with Camino Partners, LightBay Capital, North Castle Partners, among 4 tracked co-investors.

Images

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