Princeton
Private equityPrinceton · Growth · 26 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 franchisor and multi-unit/multi-location concepts across sectors such as boutique fitness and essential consumer services. The firm is highly selective, backing only a few companies each year and emphasizing investment in people as much as performance. Its approach combines a people-first philosophy with hands-on, collaborative value creation built on trust and shared values, aiming to help leaders grow their brands in a purposeful, disciplined, and enduring way.
Source: firm website, verified Sep 29, 2026.
Team · 26 people
from the firm's website & public directoriesWhat they invest in
from 15 of 29 portfolio companiesConsumer ×14Wellness & Fitness ×9Sports Tech ×5B2B Marketplaces ×3EdTech ×2Healthtech ×2Construction Tech ×1Creator Economy ×1
HQs:United States×9
Who they back
founder profiles across 9 portfolio companiesFounding team size:solo founder×83 founders×1
Investments · 29 tracked
founders shown can be your intro path1-800-Packouts operates a franchise network providing contents restoration services to help customers recover belongings and property after damage or loss.
ConsumerLogistics & Supply Chain
Amped Fitness operates gyms featuring training equipment, dedicated workout zones, group boutique classes, and recovery amenities.
ConsumerSports TechWellness & Fitness
Barry's is a boutique fitness studio chain offering high-intensity interval training (HIIT) classes combining strength and cardio workouts, along with a digital fitness platform for remote access.
ConsumerSports TechWellness & FitnessLos Angeles, US
Barry Jay(Founder)Joey Gonzalez(CEO)
Co-investorsCamino PartnersLightBay CapitalNorth Castle Partners
Card My Yard operates as a franchise network providing personalized yard sign greetings for celebrations including birthdays, graduations, and special occasions.
B2B MarketplacesConsumerAustin, US
Amy Arnold(Chief Brand Officer, Co-Founder)in
D1 Training offers athletic training programs for youth and adults, modeled after Division 1 strength and conditioning principles.
ConsumerSports TechWellness & Fitness
Five Star Franchising is a franchise investment platform offering financing support and franchise opportunities.
B2B MarketplacesConstruction TechConsumerFintech
Chad Jones(Founder)inScott Abbottin
HOPCo brings together executives from musculoskeletal medicine, hospital and health system management, insurance, and healthcare IT to manage and coordinate care and alternative payment models.
Digital HealthHealthtechMedical DevicesPhoenix, US
David J. Jacofsky(Founder, Chairman and Chief Executive Officer)inWael Barsoum(President & Chief Transformation Officer)inLeAnne Stewart(Chief Financial Officer)Jason Scalise(Chief Value Officer)inPeter J. Slate(Chief Corporate Development Officer)inChris Martinez(Global Chief Information Officer)in
Co-investorsFrazier Healthcare Partners
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 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
Shawn Haycock(Founder)in
Co-investorsRoark
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)
Co-investorsResolute Capital PartnersBC Partners
Radiance Holdings is a holding company that supports and develops businesses operating in the beauty and wellness sector.
ConsumerWellness & Fitness
Sola Salons operates a salon suite franchise model where franchisees build and manage high-end salon studios rented to independent beauty professionals.
B2B MarketplacesConsumerPropTechWellness & FitnessLakewood, US
Stretch Zone operates stretch studios offering practitioner-assisted stretching, where certified staff use a patented strapping system and proprietary tables to isolate and stabilize muscles and increase clients' active range of motion.
ConsumerSports TechWellness & Fitness
Strickland Brothers provides fleet vehicle maintenance services, including 10-minute oil changes, state and emission inspections, courtesy checks, and add-on services such as filter and wiper replacements and tire rotation.
ConsumerMobility & TransportationThomasville, US
Justin Strickland(Founder)
Unleashed Brands operates a portfolio of youth enrichment brands offering academic, physical, and social-emotional learning programs for children.
ConsumerCreator EconomyEdTech
Michael O. Browning Jr.(Founder)in
Other
Tracked investments with no reachable website or further public details — typically companies that wound down, renamed, or were absorbed.
AMPEDBath SolutionsBio-OneBluefrogEllieEuropean Wax CenterGotcha CoveredIFPGMosquito ShieldPirtekPronexisRestorationStellar BrandsThe Woodhouse day spa
Portfolio news
latest coverage across their companies
KidStrong · williamsonsource.com · Sep 13, 2026

Stretch Zone · 1851franchise.com · Jul 15, 2025
Fund performance · per public LP disclosures · 2
as of Sep 2024| Fund | Vintage | Committed | Net IRR | TVPI | DPI |
|---|---|---|---|---|---|
| Princeton Capital Corp. (fka CapitalLPs: New York City Fire Department Pension Fund | 2007 | — | — | 7.70x | — |
| Princeton Capital Corp. (fka Capital Point)LPs: New York City Fire Department Pension Fund | 2007 | — | -1.9% | 0.89x | 0.72x |
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 29 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, Frazier Healthcare Partners, LightBay Capital, among 6 tracked co-investors.
Images
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