Princeton
Private equityPrinceton · Growth · 23 people tracked
Also known as Princeton Capital Management Llc · PRINCETON EQUITY ADVISORS, LP
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.
Team · 23 people
from the firm's websiteWhat they invest in
from 13 of 28 portfolio companiesConsumer ×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 path1-800-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 Fitness operates gyms featuring training equipment, dedicated workout zones, group boutique classes, and recovery amenities.
ConsumerSports TechWellness & Fitness
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
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 Training offers athletic training programs for youth and adults, modeled after Division 1 strength and conditioning principles.
ConsumerSports TechWellness & Fitness
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
International Franchise Professionals Group; sold to CNL Strategic Capital
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
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)Travis(Controller)
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, renting private studio spaces to independent beauty professionals and offering franchise ownership opportunities to investors.
ConsumerPropTechWellness & FitnessLakewood, US
Parent of Restoration 1 and bluefrog Plumbing + Drain
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
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| 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 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.
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