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Princeton

Private equity

Princeton · 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.

Stage
Growth
HQ
Princeton, US
Instruments
Equity
Founded
2015
AUM
$1.7B
Tracked investments
29

Team · 26 people

from the firm's website & public directories
Jeffrey Tuder· Executive Officer
Robert Hoffman· Directorin
Suzanne Twitchell· Executive Officer

What they invest in

from 15 of 29 portfolio companies

Consumer ×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 companies
89%
solo founders
8 of 9 mapped founding teams

Founding team size:solo founder×83 founders×1

Investments · 29 tracked

founders shown can be your intro path
1800 Packouts1800packouts.comin

1-800-Packouts operates a franchise network providing contents restoration services to help customers recover belongings and property after damage or loss.

ConsumerLogistics & Supply Chain

Amped 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 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 Yardcardmyyard.comin𝕏

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 Trainingd1training.comin𝕏

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

ConsumerSports TechWellness & Fitness

Five Star Franchisingfivestarfranchising.comin

Five Star Franchising is a franchise investment platform offering financing support and franchise opportunities.

B2B MarketplacesConstruction TechConsumerFintech

Chad Jones(Founder)inScott Abbottin

HOPCohopco.com

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

KidStrongkidstrong.cominApr 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.com𝕏

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 Partnersprincetonmedspapartners.comin

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 Holdingsweareradianceholdings.comin

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

ConsumerWellness & Fitness

Sola Salonssolafranchising.comin

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 Zonestretchzone.com

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 Brotherssboilchange.comin𝕏

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 Brandsunleashedbrands.comin

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

Fund performance · per public LP disclosures · 2

as of Sep 2024
FundVintageCommittedNet IRRTVPIDPI
Princeton Capital Corp. (fka CapitalLPs: New York City Fire Department Pension Fund2007——7.70x—
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 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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