Princeton
Private equityPrinceton · Growth · 26 people tracked
Also known as Princeton Capital Management Llc · PRINCETON EQUITY ADVISORS, LP
Find your way into Princeton
3,471 people in our graph share verified history with the Princeton team — schools, employers, funds. One of them is your warm intro.
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 Sep 1, 2026.
Team · 26 people
from the firm's website & public directoriesWhat they invest in
from 13 of 28 portfolio companiesConsumer ×13Wellness & Fitness ×8Sports Tech ×4B2B Marketplaces ×3EdTech ×2Construction Tech ×1Creator Economy ×1Fintech ×1
HQs:United States×7
Investments · 28 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
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)
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
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 youth enrichment brands offering academic, physical, and social-emotional learning programs for children.
ConsumerCreator EconomyEdTech
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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