Armada was founded on a simple idea: some of the world’s most exceptional private venues are on the water.
Through a members-only platform, a curated fleet of superyachts becomes accessible for dining, business and wellness.
Membership opens a level of access traditionally reserved for yacht owners and their guests, without the need to own or charter. From beautifully designed salons and dining rooms to expansive decks, beach clubs and wellness spaces, each yacht offers an entirely different setting.
Privacy is at the heart of the club, and so is selecting the right membership. It brings together yacht owners and their guests with a carefully considered community of members for whom discretion, privacy and peace of mind matter.
Time onboard does not need to be an occasion. It can be a quiet dinner with friends, an afternoon with family, an important conversation, a glass of wine on deck or simply somewhere peaceful to read a book. For members whose lives make public spaces increasingly difficult to navigate, Armada offers the freedom to spend time with the people who matter, away from public attention.
By bringing the right people onboard, the platform also creates opportunities that can develop into future charter, brokerage and ownership relationships, generating new revenue and qualified introductions for the wider yachting industry.
Armada works alongside yacht owners, brokers, managers and crew, complementing and protecting the relationships that already exist within the industry.
OUR CLUB COMMITMENT
A minimum of 10% of membership fees supports marine conservation, ocean preservation and initiatives dedicated to crew mental wellbeing.
THE TEAM
Claire Hagen
FOUNDER, MARKETING DIRECTOR
Claire is a creative strategist and digital marketer who has spent the past decade in yachting. Through This Is Odyssey, her London studio, she works with Lürssen, Edmiston, Heesen, H2 Yacht Design, Triton Submarines, Fraser Yachts, YATCO and Boat International on brand, content and campaigns, and she speaks regularly on what AI means for UHNW audiences, most recently at the US Superyacht Association, the International Superyacht Society, the Superyacht Times Gulf Summit and the Miami Global Superyacht Summit. Before yachting she led digital for PPHE Hotel Group and Marriott, launching hotels and restaurants across the UK and Europe, and ran author campaigns at Penguin Books. Armada began with something she kept noticing on board: real demand for privacy and private dining, and nothing built to serve it.
“True luxury has never been about the price of things. It’s the extra detail that tells someone: we thought about you before you arrived.”
Jonny Harris
CO-FOUNDER, DIRECTOR
London-based and currently signed to Warner Chappell, he was first signed as an artist in indie band Ghosts — a start he grew into a career as a writer and producer under the name Ghostwriter. He co-wrote Foxes’ “Youth” and Rudimental’s “Waiting All Night” — a UK No.1 and Best British Single at the 2014 BRITs — and recorded and produced the vocal on Zedd’s “Clarity”, Grammy winner for Best Dance Recording. Later credits include “Lay It All On Me” with Ed Sheeran, “Surrender” on Paloma Faith’s No.1 album The Architect, and work with Take That and Jess Glynne. His current project, Cheap Cuts, has taken a Kylie Minogue remix to No.1 on the European iTunes chart, with recent sync placements in Formula One and EA FC 26. Outside music, he owns and runs Doughbaby on the Isle of Wight, and boats whenever he can.
“It creates a shared ecosystem. Owners can benefit from their own yacht, but also experience others. That’s a powerful shift.”
Justin Maxwell
CHIEF EXECUTIVE OFFICER & DIRECTOR
Justin has spent twenty years building companies, the teams that run them and the capital behind them, across luxury hospitality, maritime and high-growth technology. He worked on ultra-luxury branded residences in Aspen for The Related Companies, the New York and Miami developer behind much of the city’s luxury waterfront, and, for Intrawest / Vail Resorts, the USD 450 million single-day sale of 318 residences on Ka’anapali Beach, Maui. He co-founded Blue Planet Water Solutions, an environmental technology venture with Kevin Costner whose solution was deployed in the Deepwater Horizon response alongside the US Coast Guard and EPA, taking it to USD 60 million in revenue in two years. He was most recently a Partner and Director at Equifaira Partners and has raised more than CAD 250 million over the past six years. An avid yachtsman, he is most at home on the water.
“Most private clubs in the world are bound to an address. Ours moves. A dinner in Monaco in June, a board meeting in Miami in November, the same club, the same standard, a different sea. Until now that life belonged only to owners.”
OUR CLUB COMMITMENT
10%
of every membership
goes into three funds: for the crew who make it happen, for global mental wellbeing, and for the oceans. Set to become the largest commitment of its kind in yachting.
01
Crew
Service is everything
It is the foundation of exceptional yachting and the standard every hospitality experience should aspire to. A percentage of every Armada membership supports the people behind the experience, recognising that outstanding service starts with valued and supported crew.
02
Heartbreak Fund
The most human thing we can do is love. Sometimes it doesn’t last
The Armada Heartbreak Fund supports mental wellbeing by providing access to counselling and support during life’s most difficult moments, while helping drive a wider movement to reduce loneliness and address the growing mental health challenges facing young people.
Enquire about the Heartbreak Fund03
Oceans
The ocean is at the heart of it all
A percentage of every Armada membership supports ocean conservation, partnering with organisations working to protect, restore and better understand our oceans for future generations.