Dining
Yours alone, by design
Business
Beyond the boardroom
Wellness
Redefined by the sea
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 share of every membership supports marine conservation, ocean preservation and crew mental wellbeing.
THE TEAM
Claire Hagen
FOUNDER
Claire Hagen is the founder of Armada Club, a private members’ club reimagining superyacht access for UHNWs. She began as a motion designer at the London advertising agency Article 10 and worked in music marketing before spending nearly a decade in luxury hospitality, supporting the launch of hotels and restaurants including The Dixon Tower Bridge, Hyatt Regency London, Holmes Hotel, The Trafalgar St. James, and Park Plaza’s flagship London and Amsterdam locations. Her work won Best Use of Social Media at the Hotel Marketing Awards, and she ran social media campaigns for Penguin Books for authors including Rick Stein, Yotam Ottolenghi, Richard Branson and Tom Hanks. She then led social media at BOAT International, and social media and digital communications at Fraser Yachts. Today, Claire works with yacht owners, Lürssen Yachts, Triton Submarines, YATCO, and senior sales brokers through her agency, The Art of Yachts, formerly This is Odyssey, with previous campaigns for Edmiston, Heesen and Oceanco.
“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
Jonny Harris is the co-founder of Armada Club. London-based and signed to Warner Chappell, he began as an artist in the indie band Ghosts before building a career as a writer and producer under the name Ghostwriter. He co-wrote Rudimental’s “Waiting All Night”, a UK No.1 and British Single of the Year at the 2014 BRITs, co-wrote and produced Foxes’ “Youth”, and recorded and produced the vocal on Zedd’s “Clarity”, which won the Grammy 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, work with Jess Glynne, and Take That’s new single “Dreamers”. 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/Snowmass for The Related Companies, the New York developer, and, at Intrawest, was part of the team behind the 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. He was most recently a Partner and Director at Equifaira Partners. 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.”
Robbie Smith
CHIEF FINANCIAL OFFICER
OUR CLUB COMMITMENT
Three funds
from every membership
A share of every membership goes to the crew who make it happen, to global mental wellbeing, and to 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.
