Armada Club is redefining access to superyachts, operating exclusively as a private members’ club — distinct from the fractional ownership or yacht syndicates that have come before.
The club gives members access to superyachts as venues — a private dinner, a business lunch or meeting, or onboard wellness facilities, whether docked in port or at anchor. With growing concerns around privacy and digital surveillance, cybersecurity is now widely cited as one of the top concerns for family offices and the UHNW community, with a recent report finding that 83% of family offices are concerned about deepfakes and impersonation, and incidents rising 3,000% since 2023.
The demand for private, trusted spaces is at an all-time high, with more private members’ clubs opening in the past four years than in the previous three decades.
Meanwhile, the global yacht charter fleet now stands at 3,829 yachts over 24m, growing 7.4% year-on-year.
Claire Hagen, Co-Founder of the Armada Club, says: “Some of the world’s best chefs are working on yachts, and the interior and exterior dining spaces often surpass even the finest five-star resorts. Opening these vessels up for amenity access is a genuinely special opportunity.
Lifestyle priorities are shifting too. I see the wellness side becoming equally as popular as dining, because some of the best gyms, spas and facilities in the world are onboard; Cryotherapy chambers, workout studios and hyperbaric oxygen therapy. These aren’t hotel add-ons. They’re built into the fabric of the yacht.
At its core, the club is about three things: privacy, consistently exceptional service, and the feeling that someone genuinely cared about your experience. Not just in what we offer, but in how we think; a handwritten note from the chef explaining tonight’s tasting menu. 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.
My background in marketing has ranged from pubs to yachts, and honestly, it’s all the same. The moments people remember are always the ones where someone went the extra mile in a genuine way, because they cared.”
Armada Club represents an entirely new category within the superyacht industry. While similar concepts have been attempted, they often masked complex fractional ownership or alternative convoluted models. Instead, it grants members access to these extraordinary superyachts purely as private venues for business, wellness and dining opportunities.
Jonny Harris, Founding Director, Armada Club says “I have spent my whole career around some of the most recognised people in the world, and privacy is a real need. For many, going out for a meal is not an option. Even when they hire private spaces, there is always a risk to privacy, this club is something that would instantly make sense to them.”
With early interest from 20 yachts, including several over the 100m mark, onboarding will begin in late March, with the programme launching in June. Acceptance into the fleet is conditional on meeting key operational requirements and professional crew standards, which are kept under constant review.
Steven Myers, Founder and CEO of YATCO — which for over 20 years has been the trusted global marketplace of yachting, providing the industry’s leading digital platform for yacht sales, charter and professional services — adds: “Making yachting more accessible and easier to experience is a positive step. At YATCO, we share the view that once people experience being on the water with family or friends, it often becomes something they want to return to again and again. As technology evolves, verification and trusted partnerships become even more important. Armada Club is a great thing for the industry and its clients.”
Graeme Lord, founder of leading crew payroll and services firm Professional Yacht Crew Cayman (PYC Cayman) and Fairport Yacht Support, one of the first independent yacht management companies, that later sold to MarineMax, commented, “This is a win for the owner, the crew and of course the fortunate members.”
“Dinner on board is a truly magical experience. As an industry, we need to make it easier to book these moments, while still preserving the privacy of the yacht. This is a good way to start” says the yacht owner of Champagne Seas, 50m Trinity Yachts.
Captain Alistair Best added his insight: “From a crew perspective, as a captain, this is also a good way to improve service and train greener crew without the pressure of delivering a full week charter from day one. Extra revenue for the crew and yacht.”
In a core commitment to sustainability and crew welfare, at least 10% of all member and business membership annual fees are being dedicated to supporting marine conservation, ocean preservation, and crew mental wellbeing initiatives. This fund will also provide essential support for a forthcoming mental health charity.
The Armada Club is finalising strategic partnerships with leading brokerage houses, shipyards, and established members’ clubs across the world’s iconic yachting destinations. Claire Hagen, co-founder and the Armada Club team are confirmed to speak at the Superyacht Investor Conference in London in March 2026, marking the first public phase of the launch.
Louise Walker is AGLAIA’s Editor in charge of all content creation and management. She splits her time between London and Miami, and can always be found at a swanky hotel bar sipping on a Negroni. Contact her for any questions or if you would like to become an AGLAIA Contributor: hello@aglaiamagazine.com
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