Aarmy

Aarmy operates within the fitness sector, providing a hybrid model that combines physical studio locations with a digital application. The company was founded in 2018 by Akin Akman, Angela Manuel-Davis, and Trey Laird. The concept originated from Akman's dedicated client following, initially dubbed "Akin's Army," which evolved into the Aarmy brand.

The founders bring a complementary blend of expertise to the venture. Akin Akman, the Chief Fitness Officer, is a former IMG Academy tennis prodigy whose athletic career was cut short by injury, leading him to coaching where he became a prominent instructor at places like SoulCycle. His training philosophy, which forms the basis of the Aarmy method, stems from his experience as a professional athlete. Angela Manuel-Davis, the Chief Motivation Officer, is a former track star and Olympic trial semi-finalist who also became a well-regarded fitness coach. Trey Laird, the CEO, contributes his extensive background in branding and marketing as the founder of the creative agency Laird+Partners, which has worked with numerous global brands. His journey into the fitness industry was inspired by his own personal health transformation and his professional relationship with Akman as his trainer.

The company's business model is multifaceted, generating revenue through several streams. It offers in-person classes at its physical locations in New York City, with past pop-ups in Los Angeles. A significant component is its subscription-based digital platform, which provides on-demand and live-streamed workouts. The app features personalized recommendations, progress tracking, and community interaction features. Aarmy also generates revenue from a line of branded apparel, which serves to reinforce the community's identity. The business primarily targets fitness enthusiasts seeking a high-intensity, community-driven workout that integrates both mental and physical conditioning. Rather than focusing on superficial goals like weight loss, the program emphasizes building skills and resilience.

Aarmy's core service is its athletic training program, which includes cycling (Cycle) and bodyweight bootcamp sessions that focus on conditioning, strength, and agility. Classes are structured around high-energy, music-driven sessions designed to make participants feel like athletes. The digital offering allows users to access a library of workouts, filterable by type, duration, and fitness level, and participate in structured monthly challenges. The company's methodology is built on the philosophy of constant progress, aiming to develop both physical strength and mental fortitude in its clients. In February 2020, Aarmy secured $4.89 million in a Series A funding round with investors including Republic Capital. The company's estimated annual revenue is approximately $20.5 million.

Keywords: fitness coaching, digital fitness, boutique fitness, cycling studio, bootcamp workouts, athletic training, mental conditioning, physical conditioning, subscription fitness, on-demand workouts, community-based fitness, Akin Akman, Angela Manuel-Davis, Trey Laird, high-intensity training, group fitness, fitness apparel, hybrid fitness model, motivational coaching, professional athlete training