Aarmy: Reinventing Fitness for the Remote World

Similar to many new businesses, Aarmy encountered significant obstacles when the pandemic triggered widespread closures in March.

Prior to that point, Aarmy had been providing fitness instruction through classes held at its facilities in New York and Los Angeles. Trey Laird, the founder of the company alongside trainers Akin Akman (chief fitness officer) and Angela Manuel-Davis (chief motivation officer), explained to me that their business model transitioned to an online format within 48 hours, beginning with fitness classes delivered via Instagram Live – a service they continue to provide, in addition to launching a digital subscription service during the summer months.

The company has received investment from prominent figures including Jay-Z, Chris Paul and Karlie Kloss, as well as investment firms such as Mousse Partners, Valia Ventures, Pendulum and Wilshire Lane Partners. Laird stated that the team had always intended to establish an online presence, with a limited number of physical locations intended to function as “content creation hubs.” The pandemic simply expedited this process.

“The difference is, we believed we had ample time to refine our approach,” Akman stated. “[However, with the onset of the pandemic,] we were no longer able to engage in extensive discussions or delay implementation. Our priority became immediate action.”

An Aarmy subscription is priced at $35 per month, or $350 annually, granting access to a comprehensive digital library. This includes live sessions led by Aarmy trainers, with 20 new workout sessions added each week. The company reports already having “thousands” of paid subscribers, a conversion rate exceeding 70% from its free trial, and an overall retention rate of 88%.

Manuel-Davis noted that Aarmy’s instructors had to adjust their methods, especially given the inability to film sessions “in a room with 60 people” as originally envisioned. They now must independently generate the necessary energy and be “extremely deliberate” in their session planning, rather than reacting to the energy of participants in a physical space.

In addition to its classes, Aarmy has also introduced an apparel line, offering a range of fitness clothing and accessories on its website and through Net-a-Porter. The company reports that this aspect of the business has already generated $450,000 in revenue.

Akman characterized the overall Aarmy strategy as focusing equally on mental and physical well-being – a focus he believes has resonated particularly well during the pandemic, a time when many individuals are experiencing feelings of depression, isolation, and a sense of helplessness.

Laird added, “For a brand that prioritizes inspiration, mental fortitude, and discovering inner strength as much as the physical exercise itself, this has been an ideal moment. It has provided a valuable opportunity to connect with individuals globally and demonstrate what sets us apart.”