Armada Club has appointed Justin Maxwell as Chief Executive Officer, with responsibility for overseeing the Club’s development as it expands its fleet and membership and establishes the structure required to support its growth.
Introduced to the yachting industry in 2025, Armada Club has continued to develop its model, fleet and membership. The private members’ platform provides access to a curated network of superyachts for dining, business and wellness, enabling members to spend shorter periods onboard participating yachts while they are in port or at anchor and opening access to spaces traditionally reserved for yacht owners, their guests or charter clients.
Maxwell brings more than 20 years of experience across luxury hospitality, maritime and high-growth businesses, having held roles as a CEO, COO and co-founder and raised more than CAD 250 million in equity. He worked on ultra-luxury branded residences in Aspen/Snowmass for the Related Companies and, for Intrawest Corporation, the USD 450 million single-day sale of 318 residences on Ka'anapali Beach in Maui, at the time the largest single-day residential sale in North America. He also co-founded Blue Planet Water Solutions, an environmental technology company deployed in the Deepwater Horizon response, and built it to USD 60 million in revenue within two years.
Commenting on his decision to join Armada Club, Maxwell said: “What attracted me first and foremost was the value proposition Armada Club offers both owners and members. Some of the most impressive spaces in the world are onboard superyachts that spend significant periods in marinas or at anchor, crewed and ready to be enjoyed, but unless you own or charter a superyacht, there has traditionally been little opportunity to simply spend a day or an evening onboard.”
Maxwell’s immediate priorities will centre on developing Armada Club’s fleet and founding membership, while establishing the operational framework required to support the Club’s longer-term development.
“Another priority, less visible but just as important, is listening to brokers, owners, owner representatives, members, management companies, captains and marinas,” said Maxwell. “Nothing about this model works in isolation. The only way to develop it properly is to listen and gather feedback from the industry along the way.”
Claire Hagen, co-founder of Armada Club, said: “Armada was founded by two creatives, Jonny Harris and myself, and it has taken time to find the right operational fit. Delaying the launch was important; I have never been in a rush to bring something to market before the people, product and yachts were in place. Justin brings the experience we needed to take that next step.
“Much of the early membership interest has come from yacht owners, referrals from similarly discreet industries, and high-profile individuals for whom privacy in everyday life can be difficult. Frankly, we want boring yacht owners and members, people who value privacy, good company and time onboard without needing it to become a crazy party. It might simply be dinner with friends, an afternoon with family, a glass of wine on deck or somewhere peaceful to read a book. Sometimes the greatest luxury is simply being able to enjoy ordinary moments privately.”
Looking ahead, Maxwell hopes Armada Club will become an established option for members planning private dinners, board meetings and other gatherings, with success measured by repeat use from both members and participating superyacht owners.
“A club like this is not measured by how many people join, but by whether they use it and whether they come back,” Maxwell added. “I would like to see owners returning year after year and a membership with real use behind it.”
The Club has also committed a minimum of 10 percent of membership fees to initiatives supporting marine conservation, ocean preservation and crew mental wellbeing.
About Armada
Armada is a members-only platform providing access to a curated fleet of superyachts for dining, business and wellness. Built around privacy and a carefully considered membership, the Club brings together yacht owners and members seeking a different way to spend time on the water.
Armada works alongside yacht owners, brokers, managers and crew, creating new opportunities while protecting existing industry relationships.
Find out more
Visit armadaclub.com→Hero photograph: Mirka Formanova.
