Armada Club Introduces a Private Superyacht Access Model for a New Era of Discretion

By Rebecca Whitlocke

The Superyacht Investor Conference in London taking place March 3-4 will host more than 200 senior professionals from across the superyacht industry, who will meet to discuss innovations, market dynamics and future-proofing the global superyacht fleet.

At the core of the speakers lineup is award-winning digital marketing and content specialist Claire Hagen, co-founder of Armada Club.  Armada Club operates exclusively as an invitation-only members’ club for ultra-high-net-worth individuals who gain access to a superyacht fleet purely for private business, wellness and dining opportunities – whether docked in port or at anchor.

“Armada Club focuses on three pillars: privacy, consistently exceptional service, and the feeling that someone genuinely cared about your experience. Not just in the amenities on offer, but in how we think; such as a handwritten note from the chef explaining tonight’s tasting menu,” explains Hagen. “True luxury has never been about the price. It’s the extra detail that tells someone: we thought about you before you arrived.”

Hagen’s experience in luxury hospitality and yacht marketing has given her a sharp eye for introducing innovative concepts. She was instrumental in the opening of establishments including Hyatt Regency London – The Churchill, Holmes Hotel London and The Trafalgar St. James London, Curio Collection by Hilton and has executed campaigns for leading yachting brands such as Fraser, Heesen, Lürssen and Triton Submarines.

In parallel, Founding Director Jonny Harris is a Grammy and BRIT Award-winning songwriter and music producer. He has co-written and produced number one hits alongside Ed Sheeran, Foxes, John Newman, Paloma Faith, Rudimental and Take That. His professional life has provided him with unique access to a global network of influential individuals, for whom absolute privacy is a daily necessity. This perspective fundamentally shaped the founding ethos of the Armada Club.

Designed for Yacht Owners, Not Just Guests

For yacht owners and charter managers, Armada Club is a way to unlock short-form revenue while creating a direct pathway to longer charters.  “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, a 50-metre Trinity Yachts vessel.

At a time when the global fleet continues to grow and transactional complexity deepens, Armada Club introduces a different conversation. For yacht owners and charter brokers, it offers structured revenue and reciprocal access. For members, it creates entry into a curated circle where privacy and service sit at the core.  Jan-Jaap Minnema, Senior Sales Broker at Fraser Yachts, is one of the industry’s most successful brokers, with a record of over 100 yachts sold, including four superyacht sales exceeding 40-metres in 2026. “I see this scheme as a purely positive development for the industry,” says Minnema. “It’s a positive step that will introduce new prospects to the yachting lifestyle and cultivate the next generation of owners and charterers.”

Pre-launch, Armada Club is gaining attention with early interest from 20 superyachts, including several over the 100 metre mark. Onboarding begins in late March, with the programme launching in June, with formal KYC and approval processes by the Armada Club board.   The initial fleet will be available to members from September, in time for the Monaco Yacht Show.

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.

Website: https://www.armadayachtclub.com

Instagram: https://www.instagram.com/thearmadaclub

Sources:

Monaco Yacht Show Market Report 2025 link:

https://www.monacoyachtshow.com/media-file/318930/mys-market-report-2025-21-9.pdf

Wealth Management Report link:

https://www.wealthmanagement.com/high-net-worth/the-growing-cybersecurity-threat-to-family-o ffices

Julius Bear Wealth Report 2025 link:

https://www.juliusbaer.com/en/insights/wealth-insights/wealth-planning/what-matters-most-to-we althy-families-family-barometer-2025/

Knight Frank Private Members Club Report link:

https://www.knightfrank.com/research/report-library/a-guide-to-private-members-clubs-2024-115 41.aspx