Armada Club names Justin Maxwell CEO as private yacht platform expands

Armada Club has appointed Justin Maxwell as CEO as the London-based private members platform builds out its fleet and founding membership. The move signals a new phase for the superyacht club, which is positioning itself for private dining, business and wellness use while setting aside part of membership fees for marine and crew-focused initiatives.

Why it matters: - Armada Club is moving from concept to operating platform as it expands its fleet and membership base. - The model is designed to give members access to superyachts for shorter visits while the yachts are in port or at anchor. - The platform aims to create a new use case for spaces that are usually reserved for owners, charter guests or invited visitors. - The Club has committed a minimum of 10% of membership fees to marine conservation, ocean preservation and crew mental wellbeing.

What happened: - Armada Club appointed Justin Maxwell as CEO. - The private members platform was introduced to the yachting industry in 2025 and is now entering its next development stage. - Maxwell will focus first on fleet development and founding membership. - Maxwell will also help establish the operational framework for the Club’s longer-term growth.

The details: - Armada Club offers access to a curated network of superyachts for dining, business and wellness. - Members can spend shorter periods onboard participating yachts while the vessels are in port or at anchor. - Maxwell brings more than 20 years of experience across luxury hospitality, maritime and high-growth businesses. - Maxwell has held roles as a CEO, COO and co-founder. - Maxwell has raised more than CAD 250 million in equity. - Maxwell worked on ultra-luxury branded residences in Aspen/Snowmass for Related Companies. - Maxwell also worked on Intrawest Corporation’s USD 450 million single-day sale of 318 residences on Ka'anapali Beach in Maui. - That sale was, at the time, the largest single-day residential sale in North America. - Maxwell co-founded Blue Planet Water Solutions, an environmental technology company used in the Deepwater Horizon response. - Blue Planet Water Solutions grew to USD 60 million in revenue within two years. - Maxwell said the appeal of Armada Club was its value proposition for both owners and members. - Maxwell said superyachts often spend long periods in marinas or at anchor while crewed and ready to be used. - Maxwell said people who do not own or charter a superyacht have traditionally had little opportunity to spend a day or evening onboard. - Claire Hagen is Armada Club’s co-founder. - Hagen said Armada was founded by Jonny Harris and herself. - Hagen said the company delayed launch until the people, product and yachts were in place. - Hagen said early membership interest has come from yacht owners, referrals from discreet industries and high-profile people who value privacy. - Hagen said Armada wants members who value privacy, good company and quiet time onboard. - Hagen said typical use cases may include dinner with friends, an afternoon with family, a glass of wine on deck or time to read a book. - The Club is also seeking members and owners who will use the platform for private dinners, board meetings and other gatherings. - Maxwell said success will be measured by repeat use from members and participating superyacht owners. - Maxwell said he wants owners returning year after year and a membership with real use behind it. - Armada describes itself as a members-only platform built around privacy and a carefully considered membership. - Armada says it works alongside yacht owners, brokers, managers and crew to create new opportunities while protecting existing industry relationships.

Between the lines: - The appointment suggests Armada Club is prioritizing operating discipline and industry credibility as much as growth. - Hagen’s comments point to a deliberately low-key positioning, not a mass-market hospitality play. - The emphasis on repeat usage suggests the business model depends on engagement, not just sign-ups. - The focus on privacy and discreet use cases places Armada closer to a niche luxury service than a traditional yacht charter offering.

What's next: - Maxwell will help build the founding membership and expand the available fleet. - Armada Club will continue shaping the operational structure needed for longer-term growth. - The Club will rely on feedback from brokers, owners, owner representatives, members, management companies, captains and marinas as the model develops. - Success will be judged by whether members and owners return consistently over time. - Armada Club expects to become a regular option for private dinners, board meetings and other onboard gatherings.

The bottom line: - Armada Club is betting that superyachts can be used more like private venues and less like static assets, with Justin Maxwell brought in to turn that idea into a repeatable business.