AARMY INTRODUCES DIGITAL SUBSCRIPTION PROGRAM
Fitness coaching platform AARMY has introduced its first app-based digital subscription program.
The app will feature an on-demand line up of over 20+ new practice sessions uploaded each week that combine AARMY’s signature blend of mental conditioning and physical training. New practice sessions will be added daily from a team of seven coaches across “Cycle”, a range of targeted boot camps, inspirational programming, and recovery.
Subscribing athletes will be able to follow along and complete each series goal in real-time as they build and grow stronger on their fitness journey with the entire team. The content is created in an elevated, inspiring, and innovative cinematic style that uses multi-camera HD systems to give athletes the most exciting experience possible. Music is a key creative element of every AARMY practice session, and the app programming features music from the world’s top artists across multiple genres.
The app will be available to join via both aarmy.com, as well as the app store beginning Monday, August 17th for everyone in the USA, UK, and Canada. Monthly subscriptions are $35/mo or $350/year for an annual membership. Beginning in September, subscribing members will also have access to book individual spots for select live training sessions with AARMY coaches.
A launch campaign photographed and filmed by the world-renowned photographer Craig McDean features model Yasmin Wijnaldum alongside all the AARMY coaches, with an exclusive remix track of “Cerebral” by Boys Noize.
The AARMY coaching team is led by co-founders Akin Akman and Angela Manuel-Davis, both superstar coaches with well-established followings throughout the world. Alongside Akman and Davis, AARMY is also co-founded by renowned creative director and brand strategist Trey Laird.
Launched in late 2019, AARMY is conceived as an “authentic training concept that challenges the status quo of existing fitness offerings by emphasizing the equal importance of personal inspiration and mental conditioning.”
“We believe if you have a body – you’re an athlete,” said Akman. “AARMY is the community that will unleash the inner athlete in you regardless of where you are in your fitness journey.”
AARMY opened an NYC training facility in September of last year followed by an L.A. location in January of 2020 and quickly amassed a powerful and fast-growing following. Akman and Davis have coached leading figures in sports, fashion, film, music, and art including Beyoncé, Jay-Z, Jake Gyllenhaal, David Beckham, Maria Sharapova, and Karlie Kloss just to name a few.
With both locations forced to close this past March, the brand immediately pivoted to offering daily digital training programming via Instagram Live free of charge to keep the growing global AARMY community strong and focused throughout this challenging season. AARMY has rapidly amassed a highly engaged following during these uncertain times more than tripling their Instagram following and featuring guest appearances from personalities such as NBA star Chris Paul, body-positive advocate Ashley Graham, Olympic medalist Miles Chamley Watson, and Grammy-winning artist Kelly Rowland.
“AARMY is about bringing a beautiful cross-section of people together around a common goal…to become their best selves,” added Davis. “We don’t just que you through a workout – we reach inside you to bring out something deeper! To inspire your full potential to shine through allowing you to fully realize all you are truly capable of! That’s the power of this team.”
Later this fall AARMY will also launch an exclusive state of the art cycling bike along with a premium subscription offering. The AARMY Premium Subscription will feature enhanced analytic and metric tracking, social and interactive training features, live programming options, as well as a revolutionary Athlete Assessment Physical Therapy program designed in partnership with the country’s leading pro team sports medicine doctor.
