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.
Founded this year, Armada Club is a private members’ club providing access to a network of superyachts for private dining, business meetings, social occasions and wellness experiences. The model enables members to use participating superyachts for shorter periods while they are in port or at anchor, offering an alternative to traditional charter or ownership models.
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.”
“Armada Club was founded by two creatives, Johnny Harris and myself, and as the Club has developed, it became clear that we needed someone with extensive operational experience to complement that foundation,” said Claire Hagen. “Justin’s background in building and scaling businesses, together with his experience across luxury hospitality and the maritime sector, makes him well suited to guide Armada through its next phase of growth and development. His appointment brings an important operational dimension to the leadership team and was the missing piece as we look to build the Club for the longer term.”
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 per cent of membership fees to initiatives supporting marine conservation, ocean preservation and crew mental wellbeing.
For more information, visit armadaclub.com
