What Aarmy does

AARMY is a privately held fitness company founded in 2018 and headquartered in New York City, offering a hybrid online and in-person training platform centered on cycling and bootcamp disciplines. The company serves individual fitness enthusiasts through a subscription-based video platform delivering 908+ pre-recorded and live sessions across cycle, bootcamp, yoga, stretch, pep talk, and podcast formats, led by a roster of 10+ named elite coaches — most prominently celebrity trainer Akin Akman, publicly profiled as "the world's #1 Cycle Coach." All coaches execute a standardized Performance Cycles program designed to target specific muscle groups and skill-sets, providing consistent quality across modalities.

The underlying platform is an online video streaming service with a 7-day free trial, filtering the Practice Library by coach, equipment, duration, and area of focus. Supporting surfaces include the Pro Shop e-commerce store for apparel and equipment, the AACT referral program (GrowSurf-powered), an Athlete Rewards loyalty program, gift cards, corporate events, and a franchise program. The core subscription is priced at $35/month or $350/year (annual saving 16%).

AARMY monetizes through six revenue streams: recurring online subscriptions, in-studio NYC training sessions, Pro Shop hardware/apparel sales, corporate wellness events, gift cards, and an affiliate referral program. The GTM motion is primarily product-led growth via self-serve signup, augmented by referral mechanics and event-based brand partnerships (notably a 2025 AARMY x Kohler wellness event at The American Club). Geographic presence is anchored in a single NYC studio with a globally accessible online platform, and the company operates with 1-10 employees. No venture-scale funding rounds are disclosed beyond a 2019 transaction.

Name

Aarmy

Legal name

AARMY

Website

https://aarmy.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

AARMY is a NYC-based fitness company offering a subscription online training platform and in-studio sessions across cycling, bootcamp, yoga, and stretch, led by elite coaches including celebrity trainer Akin Akman, with monetization from subscriptions, gear sales, and franchise expansion.

Ownership category

akta.pro rank

Product category

Online Fitness Coaching

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Strength & Conditioning Bootcamps (HSADABAB), Endurance & Running/Cycling Training (HSADAAAG)

Keywords

• Online fitness training
• Cycling bootcamp classes
• Video workout platform
• Fitness coaching subscription
• Athletic performance programs

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Subscription (Online): Monthly ($35) and annual ($350) subscription plans for unlimited access to online training videos and live sessions. Includes 7-day free trial with no payment until trial ends.
2. Pro Shop / Gear & Apparel: Direct e-commerce sales of training uniforms, apparel, and equipment used in AARMY practice sessions
3. Corporate Events: Corporate wellness events and team training sessions offered to enterprise clients (contact: [email protected])
4. Gift Cards: Digital gift cards and yearly subscription gift options available for purchase
5. Referral Program (New-Recruit): Referral program where existing members earn live session credits for each new subscriber referred
6. In-Studio Training: In-person training sessions at NYC HQ location, bookable through mt.aarmy.com

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

AARMY operates a subscription-based fitness coaching platform delivering on-demand and live training sessions across cycling, bootcamp, yoga, stretch, pep talk, and podcast formats. The service is anchored by a standardized program executed by elite coaches (including celebrity trainer Akin Akman) and supported by an in-studio training location in NYC, a branded e-commerce pro shop for apparel and equipment, corporate wellness events, and a franchise program.

Product overview

AARMY is a fitness technology platform offering online and in-studio workouts. The core product is a subscription-based online training platform providing on-demand and live sessions across five disciplines: Cycle, Bootcamp, Yoga, Stretch, and Pep Talk/Podcast. The platform includes a Practice Library of 908+ sessions accessible via monthly ($35/month) or yearly ($350/year) subscriptions with a 7-day free trial. Supporting products include the AARMY Pro Shop for equipment and apparel, the AACT referral program, franchise opportunities, corporate event services, and in-studio training at the NYC headquarters. The platform is coach-centric with a standardized program delivery system where all coaches execute the same structured programming.

Differentiator

Problem solved

Functional benefit

Products and services

• AARMY Online Workouts Subscription platform delivering 908+ on-demand and live training sessions across cycle, bootcamp, yoga, stretch, pep talk, and podcast formats. Accessible via monthly ($35) or annual ($350) plans with a 7-day free trial. Targeted at individual fitness enthusiasts seeking elite coaching and structured programming.
• Train In-Studio (NYC HQ) In-person training sessions at AARMY's NYC headquarters location, featuring live booking of cycle, bootcamp, yoga, and related sessions led by elite coaches.
• AARMY Pro Shop E-commerce storefront selling branded training uniforms, apparel, and equipment (bikes, mats, weights, jump ropes, bands, boxes, foam rollers) used in AARMY practice sessions.
• AARMY Franchise Program Franchise offering allowing operators to open AARMY-branded fitness studios under the company's standardized coaching and brand system.
• Corporate Events Corporate wellness and team-building fitness event services for businesses, delivered by AARMY coaches either on-site or at partner venues.

Named customers1 record

Segments2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• KohlerminorStrategic or Co-development Partner · 5 May 2025Co-branded wellness event partnership combining AARMY's high-performance fitness training with Kohler's luxury bathroom/fixtures products. The AARMY x Kohler wellness event was held at The American Club, featuring Akin Akman-led training sessions blending high-performance workouts with mindfulness and traditional Asian wellness practices in a luxurious environment.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Peloton: Peloton is a leading connected fitness platform offering cycling, bootcamp, yoga, strength, and stretching content via subscription. Aarmy competes in the same on-demand cycling/fitness subscription category with similar pricing tiers.
• SoulCycle: SoulCycle operates premium indoor cycling studios and a digital streaming platform (SoulCycle at Home). It directly overlaps Aarmy's cycling-centric, instructor-led, premium-brand positioning.
• Barry's: Barry's is a global premium bootcamp and indoor cycling studio operator with an at-home digital offering (Barry's X). Aarmy's bootcamp/cycle hybrid and celebrity-instructor positioning is highly comparable.
• F45 Training: F45 Training is a global franchise of functional group fitness studios with standardized programming and timed workouts — comparable to Aarmy's franchise model and standardized coach execution approach.

Broad incumbents

• Apple Fitness+: Apple Fitness+ is a subscription fitness service from Apple offering cycling, HIIT, yoga, strength, and more across modalities. It competes for Aarmy's online subscribers with a vastly broader ecosystem and device integration.
• Orangetheory Fitness: Orangetheory is a large franchise group-fitness chain with proprietary heart-rate-based training methodology, comparable to Aarmy's Performance Cycles methodology and standardized coaching model.
• Equinox: Equinox is a premium fitness brand offering clubs, classes, and digital content (Equinox+) targeting affluent fitness enthusiasts — the same customer segment Aarmy's NYC studio and premium positioning serves.

Emerging players

• Tonal: Tonal is a connected strength-training platform with on-demand classes from elite coaches. Comparable to Aarmy in delivering coach-led, premium digital fitness content with structured programming.
• Hydrow: Hydrow offers connected rowing and fitness content led by elite athletes via subscription, directly comparable to Aarmy's celebrity-athlete-led premium fitness content approach.

Others

• ClassPass: ClassPass is a fitness class aggregator and subscription platform that competes for Aarmy's individual fitness enthusiast customers across multiple studio and digital fitness offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/aarmy

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aarmy