Aarmy Launches Franchising Arm, Signs Deals in Asia
The intense boutique fitness brand is growing beyond NYC and into Singapore and Thailand through a new franchise partnership
One of New York City’s most intense boutique fitness studios is now franchising its experience beyond NYC and into Southeast Asia.
Aarmy, a high-intensity cycling and bootcamp workout studio, currently operates two locations out of its NoHo headquarters and a Chelsea pop-up, but will go global with its first franchise partner locations in Singapore and Thailand.
The locations are bolstered by a partnership with Absolute, a leading performance and fitness operator in Asia, signaling Aarmy’s push to enter more international markets. Franchising opportunities will also be available in the U.S., the brand tells Athletech News.
Aarmy‘s training philosophy sets itself apart from other high-intensity training programs, with classes structured like team practices that treat each participant as an athlete — principles adopted from co-founder Akin Akman, a fitness coach and former tennis athlete.
Akman built up the branding and tenets of Aarmy’s structure after experiencing his own career-ending injury while playing tennis, aiming to create more resilient athletes from his coaching style.
Aarmy’s classes are notably modeled after professional sports’ philosophies from organizations such as the Women’s Tennis Association, Major League Soccer and the NFL. The workouts are known for building mindset alongside fitness, structured to enhance discipline and mental toughness in the process.
Classes include conditioning sessions targeting upper, lower, full body and core, or challenging cycling sessions. Aarmy is planning to add lifting and yoga classes as well.
Another part of Aarmy’s appeal is its coaches, who often come straight from Division I athletic programs, professional sports or after training in Aarmy’s own rigorous coach development program.
Alongside its global expansion, the brand is also launching Aarmy Academy Coach Training (AACT), during which prospective coaches will be immersed in its trademark methodology to become AACT-certified. The certification, however, does not guarantee a position as an Aarmy coach.
“Aarmy was built to bring out the greatness in people. Champions are made through discipline and the relentless pursuit of excellence,” Akman said. “With franchising and Aarmy Academy Coach Training, we’re carrying that system to the world by ensuring every team trains, competes, and lives by the same standards of champions.”
The purpose of the academy is to create higher standards across fitness coaching, but especially for Aarmy athletes as the brand grows outside of the U.S.
“AACT isn’t about labels or titles. It’s about preparation, discipline, and proving yourself every single day,” Akman said. “Coaches must be trained, tested, and ready to adapt because when you step into Aarmy, the expectation is that you deliver with integrity and meet the standards of champions.”