Trey Laird has built a career creating branding campaigns for some of the biggest names in fashion and entertainment including Tommy Hilfiger, David Beckham, Tom Ford, Tiffany and Karl Lagerfeld.
But now, he’s doing something for himself.
Laird, the founder and chief creative partner of Laird+Partners, has teamed with celebrity fitness trainers Akin Akman and Angela Davis to create Aarmy, a new community-based team training fitness and training experience.
“I’ve spent my whole career building brands for the biggest designers in the world,” he said. “I wanted to finally build a brand that I had a hand in.”
Although boutique fitness studios such as SoulCycle and Peloton have been the craze for some time, Aarmy is offering a different experience, Laird said. The idea is to bring the principles and practices of sports training that are usually available only to professional teams or elite academies to a broader audience. In addition to physical training, Aarmy will also offer mental conditioning and inspiration.
The Aarmy pop-up in New York.
Aarmy will offer four training options: high-intensity cycling for endurance and cardio training; a range of boot camp classes for overall conditioning; team lifting circuit classes for strength training, and stretch programs for recovery.
“This is what we