When we first connected with Armz, it was immediately clear he was operating at a rare level — huge numbers, a loyal community, and a blend of athleticism, humour, and cultural influence that set him apart from the rest of the field. He was already a force, and the potential for global expansion was obvious. What he didn’t yet have was a unified business framework around all that momentum, the kind of structure most creators only start thinking about once they’ve already reached scale. Our role was to help him build that foundation. We put the commercial strategy, legal protections, and operational systems in place so his work could compound, not just go viral. We aligned the brand, the partnerships, the opportunities, and the long-term vision so that Armz could grow as a creator, an athlete, and an entrepreneur, all at the same time, and all with intention.
Now he’s stepping into the next chapter. Armz is realising a long-held ambition: based in Jeddah, partnered with Fitness Empire, and emerging as one of the faces of fitness across Saudi Arabia and the wider Gulf region. He’s building culture, expanding his global audience, and co-promoting 1REP Academy as part of a broader mission to bring strength, discipline, and lifestyle coaching to a fast-growing market.
ARMZ
KORLEONE
Spotlight on
KEY PROJECTS
KEY PROJECTS & CAMPAIGNSVIEW CAMPAIGN CONTENT
Armz drove a viral JBL giveaway
campaign for the launch of their
new Live Beam headphones,
generating 9.6 million+ views
across IG and TikTok. His IG content generated
1.1M and 1.2M views (5,753
and 8,587 likes), while his TikTok
posts amassed 3.7M and 3.6M
views (11.3K and 13.2K likes, with
209 and 49 comments). The hugely successful
campaign played a key role in
catapulting the launch of JBL’s
new TikTok UK channel.
WATCH FIGHT
Armz’s Misfits Boxing appearances have collectively garnered over 10 million views across fights, highlights and media coverage, ranking among the highest-viewed fighters in the series. His explosive match-ups with Bouncer, Minikon and Master Oogway (across platforms) drew huge engagement across YouTube, TikTok and Instagram, establishing him as one of the most watched, influential, and commercially valuable crossover fighters.
WATCH EPISODE
Armz’s appearance on Channel 4.0’s Minor Issues: Fighters Edition, hosted by Specs Gonzalez and featuring King Kenny, Fran Hennessy, Danny Aarons and Tenessee Thresh, became one of the channel’s biggest hits — racking up over 7 million views across TikTok and YouTube. Armz went on to win the episode, with his sharp humour and confident presence making him a clear fan favourite and proving his crossover appeal far beyond the ring.
VISIT 1REP ACADEMY
Armz launched 1REP Academy in partnership with Lenus Health, world leaders in online coaching, marking his first major venture as an athlete-entrepreneur. The platform embodies his lifelong goal of helping others unlock their physical and mental potential, combining elite fitness programming with mindset development. As both founder and face of 1REP Academy, Armz has built a fast-growing global coaching brand that reflects his transformation from creator to business leader.
SEE CAMPAIGN CONTENT
Armz’s ambassadorship with Prep Kitchen has made him one of the brand’s most popular and recognisable creators. His comedy-fitness content consistently delivers hundreds of thousands of views and strong engagement across TikTok and Instagram. As a result, Armz has become one of the faces of the brand, featured across both organic and paid campaigns, with his viral Valentine’s content and ongoing series driving standout results and brand affinity throughout 2025.
WATCH EPISODE
Armz appeared on the Criminal Connection podcast with Terry Stone, one of the biggest true-crime and culture podcasts globally. The episode drew strong traction across YouTube and social, showcasing a more personal and reflective side.
