Devon Larratt's $5 million fortune shows arm wrestling's rise

Devon Larratt's income now stretches from $20,000 to $50,000 a fight, with marquee pay-per-view bouts pushing that number higher and one profile putting his annual haul between $194,000 and $540,000. The same estimate places his 2026 net worth at $3 million to $5 million, turning the Canadian star into more than a champion: he has become the clearest proof that elite armwrestling can sell content, sponsorships and gear as a real business.

That business is visible in Armbet, the armwrestling equipment and apparel company tied to Larratt. The active shop sells tables, straps, training handles, bands and other resistance tools, with armwrestling tables listed from $435 and straps from $14, and says its goal is to help grow the sport and make the armwrestling experience more fun.

Larratt's media reach is even larger than his hardware line. His YouTube channel shows about 1.28 million subscribers and roughly 2,500 videos, while Social Blade tracks more than 354.5 million total views. That audience helps explain why he keeps pulling attention outside the table, including a June 5 appearance on The Joe Rogan Experience, where YouTube identified him as a veteran of the Canadian Armed Forces and a professional arm wrestler.

The biography behind the brand still matters. Larratt is 51, was born in Victoria, British Columbia, and spent 16 years with Joint Task Force 2, including seven deployments to Afghanistan. A fitness profile says he was wounded during those deployments, a detail that has long fed the hard-edged image that separates him from most pullers in the sport.

Recent YouTube search results also pointed to his East vs West 23 match against Vitaly Laletin, underscoring how Larratt's biggest bouts now double as content events. That mix of live competition, podcast reach and direct-to-fan commerce is what makes his fortune so telling: appearances, PPV draws, sponsorships, coaching, merchandise and training products can all cash in around one athlete.

The question now is whether Larratt has built a model other pullers can follow, or whether he remains the one-off exception created by star power, longevity and personality. For the moment, armwrestling has its clearest case that a top name can move the sport from niche spectacle to creator-driven business.