Armwrestling deserves a camera
Coat of Arm Wars is James Latta with a camera at the table. Long-form interviews with the people who run this sport, coverage from inside the ropes at East vs West, and the practice night footage that puts all of it in front of people who have never watched a match. It started in a Southeast practice room. It did not stay there.
Grassroots to world stage · Since July 2022
21.5K
Subscribers
Since July 2022
2.96M
Lifetime views
Across every format
1,217
Videos published
The archive is the asset
1,108
Shorts in rotation
Practice night, every week
Eleven hundred videos, five things
The channel is 1,217 videos deep. Everything on it is one of these five, and each exists for a different reason: one brings people in, one keeps them, and one gets the interview nobody else is getting.
Long-form interview
Table Talk
An hour or two with the people who actually build the sport: competitors, officials, promoters, and the operators behind the biggest events on the calendar.
9 episodes · Roughly monthly
Short form
Armwrestling Practice
Shot at the table on practice night, 1,108 shorts and counting. This is the engine: the reason the channel is in front of people who have never heard of it.
1,108 shorts · Multiple times a week
Feature
Documentaries
The story behind a career, cut from hours of interview. The pieces that make people subscribe instead of watch.
2 released · A few a year
On location
Event Coverage
Credentialed at the table. Behind the scenes at East vs West 24, tournament highlights, and the supermatches that decide the season.
EVW 24 and Stonewall's Super Brawl · Every event attended
How to
Training and Gear
Programming, equipment, and what is actually worth buying. The show sponsors ask about first, and the one that converts.
7 in the training playlist · Monthly
Short form
1,108
Shorts from practice night
Posted whether or not anybody is watching. It is the least glamorous thing here and the reason the rest of it gets seen.
Twenty two seconds. Thirty nine thousand views.
In June 2026 the channel held up a Golden Grip strap for twenty two seconds. That short has done 39,300 views and 1,322 likes, roughly five times the practice clips either side of it. The twelve minute review published the same day did 44,021.
This audience does not tolerate gear content. It comes here for it.
Credentialed at the biggest table in the sport
These are James's own frames from East vs West 24 in Little Rock, the biggest armwrestling event on the calendar: the press day, the walk outs, and the matches. Being the camera already in the room is the part a partner is actually buying.
Put your product in the right hands
Five placements, two live partners, and a set of numbers you can check against public video pages before you reply.
Come sit at the table
Table Talk is nine episodes deep and the chair is open. Competitors, referees, promoters, coaches, builders. If you know something, there is an hour for it.
Current partners
- Golden GripStraps, handles, and table equipment
- RayofiRecovery and performance
South Carolina franchise owner
98% Armwrestling
James holds the 98% Armwrestling franchise for South Carolina. It puts him on the organising side of the sport as well as behind the camera. The franchise carries the option to put 98% events on in the state.
Nobody explains the rules on the way in
Half the people who arrive from a short have never watched an armwrestling match and do not know that an elbow off the pad is a foul. Six rules and ten words of vocabulary is all it takes to follow one, and there is no single rulebook to learn.