The calendars are made in association with several other sponsors including: SureFire, Crye Precision, Soldier Systems and SmithOptics. The exclusive media partner for the calendar is Soldier Systems.
The theme for the 2013 calendar was 1950s pin-up girls. It was launched at the Imperial War Museum North, in Trafford Park, Greater Manchester. The company also produced a behind-the-scenes video explaining how the calendar was made.
The 2014 calendar had a James Bond / 007 theme. This time the calendar was launched at the bi-annual Defence Security and Equipment International (DSEi) arms fair event. Again the company produced a behind-the-scenes video.
The 2015 calendar had a "tongue-in-cheek take on the life of a soldier" as its theme. The launch party was held on 21 October 2014 at The Milton Club, Deansgate, Manchester. In attendance were the Mancunian boxers Ricky Hatton, Scott Quigg, Anthony Crolla and Marcus Morrison.
The photo shoot for the 2015 calendar sparked a security scare when it was claimed that the pictures had been taken at Camp Williams without permission from the Utah National Guard and a promotional video of the calendar expressed thanks to the "Soldiers of the 19th Special Forces Group." Lt. Col. Steven Fairbourn of the Utah National Guard said that an investigation had been launched, he also said that The Utah Department of Public Safety believes that two of its officers appeared in the video wearing agency uniforms, in violation of agency policies. In an interview for ABC News' Good Morning America the calendar's founder Michael Newman said, "This is not about me, it's not about the calendar. It's not about any of that. This whole project is to raise money for wounded servicemen and women."