Mark Wahlberg has embarked on various entrepreneurial ventures and supported numerous others. However, the gym he plans to inaugurate in December has him more enthusiastic than any previous endeavor in his career. This venture targets a segment of the market that continues to attract substantial investment: high-end, diagnostics-focused wellness services. Speaking with us at the TechCrunch Disrupt event in San Francisco on Thursday, the actor announced that the first Municipal Gym is set to open in December. This facility, spanning 32,000 square feet, is located just outside Las Vegas and will offer services such as blood analysis, epigenetic testing, recovery equipment, compression therapy, cold plunges, and a café featuring protein muffins, among other amenities. He is promoting it as a more affordable alternative to exclusive longevity clubs that charge exorbitant annual fees for similar services.
This initiative represents the second phase of a plan that began, in some respects, seven years ago with the launch of a casual sportswear line. The clothing brand Municipal was established during the COVID pandemic, which Wahlberg candidly admits “was not a good idea,” given the struggles faced by retailers like J.Crew and Brooks Brothers during that time. The brand emerged from his experiences as a celebrity fitness ambassador. He had collaborated with various brands, and many companies sought him out to serve as their brand ambassador, but he felt they all had a similar focus. “Everyone just kind of wanted to sell T-shirts and sneakers. And I was like, well, I want to have a more significant impact on people’s lives as a whole,” he explained. His vision encompassed not just clothing but also aspects such as nutrition, supplements, training, and recovery. “We figured, okay, we’ll start in the apparel space, and then we’ll build from there,” he added.
Wahlberg emphasized that he only pursues ventures that he is genuinely passionate about and that reflect his identity. Despite the challenges of the clothing industry, as highlighted by Lululemon’s ongoing quality-control issues, he remained undeterred, focusing instead on how the gym aligns with his broader vision. He believes it “always could be great for the brand,” partly because it provides customers the opportunity to “actually feel and touch the clothes” prior to purchase. Furthermore, he noted that exercise is “another significant aspect of people’s lives.” While many competitors have concentrated on the luxury market, companies like Fountain Life, co-founded by Tony Robbins, secured $18 million last year to expand its centers catering to affluent clients, with annual subscriptions costing $21,500, according to reports. Similarly, The Estate, another venture co-founded by Robbins and hospitality executive Sam Nazarian, is planning to charge $35,000 for memberships at its wellness centers. Equinox is also preparing to introduce a $36,000 longevity add-on to its traditional gym memberships.
Wahlberg stated that Municipal aims to compete in the same luxury segment but at a significantly lower price point. “We have a better price point than our competitors, and we’re going to achieve far more results,” he asserted. For $99, members will receive three rounds of blood work and an hour with a physician to identify potential health predispositions. Additionally, supplements and hormone therapy will be readily available. When asked if the gyms would also serve as retail spaces for his other products (he owns a supplement brand), he responded, “kind of.” What he envisions, he clarified, is a “health and wellness ecosystem” that encompasses “everything there, soup to nuts.” Although he did not specify how many gyms he intends to establish, he described his growth strategy as “aggressive,” noting that “landlords and developers who toured the Las Vegas site have offered AAA locations at very favorable terms, with great TI” (tenant-improvement allowances that assist with build-out costs).
Wahlberg’s history in the fitness industry might deter some, as we mentioned having recently watched “Wahl Street,” his reality series, which features an early episode detailing his deep involvement with the fitness chain F45 in 2019. We cautioned him about potential challenges ahead. “How did you know about the pandemic?” he joked, eliciting laughter from the audience. He invested in the company, known for its 45-minute classes, at a valuation of $450 million. It went public in 2021 but was delisted from the NYSE in 2023 following a stock collapse. Wahlberg reflected on the lessons learned from that experience, stating, “I think the biggest takeaway was just ensuring that I’m involved with people who share the same approach that I do.” He also expressed a preference for the big-box model, noting that while F45’s classes cater to those with limited time, he desires members to spend several hours at Municipal. He criticized the prevalent “join up but don’t show up” model, saying, “I can’t understand that philosophy.”
The name Municipal carries significant meaning for Wahlberg, who grew up in poverty in Boston as one of nine siblings, playing on public basketball courts and golf courses. “You learn a lot on the blacktop,” he remarked. “You learn to win, to lose, to compete, and hopefully to get back up and do it again.” He has never shied away from discussing his difficult upbringing, which included a two-year prison sentence for assaults as a teenager, of which he served 45 days. Earlier on Thursday, surrounded by friends and business associates in a backstage area—this is the man who inspired the show “Entourage,” after all—he mentioned being positively influenced by two individuals, including Father Jim Flavin, a Boston-area parish priest who has been a mentor since he was 13. He aspires for the gyms to embody that same spirit. “It’s a place to work, but also to have fun, support each other, create community, and truly challenge people to become better versions of themselves,” he said. It is a deeply personal mission for him. “I’ve come from next to nothing to being in an amazing position,” Wahlberg stated. “I strive to constantly remind myself that I can inspire others who grew up in similar circumstances, especially inner-city kids and at-risk youth, that there is a way to overcome your circumstances if you’re willing to put in the effort.” At 55, he noted that his priorities have shifted; while he once focused on physical appearance, “I just want to feel good when I wake up in the morning,” he expressed. “I want to be able to tackle all the tasks I have planned for the day.” He also mentioned that his schedule is quite full at the moment, balancing the gym, a film role as Pete Rose, and his daughter’s equestrian pursuits. He is so eager for the gym’s opening that he described visiting the construction site as “literally watching paint dry.” When asked if he is open to exploring new ventures, he shrugged. “I’m not out there hunting, looking for the next thing for sure.” However, he quickly added, “If something amazing were to come along, obviously I wouldn’t turn it down.”
