Mark Wahlberg Launches Affordable Longevity Gym Concept
Actor and entrepreneur Mark Wahlberg is expanding his Municipal brand into the wellness sector with a high-tech, low-cost gym concept designed to rival expensive longevity startups.
Radwan AbdulhadiEditor and technology writer
Entering the Longevity Market
Actor and entrepreneur Mark Wahlberg is setting his sights on the diagnostics-heavy wellness and longevity market with a new affordable gym concept. Speaking at <a href="https://techcrunch.com/events/techcrunch-disrupt/">TechCrunch Disrupt</a> in San Francisco, Wahlberg revealed that the first Municipal Gym is scheduled to open its doors in December just outside Las Vegas.
The upcoming 32,000-square-foot facility aims to provide high-end wellness and recovery features without requiring a massive financial investment. According to Wahlberg, members will have access to blood work, epigenetic testing, recovery gear, compression therapy, cold plunges, and an on-site café serving protein muffins.
Challenging High-End Wellness Prices
The fitness and wellness sector has seen a surge in venture capital flowing toward expensive, diagnostics-heavy clubs targeting wealthy clientele. For instance, companies like Fountain Life have raised <a href="https://techcrunch.com/2025/08/13/tony-robbins-and-peter-diamandis-longevity-company-fountain-life-raises-18m/">$18 million</a> to expand centers where full subscriptions run over $21,000 a year, while other wellness destinations map out memberships costing tens of thousands.
Wahlberg is positioning Municipal as a direct competitor to these exclusive options by offering a lower price point while promising strong results. He cited an example where members paying $99 would receive three rounds of blood work alongside an hour with a doctor to evaluate health predispositions, with supplements and hormone therapy also made readily accessible.
Expanding the Municipal Brand
The gym initiative represents the second phase of a business strategy that began seven years ago with the launch of a casual sportswear line. The clothing brand originally debuted during the COVID-19 pandemic in 2020, a notoriously difficult period for retail brands when major names faced severe financial restructuring.
Wahlberg explained that his previous experiences as a celebrity fitness spokesperson showed him that many companies focused predominantly on selling basic items like T-shirts and sneakers. Instead, he wanted to influence people's lives more holistically through nutrition, supplementation, training, and recovery.
Beyond lifestyle branding, Wahlberg noted that the physical gyms will also serve as spaces where consumers can experience his apparel line firsthand before purchasing. The broader ecosystem also integrates products from his existing <a href="https://pi-nutrition.com/collections/protein">supplements brand</a>.
Lessons from Past Ventures
Wahlberg's return to the fitness industry follows his previous high-profile involvement with the fitness chain F45, documented in the reality series <a href="https://www.hbomax.com/show/1f4d505c-ee0f-460f-a11e-101488734ab5">Wahl Street</a>. After investing when the company held a $450 million valuation, F45 went public in 2021 before being delisted from the NYSE following a stock collapse.
Reflecting on that experience, Wahlberg emphasized the importance of aligning with partners who share his operational approach. He noted that while F45 catered to people needing quick 45-minute workouts, the Municipal concept is built around a big-box model where members are encouraged to spend hours utilizing the full range of facilities and community spaces.
Growth Strategy and Community Vision
Looking ahead, Wahlberg outlined an aggressive growth strategy for the gym chain, aided by developers and landlords offering prime locations and favorable lease terms following tours of the Las Vegas site.
Rooted in his upbringing playing on public courts and fields in Boston, Wahlberg intends for the clubs to foster a supportive and inclusive community environment. At 55 years old, he describes his current personal motivation as centered on feeling energized and capable throughout the day rather than just physical appearance, hoping to inspire inner-city youth and at-risk individuals to overcome challenging circumstances.
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- TechCrunchMark Wahlberg wants to take on the longevity-startup crowd with an affordable gym concept
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