Mark Wahlberg has built and backed dozens of businesses over the decades, spanning apparel, nutrition supplements, production companies, and global restaurant franchises. Yet, the Hollywood actor and entrepreneur insists that a massive new fitness facility opening this December has him more energized than anything else he has tackled in his entire career.

Appearing on stage at TechCrunch Disrupt in San Francisco, Wahlberg discussed his upcoming venture: the first Municipal Gym. Situated just outside Las Vegas, the sprawling 32,000-square-foot facility takes dead aim at a rapidly growing, high-stakes corner of the modern wellness market—expensive, diagnostics-heavy health clubs that have increasingly attracted venture capital and affluent consumers.

However, unlike the ultra-exclusive longevity clubs catering strictly to the wealthy elite, Wahlberg is positioning his new venture as an accessible alternative designed to deliver high-end science and recovery tools to a much broader audience.

A Long-Term Vision Taking Shape

The launch of the Las Vegas facility marks the second major phase of a business strategy that first took root seven years ago with the creation of the casual sportswear brand Municipal.

Municipal officially launched in 2020 during the height of the COVID-19 pandemic, a timing that Wahlberg readily admits was far from ideal. The retail sector at the time was suffering catastrophic losses, with prominent legacy brands like J.Brooks Brothers and J.Crew filing for Chapter 11 bankruptcy as global lockdowns shuttered brick-and-mortar storefronts.

The clothing line grew organically out of Wahlberg’s extensive experience serving as a celebrity fitness spokesperson and brand ambassador. Over the years, countless companies had approached him with partnership proposals, but he noticed a recurring pattern. Most brands simply wanted to leverage his fame to sell basic T-shirts and sneakers.

Wahlberg wanted a brand with a broader reach and a deeper impact on everyday lifestyles. He envisioned a holistic approach encompassing what people eat, how they structure their daily supplements, how they train, and how they recover from physical exertion. Apparel was merely the initial stepping stone in that broader roadmap. The long-term goal was always to build an interconnected ecosystem, and physical fitness centers represented a natural evolution of that philosophy.

Beyond acting as a vehicle for his broader wellness vision, Wahlberg noted that opening physical gym locations provides a vital touchpoint for his clothing brand, allowing consumers to personally feel and experience the apparel before making a purchase.

Disrupting the Luxury Longevity Market

The timing of Municipal’s entry into the fitness space coincides with a massive boom in high-end longevity and wellness clubs. Investors and entrepreneurs have poured significant capital into preventive healthcare, advanced diagnostics, and age-defying therapies tailored to high-net-worth clients.

Companies like Fountain Life, co-founded by Tony Robbins, raised millions of dollars to expand luxury centers where comprehensive annual subscriptions can cost upward of $21,000. Other luxury wellness real estate and club concepts, such as The Estate, have mapped out membership fees reaching $35,000 a year. Meanwhile, traditional fitness giants like Equinox have introduced extensive, high-priced longevity add-on packages to their existing membership models.

Wahlberg argues that Municipal can capture the exact same high-end demographic by offering advanced medical insights and recovery tools at a fraction of the cost, while producing superior physical results. As an example, he noted that members could receive multiple rounds of comprehensive blood work and an in-depth consultation with a physician to identify biological predispositions for a modest fee, with targeted supplements and hormone therapy readily available within the facility.

The Las Vegas flagship location is equipped with advanced recovery gear, compression therapy units, cold plunge pools, and blood work and epigenetic testing stations. It also features an on-site cafe serving functional items like protein muffins.

Rather than functioning as a traditional gym, Wahlberg describes the concept as a comprehensive health and wellness ecosystem that provides everything a member needs from start to finish. Real estate developers and landlords who toured the Las Vegas construction site have responded enthusiastically, offering prime locations under favorable leasing terms, complete with substantial tenant-improvement allowances to support the expensive build-outs.

Lessons Learned from Past Fitness Ventures

Wahlberg’s aggressive expansion plans in the fitness sector come on the heels of a high-profile, turbulent chapter in his entrepreneurial career. Several years ago, he took a major financial stake in the international fitness franchise F45, purchasing into the company at a $450 million valuation and starring in a reality television series that documented his deep involvement with the brand.

The company went public in 2021, but faced severe financial headwinds amid shifting post-pandemic market conditions, eventually leading to its delisting from the New York Stock Exchange in 2023 as its stock price plummeted.

Reflecting on the experience, Wahlberg noted that the ordeal provided invaluable business lessons. His primary takeaway was the critical importance of partnering exclusively with individuals who share his exact operational philosophy and long-term vision.

Furthermore, Wahlberg realized that his personal preference lies squarely in the traditional big-box gym model rather than specialized, time-restricted studio classes. While 45-minute high-intensity workout formats cater to busy professionals, Wahlberg prefers a facility where members can spend extended time utilizing a wide variety of amenities, from training floors to recovery labs and nutritional cafes. He expressed skepticism regarding traditional gym business models that rely heavily on sign-ups from members who rarely attend, emphasizing that building a genuine sense of community requires members to actively engage with the space.

Grounded in Community and Experience

The name Municipal holds deep personal significance for Wahlberg, reflecting his modest upbringing in Boston. Growing up as one of nine children in a financially struggling household, he spent much of his youth playing sports on public basketball courts and municipal golf courses.

Those formative years on public blacktops taught him essential lessons about winning, losing, fierce competition, and resilience. Having experienced a turbulent youth that included encounters with the justice system, Wahlberg has frequently credited pivotal figures in his life—including a longtime Boston-area parish priest who mentored him from a young age—with helping him turn his life around.

Wahlberg hopes to imbue the new gym chain with that same spirit of inclusivity, mutual support, and personal growth. He views the venture as a deeply personal mission to inspire inner-city kids, at-risk youth, and individuals from similar backgrounds, proving that challenging circumstances can be overcome through hard work and determination.

Now 55 years old, Wahlberg notes that his personal fitness philosophy has shifted dramatically over the years. While his younger self was primarily motivated by aesthetics, his current routine prioritizes physical longevity, pain-free mobility, and sustained energy to tackle his packed daily schedule.

Between finalizing the launch of the Las Vegas gym, preparing for a dramatic film role portraying baseball figure Pete Rose, and supporting his daughter’s competitive equestrian career, Wahlberg maintains a remarkably full plate. While he is not actively searching for his next corporate acquisition, he remains open to unexpected opportunities that align with his personal passions. For now, however, watching the final construction stages of the first Municipal Gym feels like watching paint dry, as he eagerly awaits the December opening of what he considers the defining venture of his professional life.