Mark Wahlberg’s planned gym venture is being developed through Municipal, the activewear company he co-founded—not through a newly named medical or longevity startup. Municipal and EōS Fitness were reported to be planning a purpose-built first location in Summerlin, Nevada, targeted for early 2026. The concept combines a training floor with locker rooms, Municipal merchandise, a coffee shop and organized clubs, but no verified gym opening date, membership price or October 2026 service list has been published in the available reporting.
What Mark Wahlberg’s new gym is called
The project sits inside Municipal’s broader “Muniverse” strategy. Municipal started as a sport-utility apparel brand and has been expanding toward physical places where customers can train, socialize and buy products. Harry Arnett, a Municipal co-founder, described the goal as giving people “a real connection to what the brand is about” and making them feel part of a community.
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That makes this different from a conventional celebrity-branded fitness endorsement. The proposed locations are new builds rather than existing clubs simply relabeled with Municipal signage. Municipal’s stated ambition was 20 flagship stores within seven years and a gym network that could reach 50 locations in five to 10 years.
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Where the first location was planned
Summerlin, Nevada, with EōS Fitness
Modern Retail reported that the first gym was planned for Summerlin, a Las Vegas-area community, in partnership with EōS Fitness. The report gave an early-2026 target, but it did not establish that the location opened, what it currently charges or which services are operating as of October 2026. Those details require confirmation from Municipal or EōS Fitness before treating the site as open or quoting a current offer.
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What the Municipal gym concept is supposed to include
The planned format is deliberately broader than a room full of machines. Reported components include:
- A conventional training area with fitness equipment.
- Locker rooms for members.
- A retail area selling Municipal gear.
- A coffee shop intended to keep the venue useful outside workout sessions.
- Community programming such as running and hiking clubs.
Jessica Ramírez, co-founder of The Consumer Collective, said connecting a brand to consumers’ lifestyle and community can give a store a reason for people to return even when they are not shopping. In Municipal’s case, workouts, apparel, coffee and events are designed to reinforce one another.
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Is the gym really affordable?
There is no published Municipal gym membership price in the available coverage. “Affordable” is therefore a positioning claim, not a confirmed monthly or annual rate. Municipal does report a $100 annual fee for its customer program, but that is not identified as gym membership and should not be used as a proxy for gym access.
For context, Houlihan Lokey’s 2025 market report cited Mountainside Fitness at a $39 entry price and approximately 150,000 members across 21 locations. That figure illustrates the value-gym market; it is not a Municipal price or a guarantee that Municipal will match it.
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| Figure | What it describes | Qualification |
|---|---|---|
| $100 per year | Municipal customer-program membership | Reported by Municipal in 2025; not stated as gym dues |
| $39 entry price | Mountainside Fitness market example | Cited in Houlihan Lokey’s 2025 report; not a Municipal offer |
| 50 gyms | Municipal’s potential network size | Arnett’s five-to-10-year aspiration, not an announced opening schedule |
How the plan fits Wahlberg’s fitness background
Wahlberg’s credibility in this category comes partly from his reported investment in F45, an Australian franchise built around coached, high-intensity 45-minute functional workouts. In a Los Angeles Times interview, he said years of very heavy bodybuilding contributed to shoulder and back problems. He described moving toward movements such as dumbbell reverse lunges and overhead presses, and said functional training helped him run, jump and keep up with his children.
Wahlberg also said that if F45 had been part of his life 20 years earlier, he might not have experienced “half the ailments,” and that he learned he could complete his training in 45 minutes. Those are his personal statements, not independent medical evidence or a promise about Municipal’s programming. The available reporting does not establish that Municipal gyms will use F45 classes, the same equipment or a medical longevity protocol.
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Municipal versus a longevity startup or a value gym
The overlap with the longevity trend is mainly cultural: consumers are spending more attention on strength, mobility, recovery and long-term well-being. The business models remain different. A medical longevity startup typically centers on testing, clinical consultations or data-driven interventions. A value gym competes primarily on access and price. Municipal’s proposed venue is a lifestyle ecosystem combining exercise, retail and social activities.
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| Dimension | Municipal concept | Longevity or value-gym comparison |
|---|---|---|
| Price and access | Gym dues not published; $100 annual customer program reported | Mountainside Fitness was cited at a $39 entry price |
| Services | Training floor, locker rooms, coffee, retail, running and hiking clubs | Longevity services may emphasize clinical or data offerings; value gyms emphasize facility access |
| Training emphasis | Functional, community-oriented fitness is implied by the concept and Wahlberg’s background | F45 is associated with coached 45-minute functional workouts |
| Expansion | First reported site in Summerlin; aspiration of up to 50 gyms in five to 10 years | Competitors’ footprints and schedules vary by operator |
| Brand model | Apparel, membership, events and gym use support one Municipal identity | Medical startups and low-cost chains generally use different revenue structures |
Why the timing makes sense
Market indicators cited by Houlihan Lokey suggest strong interest in wellness-oriented experiences. Life Time’s 2026 Wellness Survey found that 82% of respondents were focusing more on well-being, while Strava data showed wellness bookings increasing 37%. Those figures do not predict Municipal’s success, but they help explain why an apparel company might invest in a physical community venue rather than rely only on e-commerce.
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Municipal said 70% of its business came from its website and two California stores and that the business had doubled each year, according to 2025 reporting. Its customer base was described as 85% men and 15% women, with a goal of moving toward a 70%/30% split. Gyms, clubs and cafés could broaden how often customers interact with the brand and help it reach beyond its original male-heavy audience.
What prospective members should verify
- Whether the Summerlin facility actually opened and its current operating hours.
- The recurring membership price, initiation fees, cancellation rules and any separate club or class charges.
- Whether coffee, clubs and community events are included or sold separately.
- Which classes, coaching credentials and equipment are available at the specific location.
- Whether additional sites have secured addresses, permits or opening dates.
The Bottom Line
Municipal is Wahlberg’s planned vehicle for a gym-and-community expansion with EōS Fitness, beginning with a reported Summerlin project. Its mix of functional training, apparel, coffee and clubs is clear; its affordable pricing, opening status and final services are not yet verified.
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