Mark Wahlberg to launch affordable longevity gym in Las Vegas

Actor Mark Wahlberg is opening the first Municipal Gym in December outside Las Vegas as an affordable alternative to high-end longevity clubs. The 32,000-square-foot facility offers blood work, epigenetic testing, recovery gear, compression therapy, cold plunges, and a café serving protein muffins. While competitors like Fountain Life, The Estate, and Equinox charge tens of thousands of dollars annually with memberships ranging from $21,500 to $36,000, Wahlberg plans to offer lower prices, such as three rounds of blood work and an hour with a doctor for $99.

Background

The gym concept grew out of Municipal, the casual sportswear brand Wahlberg launched during the COVID-19 pandemic in 2020. Although entering the apparel market during widespread retail bankruptcies was difficult, he wanted to build a broader health and wellness ecosystem rather than just selling T-shirts and sneakers. The business venture also builds on his previous involvement with the fitness chain F45, which he invested in at a $450 million valuation before it went public in 2021 and was later delisted from the New York Stock Exchange in 2023.

Context

High-end wellness and longevity centers have attracted significant venture capital and affluent clients by focusing on preventative diagnostics and advanced recovery treatments. By targeting a more accessible price point, celebrity-backed brands attempt to capture a broader consumer base interested in health optimization without luxury-tier pricing.