Mark Wahlberg’s Municipal Gym Challenges $36,000 Longevity Clubs
Mark Wahlberg's 32,000-square-foot Municipal Gym opens near Las Vegas in December, offering $99 diagnostics to directly challenge luxury longevity clubs.
Summary
Mark Wahlberg plans to open the first Municipal Gym in December, a 32,000-square-foot club outside Las Vegas with blood work, epigenetic testing, recovery equipment, compression therapy, cold plunges and a cafe serving protein muffins. As one example, $99 buys three rounds of blood work and an hour with a doctor to identify predispositions. Supplements and hormone therapy will be onsite, while the club will showcase Municipal sportswear, extending a health and wellness strategy begun seven years ago and launched in apparel during COVID. Wahlberg promises lower prices and better results than luxury rivals, although full membership pricing remains undisclosed.
Fountain Life, co-founded by Tony Robbins, raised $18 million in 2025 and charges $21,500 annually. Robbins and Sam Nazarian’s The Estate is considering $35,000 memberships, while Equinox plans a $36,000 longevity add-on. Municipal has no stated location target, but Wahlberg calls expansion aggressive, with developers offering prime sites and tenant-improvement allowances. His previous fitness investment, F45, was valued at $450 million when he invested in 2019, listed publicly in 2021 and was delisted from the NYSE in 2023 after its shares collapsed. He now favors large clubs where members stay for hours, build community and use services spanning training, nutrition and recovery.
Positives
- $99 buys three blood work rounds and an hour with a doctor, sharply undercutting competing longevity programs costing at least $21,500 annually.
- The 32,000-square-foot Las Vegas-area club combines diagnostics, exercise, recovery services, supplements, hormone therapy and food in one location.
- Developers have offered Municipal prime locations, favorable terms and tenant-improvement allowances that could support aggressive expansion.
- Municipal Gym gives customers a physical venue to try the company’s sportswear while using its broader health and wellness services.
- December’s first opening brings diagnostics-heavy wellness beyond the wealthy clients targeted by Fountain Life, The Estate and Equinox.
Risks & concerns
- Municipal has disclosed neither its full membership price nor the number of gyms planned, leaving the scale and affordability of its model unclear.
- F45’s shares collapsed after its 2021 listing, leading to NYSE delisting in 2023 and highlighting Wahlberg’s uneven fitness investment record.
- Fountain Life, The Estate and Equinox already target the same diagnostics-heavy longevity market with established brands or expansion plans.
- Details remain limited on how Municipal will measure the better results Wahlberg promises against more expensive competitors.
- Municipal apparel launched during COVID, when J.Crew and Brooks Brothers entered bankruptcy and clothing retailers faced severe disruption.