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Mark Wahlberg is not launching a new medical longevity startup. He and co-founder Harry Arnett are expanding the Municipal activewear brand into gyms, cafés, retail and community events under a broader “Muniverse” concept. The first reported gym was targeted for early 2026 in Summerlin, Nevada, with EōS Fitness as the operating partner. Available reporting does not confirm that the location opened, what it currently charges, or which services it offers as of October 2026.
What Mark Wahlberg’s new gym is called
The planned gyms will use the Municipal brand. Municipal is Wahlberg’s co-founded “sport utility gear” company, and the gym project is intended to make the brand a physical destination rather than only an apparel label.
Modern Retail reported that the proposed facilities would be new builds, not existing EōS clubs renamed as Municipal locations. The concept is designed to combine a conventional training floor with locker rooms, equipment, Municipal merchandise, a coffee shop and organized activities such as running and hiking clubs.
Arnett said the objective was to give customers “a real connection to what the brand is about” and make the venue feel like a community. Consumer Collective co-founder Jessica Ramírez described the strategy as a way for a brand’s store to become somewhere customers return for reasons beyond shopping.
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Where the first location was planned
The first reported site was Summerlin, Nevada, a master-planned community in the Las Vegas area. Municipal announced an early-2026 target in reporting published in 2025, but the available information does not verify an opening or provide a current address, operating schedule or membership terms.
That distinction matters: “planned for Summerlin” is not confirmation that Wahlberg is currently operating a gym in Las Vegas. Prospective members should check an official Municipal or EōS announcement for an opening date and enrollment details.
What the Municipal gym concept would include
| Element | What has been reported |
|---|---|
| Fitness space | Training equipment and a gym floor in a purpose-built location. |
| Locker facilities | Locker rooms are part of the proposed format. |
| Retail | Municipal apparel and gear sold inside the facility. |
| Café | A coffee shop intended to extend the visit beyond a workout. |
| Community programming | Examples include run clubs, hiking clubs and other local events. |
| Operating partner | EōS Fitness was identified as the partner for the planned first site. |
This is a lifestyle-and-fitness venue rather than a clinic. The reporting does not describe blood testing, physician supervision, hormone treatment, individualized medical protocols or other services commonly associated with longevity startups.
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How affordable will it be?
No Municipal gym membership price has been published in the available reporting. The word “affordable” describes the positioning, not a verified monthly or annual rate. Initiation fees, class charges, guest rules, cancellation terms and whether coffee or clubs cost extra are also not stated.
For context, Houlihan Lokey’s 2025 market report cited Mountainside Fitness at a $39 entry price and about 150,000 members across 21 locations. That is a comparison point for value-oriented gyms, not a Municipal quote or forecast.
Municipal does have a reported $100 annual customer-program fee, but that is an apparel-brand membership and should not be treated as the price of gym access.
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Municipal’s expansion ambitions
Arnett told Modern Retail that Municipal was targeting 20 flagship stores over seven years and believed the gym concept could reach 50 locations within five to 10 years. Those are company goals, not a confirmed rollout schedule.
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Why Wahlberg is associated with functional fitness
Wahlberg’s fitness credibility comes partly from his reported investment in F45, an Australian franchise built around fast, intense, instructor-led functional workouts. In a Los Angeles Times interview, he said years of very heavy bodybuilding had contributed to shoulder and back problems and that functional movements helped him run, jump and keep up with his children.
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He cited exercises such as reverse lunges with dumbbells and overhead presses, and said F45 showed him he could complete an effective workout in 45 minutes. These are Wahlberg’s personal accounts, not independent medical evidence that a particular routine prevents injury or extends lifespan.
Municipal’s proposed gyms therefore appear closer to a mainstream functional-fitness and community model than to a medical longevity program. Whether they offer coached group sessions, open-gym access, mobility work or data-driven assessments has not been established.
Why the timing fits the fitness market
The concept arrives as consumers show stronger interest in wellness and strength-oriented experiences. Houlihan Lokey cited Life Time’s 2026 Wellness Survey, in which 82% of respondents said they were focusing more on well-being, and Strava data showing wellness bookings up 37%.
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That environment gives Municipal several ways to compete: a recognizable celebrity founder, apparel sold where people train, social clubs that create repeat visits and a potentially lower-cost alternative to high-priced boutique or medically supervised longevity services. It also creates execution risks. A gym must deliver reliable equipment, staffing, cleanliness and convenient access; branding and coffee alone cannot substitute for those basics.
Municipal versus a longevity startup, boutique studio or value gym
| Question | Municipal concept | What readers should verify elsewhere |
|---|---|---|
| Price and access | No published gym price; affordability is a stated position. | Monthly dues, initiation fees, contracts and cancellation policy. |
| Services | Training floor, locker rooms, retail, coffee and clubs are planned. | Whether classes, coaching, testing or medical services are included. |
| Training approach | Public comments point toward practical, functional fitness. | Programming, instructor credentials and individual assessment. |
| Scale | One reported Summerlin target and a long-term aspiration of up to 50 gyms. | Confirmed locations, hours and opening dates. |
| Community model | Run and hiking clubs plus Municipal apparel and events. | How often activities run and whether they require membership. |
What is confirmed—and what is not
- Municipal, not a newly named medical company, is the vehicle for the expansion.
- The first reported project was a purpose-built Summerlin, Nevada, gym partnered with EōS Fitness.
- The proposed format includes fitness, retail, coffee and community programming.
- Municipal discussed 20 flagship stores in seven years and as many as 50 gyms in five to 10 years.
- A Municipal gym membership price, verified opening, exact services and October 2026 availability remain unconfirmed in the available reporting.
The Bottom Line
Municipal’s proposal is best understood as an affordable-positioned, community-oriented gym extension of Wahlberg’s apparel brand—not a verified longevity clinic. Until Municipal or EōS publishes operating details, the Summerlin opening, price and services remain plans rather than confirmed consumer facts.
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