Mark Wahlberg Wants to Sell You Longevity Without the $21,500 Membership Fee

Mark Wahlberg is opening a gym, and he's pitching it as the affordable answer to an increasingly expensive longevity craze. The first Municipal Gym opens in December in a 32,000-square-foot club outside Las Vegas, offering blood work, epigenetic testing, recovery gear, compression therapy, cold plunges, and a café stocked with protein muffins. A sample package gets members three rounds of blood work and an hour with a doctor for $99, with supplements and hormone therapy also on the menu.

That price point is the entire pitch against competitors charging far more for similar services: Fountain Life reportedly runs $21,500 a year, The Estate plans $35,000 memberships, and Equinox sells a $36,000 longevity add-on. "We have a better price point than our competitors, and we're going to get far more results," Wahlberg said, calling his expansion plans "aggressive" without specifying a number of locations, though he noted landlords who toured the Las Vegas site offered favorable terms.

Municipal started as a sportswear brand Wahlberg launched during COVID, and he also owns a supplements brand, so the gym is less a pivot than an expansion of an existing playbook. It's also a second swing at fitness after his earlier investment in F45, which he backed at a $450 million valuation before the chain was delisted from the NYSE in 2023.

Source: TechCrunch

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →