What’s happening: The actor/entrepreneur announced the first brick-and-mortar gym for his health & fitness brand MUNICIPAL, set to open in the Las Vegas area.
A partnership with HVLP operator EōS Fitness, the upscale gym + recovery concept will feature high-end equipment, contrast therapy, a café, and retail for apparel and supplements.
On the mark. Mark Wahlberg has skin in the game.
He acquired a 36% stake in F45 Training in 2019, became chief brand officer in 2023, and committed to operate Boston-area franchises this year.
His sportswear brand MUNICIPAL opened its first store in West Hollywood this summer and dropped its first athletic shoe this fall.
Of note, in 2016, he also co-founded supplement brand Performance Inspired with current F45 CEO Tom Dowd.
Leveraging EōS’ framework—including in-house recovery expertise—MUNICIPAL GYM will collect his interests under one roof while providing a physical manifestation of his flagship brand.
Looking ahead: Whether his white-labeled gym is a one-off or EōS upmarket extension remains TBD, and how Wahlberg divides his attention between MUNICIPAL and F45 may be telling.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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