Mark Wahlberg wants to scale “serious fitness.”

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.