Powered by EoS Fitness and the power of celebrity, the F45 investor shared some details of what’s in store for Municipal Gym: luxury fitness, recovery, retail, supplements, and “big, crazy collabs”
EoS Fitness, the amenity-rich, high-value, low-price (HVLP) fitness operator, has partnered with F45 investor and actor Mark Wahlberg for Municipal Gym, an upcoming fitness and recovery concept in Las Vegas that appears to be inspired by the name of the athleisure brand Wahlberg co-launched in 2019.
The HVLP fitness operator shared the news on LinkedIn, including a video of Wahlberg outside the gym announcing that the lease has been signed.
“The first time in history that luxury and serious fitness meet,” Wahlberg said of the new project slated to open in Summerlin, Nevada. “Recovery, rejuvenation therapy, juice bars, cafe, retail stores – only the best vitamins and supplements for you. Big, crazy collabs.”
Wahlberg continued, giving insight into what fitness consumers can expect from Municipal Gym, mentioning his early morning training regimen that went viral: “The 4 a.m. club. We will be training together. We will be showing people what they are capable of doing. I’m going to document all of your success. We are going to create a new platform where people get the recognition they deserve for the work that they’ve put in.”
Municipal Gym will feature state-of-the-art equipment and total body recovery amenities such as cryotherapy, compression therapy, infrared saunas, eucalyptus steam rooms, cold plunges, and a full-service café, according to EoS Fitness.
The fast-growing gym operator recently celebrated its tenth year and its achievement of more than 150 locations open or in the works.
“The third quarter marked a decade of growth, innovation, and positive influence for EōS,” EoS Fitness chief operating officer Richard Idgar said. “Over the past 10 years, we have expanded to more than 100 gyms, welcoming over 1 million members and 7,000 team members whose passion and dedication have enabled us to impact the fitness industry and, most importantly, our local communities for the better.”
Celebrities have propelled fitness brands to new heights in recent years — from the Jennifer Aniston effect on Pvolve, leading to a surge in franchise inquiries, to Chris Hemsworth-founded Centr, which just announced a push into the premium treadmill space.
