From F45 Training To MUNICIPAL GYM®: 5 Shocking Updates On Mark Wahlberg's $100 Million Franchise Empire

Mark Wahlberg's journey from Hollywood A-lister to a serious fitness entrepreneur has captivated the business world, but the status of his gym franchise empire is far more complex than a simple celebrity endorsement. As of December 10, 2025, Wahlberg remains deeply invested in the global fitness industry, leading the charge for high-intensity training, yet his portfolio is undergoing a dramatic shift.

The latest updates reveal a dual strategy: his established, high-profile partnership with F45 Training is navigating significant financial volatility and stock market challenges, while simultaneously, the actor is launching an entirely new, exclusive brick-and-mortar franchise concept, the MUNICIPAL GYM®, in partnership with EōS Fitness, marking a fresh, ambitious chapter in his business ventures.

Mark Wahlberg: The Fitness Mogul's Complete Profile

Mark Robert Michael Wahlberg, born on June 5, 1971, in Boston, Massachusetts, first gained fame as the rapper "Marky Mark" before transitioning into a successful and prolific actor and producer. His disciplined lifestyle and commitment to fitness became a cornerstone of his personal brand, which he has expertly leveraged into a diverse business portfolio. The following is a snapshot of his key professional and entrepreneurial entities:

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• Full Name: Mark Robert Michael Wahlberg
• Born: June 5, 1971 (Boston, Massachusetts)
• Primary Roles: Actor, Producer, Entrepreneur, Former Rapper ("Marky Mark")
• Key Fitness Ventures:
  • F45 Training: Investor, Shareholder, and Chief Brand Officer.
  • MUNICIPAL GYM®: Founder of the new gym concept (powered by EōS Fitness).
  • Municipal: Co-founder of the activewear and lifestyle apparel brand.
  • Performance Inspired: Co-founder of the sports nutrition and supplement company.
• Other Major Business Entities:
  • Wahlburgers: Co-founder of the casual dining restaurant chain with his brothers, Donnie and Paul.
  • Closest to the Hole Productions: His film production company.
  • Unrealistic Ideas: An unscripted production company co-founded with Stephen Levinson.
  • Mark Wahlberg Investment Group (MWIG): The firm used for his major investments, including F45.

The F45 Training Investment: From $100M Stake to Stock Volatility

Wahlberg’s most recognized foray into the fitness franchise world is his relationship with F45 Training. This partnership, announced in 2019, was a massive commitment that instantly elevated the brand’s global profile.

The $100 Million Investment and Role

Through his investment firm, MWIG, Wahlberg injected an estimated $100 million to $110 million into the Australian-founded fitness chain, acquiring a substantial minority stake—reportedly around 36%—before the company's Initial Public Offering (IPO) on the New York Stock Exchange (NYSE). Wahlberg took on the role of Chief Brand Officer, a position that saw him actively involved in promoting the brand and even designing some of the high-intensity group workouts (HIIT).

Recent Financial Challenges and Wahlberg's Activity

Despite the celebrity backing, F45 has faced significant financial headwinds. Following its IPO, the company's stock experienced a dramatic tumble, leading to reports of the former CEO stepping down. In a move that signaled a shift, Wahlberg sold nearly one million shares of F45 stock, though he remains the Chief Brand Officer and continues to be the face of the brand.

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The company maintains its connection to Wahlberg through events like the "Wahlberg Week," which was announced for 2024, featuring seven new performance-based workouts personally designed by the star. This dual reality—financial struggles juxtaposed with his ongoing creative involvement—highlights the precarious nature of even the most high-profile celebrity-backed ventures.

The F45 Franchise Business Model

F45 operates on a global franchise model, selling an operating playbook and a recognizable brand to aspiring business owners. For potential franchisees, the investment is substantial. The total initial investment to open an F45 Training studio typically ranges from $313,000 to over $786,000, which includes the franchise fee (up to $50,000), construction, equipment, and inventory.

MUNICIPAL GYM®: Wahlberg's New, Exclusive Franchise Venture

The most current and exciting development in Mark Wahlberg's fitness empire is his move to launch a new, dedicated gym concept: the MUNICIPAL GYM®. This venture signifies a major expansion beyond his investment role in F45, transitioning his activewear brand into a full-scale fitness experience.

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The Partnership with EōS Fitness

This new gym concept is not a standalone venture but a strategic partnership with EōS Fitness, a high-value, low-price (HVLP) gym operator. The collaboration will see the first brick-and-mortar MUNICIPAL GYM® open in the Las Vegas area, a city Wahlberg has recently relocated to.

Las Vegas Flagship and 2026 Opening

The first flagship location is a significant undertaking. Reports indicate that a lease was signed in late 2023/early 2024 for a sizable 32,064-square-foot facility in a Las Vegas shopping complex, with an anticipated opening date in 2026. This gym is designed to be a comprehensive fitness hub, featuring not only workout spaces but also a retail component for his Municipal activewear brand, a coffee shop, and specialized fitness equipment for sale.

The Municipal brand itself, co-founded by Wahlberg, Stephen Levinson, and Harry Arnett, is evolving from a sportswear label into a broader lifestyle company, and the gym serves as the ultimate physical manifestation of that vision. This new venture signals Wahlberg’s intent to scale "serious fitness" under his own brand, potentially creating a new, exclusive franchise opportunity in the coming years.

Mark Wahlberg's Future in the Fitness Franchise Landscape

Mark Wahlberg's commitment to fitness has proven to be more than a passing trend; it is a core business strategy. The evolution of his portfolio, especially the launch of MUNICIPAL GYM® while maintaining his high-profile role at F45 Training, demonstrates a savvy entrepreneurial approach. He is diversifying his risk by moving from a purely investor/brand officer role in a volatile publicly-traded company (F45) to becoming a co-creator of a new, potentially franchisable gym concept (MUNICIPAL GYM®).

The coming years will be crucial. If the Las Vegas Municipal Gym, powered by the operational expertise of EōS Fitness, proves successful, it is highly likely that Wahlberg will look to scale it rapidly through a new, exclusive franchise model, cementing his legacy not just as an actor, but as a dominant force in the global fitness industry. This strategic expansion confirms that the Wahlberg fitness empire is actively growing and adapting to new market opportunities.