Mark Wahlberg’s activewear brand Municipal has unveiled its plans to become a lifestyle company, with flagship locations and other retail models beyond apparel in the pipeline. 

The firm is preparing for a new strategy named “the Muniverse”, which will bring about 20 flagship fashion stores in the next seven years, dozens of gyms in the next 10 years, and coffee shops, co-founder Harry Arnett told Modern Retail. 

The brand will also launch a membership program next week, with perks including discounts, free shipping and returns, and access to exclusive events.

“I want people to have a real connection to what the brand is about and really feel like they’re in a community,” Arnett said. “Community is at the epicenter of all we do,… and if you’re a fan of our gear, we hope you’ll be a massive fan of our experiential offerings, too.”

Founded in 2020, Municipal currently labels itself as a sport utility gear company and sells products mainly through its website and two stores in California.

The brand’s first flagship location opened in Oceanside last year, which also includes a coffee shop and a barber shop. The company plans to add three similar flagships over the next two years.

The first Municipal gym is set to open in Summerlin, Nevada early next year. It will be separate from the clothing flagship stores but share a similar goal around community. 

The company aims to tailor its gyms to local athletes, featuring run clubs and hiking clubs, locker rooms, fitness equipment, gear for sale and a coffee shop.