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Actor Mark Wahlberg is building a new, affordably priced gym concept aimed at competing with pricier longevity-focused wellness startups. The venture would offer services like cold plunges and blood panels alongside more everyday amenities such as protein muffins, positioning itself as a budget alternative to high-end biohacking clubs. Wahlberg previously invested in a gym chain, F45, that struggled financially and was delisted from the New York Stock Exchange. His latest effort comes as consumer interest in longevity and wellness services has surged, with numerous startups charging premium prices for health optimization services that Wahlberg hopes to make more accessible.