Founded in Oceanside by Wahlberg, Stephen Levinson and Harry Arnett, Municipal is grounding its national expansion plans in movement and community, planning 20+ hubs and gyms across the U.S.
Municipal is taking a different approach to what it means to be an active lifestyle brand.
Co-founded by Mark Wahlberg, Stephen Levinson, and longtime sportswear executive Harry Arnett, the company began in Southern California with a goal to make products that help people feel ready to move, offering everything from performance outerwear to sneakers. Just as central to its identity, though, is a focus on mentorship and community, which now sits at the core of its expansion across the United States.
“We exist to help people transform their lives through motion,” Arnett, who serves as the brand’s CEO and co-founder, told Athletech News. “When someone puts on our gear, we want them to feel ready, physically and mentally, to get after whatever moves them. It’s not just comfort or performance; it’s the belief that Municipal is a catalyst for action and confidence.”
Redefining a Flagship
Municipal’s flagship locations in Los Angeles and Oceanside, California, were designed to be something more than storefronts.
“We never wanted our spaces to feel transactional,” Arnett explained. “They’re not just places to shop; they’re places to connect.”
Both locations blend retail with training and creative areas, serving as hubs for events, workshops, and local collaborations.
“When people walk in, we want them to feel motivated, inspired, and part of something bigger,” Arnett said. “It’s about creating an environment that pushes you to do something meaningful with your day.”
The company plans to open more than 20 new hubs and gyms across the country by 2026. Arnett described these spaces as essential to how the brand builds relationships, offering a level of connection that’s hard to replicate online.
“These hubs are where product, coaching, and community come together,” he said. “They create an immersive experience you can’t get through a screen.”
Mentorship Is Important
One of Municipal’s most distinctive initiatives is its Next Gen Brand Immersion program, a free, week-long mentorship for local high school students. The idea came from a conversation Arnett had with his teenage daughter, who asked how he actually ran the company. That question became the spark for a program built around access and transparency.
“Teens are already shaping the future of the category; they’re the cultural signal and real-time R&D lab for what ‘active’ means next,” Arnett said. “By bringing them in early, we both learn and teach.”
Students work through every stage of product development, from concept to launch, supported by Municipal’s team and local mentors. Their week ends with a capsule collection featured on Municipal.com, giving them a tangible sense of what it means to build something from start to finish. A second session is planned for August 11 to 15.
“Early engagement isn’t charity; it’s how the industry stays relevant and responsibly led,” Arnett added. “It turns future consumers into co-creators and keeps us culturally sharp.”
Forging a Brand Culture Through Design
Arnett’s background in sportswear and golf — he’s been with brands including Callaway, TaylorMade and Russell Athletic — informs how Municipal approaches design.
“Performance isn’t just a checklist of tech specs; it’s about solving real moments people live through and making sure they feel great wearing it every day,” he noted. “In golf, apparel signals identity. You see someone in golf gear, and you know what they’re about. That’s culture meeting function. At Municipal, we’re doing the same across all aspects of life.”
That philosophy, pairing purpose with performance, has guided the brand’s growth from a Southern California startup to a national name. But for Arnett, the goal isn’t just increased reach, but resonance.
“Every brand says they make great products, and the best ones do. So do we,” he said. “But what matters is why. For us, it’s about helping people feel ready to move, connect, and make something of their day.”
