- All right, ready? - Yeah.
- Hey, guys, have you heard
about our new menu at Wahlburgers?
Six new killer-- nine new killer sandwiches.
Wow, four salads, plus-- [babbles]
I was going too fast.
Ready.
Wow. Have you gruys--
"Have you gruys." [laughter]
You know that Wahlburgers now has
over 40 new menus on the item--
"Menus on the item." Shit. Oh, my God.
What are you doing with this?
You're trying to Dutch the camera.
I seen you. - Dutch angle?
- Stop it, Archie.
Okay, hold it up. Hold it up. Come on, guys.
You're getting tired already?
I've been working for 10 hours. - Yeah.
- You've been working for two minutes.
Come on, bud. - Camera two.
- You're coasting tight. [laughter]
Hey, look, when you're partnered with me, baby,
sometimes, you gotta multitask. - Oh, shit.
- We're gonna have you doing all kinds of stuff.
- Clearly. - Okay?
[laughter]
[paint can rattles]
[dramatic music]
♪ ♪
Tomorrow, I gotta do a shower scene.
- A shower scene? - Mm.
They had me naked in the tube.
And the water coming in,
drowning me. [groans]
- [laughs]
We've been here for over 70 days now.
I think as long projects go on,
it starts to get a little bit more difficult.
And we realize that he is fatigued
and spending so much time away from family.
- Yes. I gotta get home.
You come hang with me tomorrow, though.
- Okay.
- What? You're not even an actor, man.
You got no business being here.
You want a big part?
- Yeah. I wanna get knocked away,
like the guard that gets knocked away.
- You a method actor? - No.
- You want some practice? - I'm not method.
I met Mark
working on the show, "Wahlburgers."
I was the showrunner.
He kind of took a shine to me right away.
Well, I shouldn't say "right away."
He took a shine to me eventually.
Archie, let me pick out a hat for you.
A bomber.
- Okay. [both laugh]
- Yeah. Look.
- That's a look. - Very sharp.
- Oh, get the fuck out of here.
- Archie is also another wonderful partner.
He got kind of thrown in the deep end with us,
and, um, I'ma be interested to hear what his take is
on dealing with me.
- Of course, Mark gives me shit.
[laughing] He always likes to
give me a hard time in a very brotherly way,
which I get a kick out of.
- I love everything about Archie,
except for the fact that he's a Jets fan.
But I even tolerate that too because they're so bad.
- After several seasons at "Wahlburgers,"
Mark said, "How about we work together on a company?"
And I was--of course. I mean,
that was an incredible opportunity,
and it definitely,
you know, changed the course of my career.
- Archie really cares about the work
and wants to do great stuff.
He's also kind of, you know, going through this
for the first time, you know, building his business
with us.
- When I became president and partner of Unrealistic Ideas
with Mark and Lev, we wanted to do documentary films,
docuseries, non-scripted programming, and podcasts.
There's a lot of pressure on me
to have this company succeed.
And you see how hard Mark works,
and you feel like you wanna be able to match that energy.
Mark has given me the keys to the corvette.
It's up to me now to get to the finish line
as fast as possible.
[church bells ringing]
[pop music playing over radio]
- [sighs] Oh, shit.
- There is a glamorous side to the job,
but it comes with its downsides,
which is, obviously, if you have a family,
you don't get to see them as much.
It generally is a 24/7 commitment.
And nothing beats being at home with your family.
[radio channels switching]
- Violence was allowed
to spiral out of control in the province of--
- ♪ You're so vain ♪
♪ I bet you think this song is about you ♪
- Oh, is this Carly Simon? - Yeah.
Oh. Oh!
- ♪ And your horse actually won ♪
- Original diss track. - Yep.
- That's one of my favorites.
♪ Ooh, you flew your rear jet up to Saratoga ♪
♪ To see the total eclipse of the sun ♪
Yo, what'd she say?
♪ When you're where you should be ♪
♪ All the time ♪
♪ And when you're not, you're with ♪
♪ Some underworld spy ♪
♪ Or the wife of a close friend ♪
♪ Wife of a close friend and ♪ That's cold.
[both chuckle] - ♪ You're so vain ♪
♪ You probably think this song is about you ♪
♪ You're so vain ♪
♪ So vain ♪
[overlapping chatter] [laughter]
- How long you in London for?
- Uh, I've been here since September,
so I'm done, uh, December 20th.
- So right before Christmas, huh?
[soft music]
- When you own your own business,
everything you do, you're doing for your children
and your family, but
there are sacrifices that you have to make.
You gotta travel,
you know, take time away from your family.
But at the end of the day,
you could be working for a company,
not working for yourself
and missing those same type of opportunities.
- Okay.
[solemn music]
[line trilling]
Hey, buddy.
- How'd the interview go?
- I know it's not your first choice,
but, you know, I talked to the principal after,
and I think there's a way to have you
get a little extra help that you're gonna need
to be successful.
- I love you.
- Bye.
[indistinct chatter]
- Hello, fellow students. - [laughs]
- No, so, um, Mark.
He feels like, what we sent him on those samples in London
was not visually appealing.
And on the fabrics,
we can get even softer.
We got the first prototype,
and it just wasn't up to our standards.
It didn't have that ruggedness
that we felt like Municipal was,
and we had to start over from scratch
kind of late in the process.
That's been challenging because
we're going direct from day one.
It's municipal.com.
All digitally native brand.
We're meeting with Mark when he gets back.
The thing he most wants to talk about is
our color palette.
- Yes.
How we pick the colors that we want
for a new season
is kind of the most, like, tense,
stressful part of the whole thing--
coming up with, like, your color palette.
- We got a little work to do still,
but we'll get there.
- He wants us to get bold. - Mm-hmm.
- And have it in the market in six months.
- Yes. - Right?
[laughter] - Right, exactly.
- In the perfect colors. - Exactly.
[dramatic music]
♪ ♪
- We've been involved with F45 for quite some time.
We're still in the middle of negotiating a deal
with the parent company, you know, for us
to open up multiple studios in multiple territories.
But I've always had a knack
for grinding, working hard,
and I don't pride myself on doing anything
other than being successful.
The great thing about F45,
it really is a win for everybody.
- This master franchise agreement
that we're working on, because it isn't finalized yet,
you know, there's a chance that it falls apart.
- And he asked this... [overlapping chatter]
- So now, Mark is using all of his resources
to promote the company and the brand.
And once he's proven out its value,
hopefully, we could, you know, just sign the contract
and focus on getting people in the door
and start getting them fit and healthy.
- Hey. - You all right?
- Ruben. Nice to meet you.
- Hi. How are you? - Nice to meet you.
Thanks for coming. - Thank you for having me.
- Yeah, it's gonna be fun. Have you been to one before?
- Mm-mm. - Oh, cool.
We're gonna have a nice time.
- I feel like the pace is
gonna be quite fun. - The great thing is,
you can do at your own pace, and your own level of weights.
- Yeah. Okay, cool. - Cool.
- Are we ready?
[all cheer]
- Mark's ability to promote, I think, is second to none.
He leverages his whole network,
all of the different friends that
also have a different type of reach,
so that viral effect is just so powerful.
- Happy National Workout Buddy Day.
- Yeah. - Just killed it with the homie.
- As a business, working with a celebrity,
the company benefits with what we call "earned media."
That means that every time you see that celebrity's movie
or hear that song by the celebrity,
you wanna support that company
'cause that company was smart enough to have
such an amazing individual carrying that flag for them.
- F45. Team training.
Life-changing.
- How was the workout?
- That was a workout.
- If y'all do F45 training, man,
I respect the hell out of y'all.
[exciting music]
- Not so bad after all.
- I wanna create an excitement
and awareness of the brand.
And we're like, you know,
the Nike of fitness,
and we're, like, literally changing the game
and changing people's lives.
Hopefully, we convinced the parent company,
you know, that I can actually be a person
who brings added value to the equation.
[hip-hop music]
♪ ♪
Archie. Come here. Come here.
Lookit. Lookit. Look at this production value we have here.
Archie's doing it like this.
[laughter]
Pointing at whoever's speaking. - It's like Gene Rayburn.
- Let me ask you a couple questions.
- Happy to.
- You don't trust me, huh? [laughter]
No. - I do trust you--
- The more I look at you, the more we get to know each other,
the more you remind me of... - Who?
- David O. Russell. - Oh, really?
- Oh, yeah. - A good friend of yours.
- He's terrified. [both laugh]
He's always scared I'm gonna do something.
- All right. And, rolling!
- It's been really fun shooting a movie in Europe,
but it's time to get home
to be with my family.
- Yeah, get it. - Archie, come on! Have one.
- What is it? - It's ginger.
Try it. It's good for you.
But we all pop it. One sip. Come on.
Toast.
Give it to me. I'll drink some of it.
[all groan]
- Fucking awful.
- Put some meat on your bones, Archie.
[exciting music]
Being separated by my family,
you know, it's the biggest sacrifice always for me.
It's part of the gig, you know?
I gotta go where work takes me, and, um,
that time apart, you don't get that time back.
Benny. - Yeah?
- What's up, bud?
Look at that. Autographed LeBron James.
- What's NFLBA? [chuckles]
- Jordan. Offense.
You guys opened more?
- 11 1/2 hours.
We shot yesterday,
worked out, packed,
went right to the airport,
11 1/2 hours, got here.
Brendan stayed up late
so he and I could spend time together.
- Oh, it's one of my cards. It's Walt Frazier.
- What's up, CardBoy?
- Yeah!
I wanted to do something to be able to get my kids
off of video games and engaged in something,
so we started talking about collecting cards,
and they're super into it.
What do we got so far, guys?
You guys follow thecardboyz on Instagram?
What's your Instagram?
- thecardboyz.
- We're just getting started,
but hopefully, I will be able
to kind of put my kids in a position
to build a business and learn a bit of responsibility.
- It smells like good ones. - The only problem with these?
No gum.
I'm trying to train Brendan.
He's ready to take over the family business anyway.
- Dan Marino. - Dan Marino?
[cries comically]
- Oh, my gosh.
You wanna watch a movie with me?
- What?
♪ ♪
[bird wings flapping]
[upbeat jazz music]
♪ ♪
- Which sweatshirt--
which color works for which sweatshirt,
which T-shirt, which short. - Uh-huh.
- Harry seems stressed.
- What makes you think that, Mark?
Why do you think I'm stressed? I'm not stressed.
Why do you think I'm stressed? - With Municipal,
I still haven't really got them to hone in
on exactly what I like,
and want, and expect.
And I've been a bit surprised at how many times
we've had to look at samples,
see what the fabric looks like,
the color, the fit-- all of those things,
so it's been a process.
- I don't know if Mark would've picked that color last time.
- Oh, I'm obsessed with color.
So, you know? [overlapping chatter]
I think that color is what's going to separate us
from everyone else.
- I would love for us to pick
two to three additional hoodie colors.
Add to what we already have.
- It's, like, almost like periwinkle.
- Yeah. - Right?
I would definitely keep this magenta.
I was like, "What the heck?"
You know, whatever happened to blue and orange?
And fucking pink, and purple, and green?
A fucking guava, and all this other shit.
- I have a whole presentation I wanna show you too
that's on orange color theory.
Do you have a minute? Do you think we could do that?
- Why do you have to constantly break my balls?
We're gonna do that next time. - We'll do it next time? Okay.
- Gonna carve out four hours for that.
- So-- - No, this one.
- Put them all on here. They all go with that.
Done.
- It's a process. - It's a process.
[laughter]
[eerie music]
[phone chiming]
- That's incredible, man.
[chuckles] This means so much.
It was a lot of hard work,
you know, kind of getting the terms finalized
for the master franchise agreement,
but we got it across the line.
I can't wait to break the news to the team.
Everybody's fired up and just ready to go.
- We're excited. It's all happening.
We've got a great team that's really passionate about it
and wants to open up multiple studios
in multiple territories.
Right now we're just looking for different ways
to continue to help people stay as healthy as possible.
[exciting music]
- Ryan and Mark clearly have a great relationship,
and I see them, you know, doing very big things
with the F45 franchise model.
[people cheer]
♪ ♪
- Mark is on the front lines,
you know, opening up these franchises of his own,
which is the best possible endorsement
we could ever hope to see.
- Oh, it's incredible, man.
Well, thank you for all your help through this.
It was a lot of relief, a great sense of accomplishment.
Shannon.
But also, this feeling of,
okay, now the real work starts.
We're gonna need you to figure out
how to clone yourself...
- [laughs] - 'Cause we need 100 of you
every year.
- I'm on it. This is awesome.
How soon can we start? - Oh, yesterday.
- [laughs] - Yeah. I hope you're ready.
- I'm ready. - Yeah?
- Now, we can really help grow the brand itself,
but also open up a lot of studios for us,
which we thought could be a very lucrative business.
- Yes! That's awesome. - Yeah.
- Can't wait.
[slow jazz music]
♪ ♪
- I'm dry, baby. - Yeah.
- I'm the dry guy. Discipline.
What's today's date?
160 days today. - Wow.
- Boo-boo, not a sip. Not a drop.
- Right. - Birmingham, right?
- All right, so, Archie, let's hear it.
- Well, this here is all a slate
of all the shoot we have in various stages of development.
Look, I took a pay cut to start this company,
and I'm taking a lot of gambles, you know.
I'm making a lot of sacrifices.
I'm willing to bet on myself
and, of course, Mark and Lev too.
Those guys bring a huge amount to the table,
and they have already succeeded tremendously
in the entertainment industry.
So I feel a lot of pressure to have this company succeed
so I can do right by them.
And we gotta lock in in one of these series, you know?
The thing is, we haven't even had anything on the air yet.
Once "McMillions" comes out, people see the company,
you know, it's gonna be a next level.
So we just sold a limited documentary series
called "McMillions" to HBO.
It's the first thing we've ever sold.
And because we're such a new company,
there's a ton at stake.
So we need this to be a game changer for us.
They just dropped the teaser for it.
- I know.
- That's it?
- Oh, 500,000.
Well, when we pitch--
- Yeah. Exactly.
[laughter]
♪ ♪
[hip-hop music]
♪ ♪
Gonna go see Municipal. [chuckles]
- Hey, Mark. - Oh, hey, buddy.
- Come on in.
This is all domestic fabric, different kinds of fabric.
All of it's white because we'll send it out to dye.
[mellow music]
- The apparel business is something
I was always hugely passionate about
and wanted to be a part of, and, you know,
we think the sky's the limit.
- And this one, before it's going to printing,
they're all trimming it all out over here.
This is the shrinkage that's added.
Once it goes to dye, that's when it'll shrink to size.
That way, it hits the spec that you guys provide for us.
- Very cool, huh?
- It's great. It's impressive.
- You have to learn about your products
more than anything else.
And through that, you get these incredible insights
that let you understand how to connect your products,
your services, to the consumer and the audience
in a way that's really relevant.
- You ever sell your own stuff, Mark?
- Dude... - [laughs]
- I don't know if you saw that picture that I posted
of me in the second grade. - Yes.
- Those are my brother, Bob's pants.
He's two kids older than me,
and my brother's sneakers,
so yeah, there was lots of sewing, hemming.
- So where are you on the-- - I'm the youngest of nine.
- So probably not a lot of new stuff getting to you.
- No. I mean, I tell you, I was trying to get my kids
to grasp the idea that my oldest sister
bought me my first pair of Converse--
Chuck Taylor, all white--
and I did everything that I could
to keep them white--
you know, shoe polish, toothbrush--
like, cleaning them until
you couldn't keep them white anymore,
and then I did everything I could
to burn a hole in the bottom.
So dragging them on my bike,
on a car, you know, on the concrete--
- To get them worn? - To try to get a hole in them
to get another pair of shoes.
- Oh. Oh, I see. - Yeah.
- We're gonna go through some stuff here.
- Yes. - Mark, what you're gonna see
on the wall here really is
three different fabrications of T-shirts.
- It's the smallest details in the fit.
Like the pitch of the sleeve,
is it, you know, winging out?
When you raise your arm, do the shoulders go up?
It's all that stuff that makes the T-shirt,
when you put it on and it's done right,
like, "This is my favorite tee in the world."
- Yeah. I think, overall,
Harry especially, and his team,
have a very good idea of what
the mass consumer's looking for and buying.
- If this is available online,
you'll order it from so many different climates.
- Our investor, Mike Raymond,
was willing to kind of bet on us
and finance the company at a pretty significant number,
so we feel a huge, overwhelming amount
of responsibility to make sure that we're successful.
- Bye. - Bye, guys.
- Thanks, Mark. - All right.
Okay. - Thank you.
- Thank you for being here.
- My bad. - [laughs]
- Mike Raymond and I, we met through a mutual friend
and started talking about partnering up with Wahlburgers.
From there, F45 and Municipal.
Mike's super smart, really, really knowledgeable,
and I wanna hear his opinions and thoughts.
- Yeah. Right.
- After what was going on
in London with Wahlburgers, I mean,
we had to have a conversation about a lot of things.
[tense music]
♪ ♪
Oh, thanks, guys, for meeting with us on short notice.
- Yeah. - I know these guys
have told you a little bit about what's going on.
Have you guys visited Wahlburgers anywhere?
- I'll just talk about my experience, right?
You know, first of all, it is totally unexpected
to walk into a place called Wahlburger
and see a big bar like that.
We sat there because there was a wait for tables
and it was open seating at the bar.
And there was one bartender. - Mm-hmm.
- That was taking food orders from 28 seats
and providing service-bar services,
and serving us drinks, and washing glassware.
And was also the person that ran to the window
to pick up to-go orders.
Like, one guy.
If you're asking for a "pull no punches" analysis
of the three big ones,
I would give the menu, uh,
probably an 8/10 for creativity,
a 5/10 for execution,
and the service a,
3 1/2 to 4 out of 10
for meeting customer expectations.
- [dejectedly] Mm-hmm.
Fuck!
[dramatic music]
♪ ♪
- You know, the way it actually was executed
was a disappointment based on what
expectation of the menu had set up.
- Mm-hmm.
I think we need direction.
We need real experienced people in the space, um,
to be able to kind of help us achieve our goals.
- When it's all going great,
everybody's a genius, everybody loves everybody.
It's fantastic. You're making a lot of money.
You're making a lot of people happy.
But a business is really
tested when it goes bad.
And that is the mark, in my opinion,
of a good manager in business--
dealing with the unpleasant.
- I mean, ultimately, when we started this business,
I was like, "I wanna grow and build a business
that I can pass on to future generations."
And then, I was like, "Oh, my God,
"we gotta figure out how to make sure that this business
"is profitable for the people who are, you know,
taking a risk on us and invested in us."
And that being said, there's days where I'm like,
"Why the fuck did I get involved in this shit?"
You know, it's just frustrating.
You know, we're in it for the long haul,
but we wanna figure out how to do it the right way.
- I mean, every day that goes by,
there's money left on the table,
so, you know, the key to everything is to understand
what the objectives are.
- Um, running and operating restaurants,
multiple units, it's not an easy thing to do.
Lots of problems.
- Nice to meet you. - The biggest takeaway is
don't continue to wait for things to fix themselves
because if they were fixable,
they would've never been fucked up in the first place.
Excuse my language.
[plane whirring]
[dramatic music]
- Right.
- You have to be able to do the job
and deliver on the highest level.
- Yeah.
And look, you see other people
who we've been in business with,
and if they ain't cutting the mustard,
they get clipped.
♪ ♪