The Crunch Fitness that anchored 8000 W. Sunset Blvd. for 29 years is set to become an EōS Lux gym, complete with a hot tub, cold plunge, infrared sauna and an on-site juice bar. EōS Fitness plans to sink $6 million into renovating the space, according to the gym's website, with an on-site juice bar serving nutrition-driven drinks for members heading in or out of workouts.
Crunch Fitness closed the West Hollywood location on March 31, ending a run that began in 1997, after the company failed to reach a favorable lease renewal with property owner Kimco Realty, as reported by WhatNow. The closure freed up prime real estate along one of the country's busiest commercial strips for EōS's latest urban flagship. EōS will partner with Kimco Realty again on the new site, continuing a landlord relationship the two companies have built elsewhere.
The 8000 Sunset Strip shopping center where the gym will sit is a 170,000-square-foot, three-story complex at Sunset Boulevard and Crescent Heights Boulevard that sees more than 80,000 vehicles pass daily, according to Kimco Realty. The center is anchored by Trader Joe's and AMC Theatres, sitting right on the border between West Hollywood and Los Angeles.
What EōS Lux Brings to the Sunset Strip
The new location will be branded EōS Lux, joining existing Lux locations in Downtown LA and Hollywood alongside the company's flagship at the Beverly Center, per the gym's website. Beyond the hot tub and cold plunge, the Lux concept features a high-intensity recovery area called The Tank, which will include massagers, compression boots and stretch tables. Members will also have access to EōS Smart Strength technology and Gainiac AI, powered by EGYM, for equipment guidance.
EōS Fitness became the first gym operator in the United States to deploy EGYM Genius, an artificial intelligence platform that generates automated, location-specific workout programs based on member goals and machine availability, according to Athletech News. That system draws on more than seven billion data points to refine training plans over time. EōS Fitness is also planning to experiment with reformer pilates offerings at select locations, and the company has been rolling out AI-driven smart equipment across its portfolio.
EōS Fitness CEO Rich Drengberg said the Sunset Boulevard location represents a new era in health and fitness. Standard EōS memberships start between $9.99 and $15 per month, while the premium Lux tier begins at $39.99 monthly for access to the recovery amenities and AI-driven equipment, positioning it to compete directly with boutique urban fitness clubs at a comparatively accessible price point.
An Aggressive Southern California Buildout
Drengberg's history with the region runs deep. He spent 15 years as vice president of sales and marketing for the Gold's Gym franchise run by Angel and Willy Banos in Southern California before leaving in 2015 to lead EōS Fitness, according to HALO Talks. A decade later, EōS acquired 23 of those same Gold's Gym locations from the Banos brothers in October 2025, instantly expanding its regional footprint to 46 clubs and making Southern California its largest U.S. market. The deal added more than 1,000 employees and grew EōS's overall portfolio by nearly 20% overnight.
That growth has been backed by serious capital. Private equity firm TSG Consumer Partners acquired EōS Fitness in a deal valued at roughly $1.5 billion, funding the chain's target of reaching 250 locations by 2030, per the same HALO Talks report. TSG previously backed Planet Fitness's expansion from 400 clubs to more than 1,200.
EōS Fitness now has 225 gyms open or in development nationwide, with locations in Los Angeles, Las Vegas, Salt Lake City and Phoenix, plus strongholds in Florida and Texas, according to WhatNow. The Dallas-based chain opened nine new gyms across the country in the second quarter of 2026, including new Southern California locations in Long Beach and San Bernardino. The company surpassed two million active members nationwide by the end of 2025, fueled by a fourth-quarter footprint expansion of more than 20%, according to a company release from EōS Fitness. In the fourth quarter alone, the company opened five gyms, signed 13 leases and reinvested $13 million into existing locations.
Multiple LA Projects in the Pipeline
The West Hollywood project is not an isolated bet. EōS Fitness has multiple Los Angeles-area locations in development and expects additional openings over the next couple of years, per WhatNow's reporting. The company has framed its four high-profile LA locations, Downtown LA, Hollywood, the Beverly Center and now West Hollywood, as a strategic network spanning the city's core entertainment and retail corridors, according to Athletech News.
EōS also maintains a national charitable partnership with the Challenged Athletes Foundation, having raised more than $550,000 to fund grants, adaptive training and specialized equipment for athletes with physical disabilities, according to the Challenged Athletes Foundation. Adaptive athletes have frequently participated in EōS grand opening events across Southern California to host sport demonstrations. An exact 2027 opening month for the West Hollywood Lux location has not yet been announced.
