EoS Fitness To Open a Luxury Gym in West Hollywood, Replacing Crunch WeHo

The fast-growing gym chain is investing $6 million to transform the former Crunch West Hollywood space on the Sunset Strip, with plans to open in 2027

EoS Fitness is bringing an upscale concept dubbed “EoS Lux” to the Sunset Strip in Southern California, taking over a former Crunch Fitness location at 8000 Sunset Blvd. in a $6 million renovation set to open in 2027.

The new EoS club will occupy the same space as Crunch’s West Hollywood gym, which will officially close on March 31. The paves the way for the PE-backed EoS Fitness to transform the space at the corner of Crescent Heights Boulevard and Sunset Boulevard in partnership with property owner Kimco Realty.

The move adds to EoS’ growing Los Angeles footprint that already includes lux gyms in downtown Los Angeles, Hollywood and a location at the Beverly Center. Earlier this year, EoS acquired 23 Gold’s Gym locations in the region, instantly making SoCal its largest market and expanding its overall footprint by nearly 20%.

The new WeHo location will also include AI-powered personalized training plans via EGYM and a slew of recovery amenities such as a cold plunge, hot tub and infrared sauna, Power Plate, stretch tables, red light rollers, Hyperice percussion massagers and Normatec compression boots, CryoLounge+ loungers and massage chairs.

A creator-ready studio outfitted with custom art and lighting by local artists will also be offered, along with a juice bar.

“This legendary location anchors our continued expansion across Los Angeles’ core neighborhoods,” EoS Fitness CEO Rich Drengberg said. “We’re proud to deliver another lux experience and to partner with Kimco Realty again to create a next-level fitness destination that reflects the energy of one of the most vibrant communities in the country.”

Kimco Realty vice president Chris Byrd said the fitness addition is part of a broader investment in the property, including a reconfiguration of the center and planned façade and common area upgrades.

EoS now has more than 225 locations open or on the way amid rapid expansion over the last few years.

The high-value, low-price (HVLP) chain surpassed two million members in 2025 and, in a rare move, elevated its base membership tier (starting at $9.99 per month) by adding access to its cinema-cardio rooms, basketball courts and locker room saunas without requiring members to upgrade.