It appears the city of West Hollywood is getting a new health and fitness supplement store on Santa Monica Boulevard, just down the street from the new up-and-coming John Reed Fitness gym. According to the City’s eTrakit permit portal, on August 8, 2023, XEELA FITNESS–a fitness supplements store–applied to open a new retail space at 8555 Santa Monica Boulevard, which is the former home to the long-gone Collar & Leash.
According to eTrakit’s permit information, the tenant is making improvement to the space, but there are no plans for demolition or opening of existing walls or ceiling. There have been two inspections to the interior wall framing recently, one on September 28, and another on October 5. An inspection on the structural concrete is scheduled for October 11.
XEELA is described as a performance and health supplement line consisting of premium, clean plant protein, pre-workout, and apple cider vinegar capsules. Their products are independently tested by the BSCG (Banned Substance Control Group) ensuring there are no illegal substances or toxins in their product. They also produce a fitness app.
“With years of expertise backing the product, you can rest assured that you are putting the highest quality of ingredients in your body, not to mention the taste that has been designed to be the best in the market,” reads their Mission Statement. “We score higher than our competitors on every front including quality, taste, and effectiveness. XEELA® delivers on its promise to make you feel good about what you are drinking. Switch to the strong side and see what all the excitement is about. XEELA® ingredients and formulas have been scientifically authenticated in order to aid in making your healthy lifestyle more effective, and helping you to achieve your physical goals.”
8555 Santa Monica Boulevard was built in 1940. Before Collar & Leash, it was home to EZTV Video Center. EZTV was founded in 1979 by video pioneer John Dorr and a team of independent writers, actors and technicians. Way before YouTube, EZTV was creating video art and producing critically acclaimed video projects with little to no budget. The parking lot of EZTV is famously known for once displayed the West Hollywood Sign back in the mid-80 to early 90s.
There were talks of redevelopment to the space at 8555, proposing a five-story pedestrian-oriented building with retail spaces, restaurants, and cafes surrounding a landscaped open-air plaza. However, those talks seem to have ceased as For Lease signs went up at the building.
There is no opening date available for XEELA at the West Hollywood location at this time.
To learn more about their supplements, visit: https://xeelafitness.com/