Westside is tiny, and was even tinier before they expanded, it's part of the selling point that if you're picked, you're part of an elite club. Simmions makes his money from consulting and equipment.
He is pretty nice if you want to ask him questions, or duck your head in for a quick look. You basically just need to pick up the phone, and let him know you're serious.
Most of the larger powerlifting clubs are like that, by appointment only, but they're not money making ventures.