Founder and Managing Partner

J. Madden founded his career building award-winning commercial real estate developments with the John Madden Company. His expertise includes seeing projects from concept to completion, with an emphasis on contractor management and architecture. In the mid-1980s, J. expanded his focus to the fitness industry when he conceived the Greenwood Athletic and Tennis Club. The facility has achieved national recognition as a model for suburban fitness, swim, and tennis clubs. Even today the club retains its place among the most elite fitness clubs in the country.


J. continued as a pioneer in the fitness industry when he founded Pura Vida Fitness & Spa in 2007. Located in Denver’s exclusive Cherry Creek North shopping district, Pura Vida’s holistic approach to club membership has captured national attention for its modern design, innovative fitness and nutrition programming, as well as customer service that draws from the best of the hospitality industry. With a club culture that focuses on inclusiveness, members are engaged not only in physical fitness, but also in nutrition, overall well-being, and in building a social community of like-minded people


J. was a member of the Young Presidents’ Organization and has been featured in such publications as Club Business International, Club Solutions and Club Industry, to name just a few. 



General Manager

Starting his career directing art galleries in San Francisco, Keith made the jump into health and fitness believing that “there had to be a better way to promote and give voice to a healthy lifestyle.” Developing innovative and consultative ways to brand, market, and position health clubs, he began with ClubCorp in the mid-1990s, focusing on tennis properties.

Moving into fitness and multi-sport clubs with Club One in San Francisco, he oversaw nine clubs in California, creating fitness marketing and membership programs that were featured in the Wall Street Journal, among other publications. In 2003, Keith and his family moved to Denver, where he began work as the West Region sales and marketing director, overseeing 13 multi-sport clubs in four states. Keith joined Pura Vida in 2008, spearheading the evolution of the club’s brand and offerings, “Developing Pura Vida and SpaVital has been amazing. It’s wonderful to be surrounded by friends who value health and wellness in their daily life.”



Matt comes to us from Boulder, where he was raised with a love of the outdoors and a passion for fitness. A licensed CPA in Colorado, Matt’s experience is in both financial accounting and tax. Having worked as a consultant with some of Colorado’s small businesses, Matt is thrilled to help Pura Vida continue to be Denver’s top fitness club.




Personal Training Director

Allison’s path to Pura Vida has been far from linear: she grew up on a sheep farm in Kansas, went to Yale to study classic music, then landed in Boulder in 2001 to spend “one year” living off the East Coast. Eager to embrace the healthy Colorado lifestyle, she dove into personal training and never looked back. Since then she has managed training teams with several large health clubs in Boulder and Denver, written three books on health and wellness, and worked on fitness videos with the likes of Valeria Bertinelli and Bob Greene. Allison is passionate about creating personal training teams that provide exceptional service and deliver lasting results. In her free time, she enjoys singing with St. Martin’s Chamber Choir, and travelling with her husband. 



Spa Director
A graduate from the University of Colorado at Boulder with a degree in Journalism, Lindsay conducted marketing, public relations and event planning for companies such as Land Rover, OZ Architecture and Swarm Collective before following her passion into the spa industry in 2008. She has worked with Tallgrass Aveda Spa in Evergreen, managed at The Oxford Club Spa and Salon in Denver, and was Spa Director for the award-winning Essentiels Spa in Boulder before joining SPAVital at Pura Vida. She believes in community involvement, results-driven treatments, and providing a tranquil and exceptional spa experience. In her free time, Lindsay enjoys being with her family and friends in the mountains near Grand Lake hiking, biking, and snowshoeing.



Member Services Director
Jillian joins Pura Vida as a Denver native with a background in customer service, management, marketing and sales. Prior to joining the team at Pura Vida, Jillian worked in a variety of industries as a lifeguard, a campus representative for Apple Computer and most recently in the fitness industry selling Pilates equipment. Involved in dancing and athletics for a good portion of her life, she understands the importance of a healthy lifestyle and is committed to exceeding your expectations as a member at Pura Vida. Welcoming you with a smile and her warm, fresh attitude, Jillian will ensure you have the best experience possible upon each visit with us.




Membership Director

John joined Pura Vida in 2011 and has played an integral role helping members become a part of our community. He embraces Pura Vida’s balanced approach to health and wellness, and has a friendly, honest, and receptive approach to communication and relationships with our members. John grew up playing competitive sports from childhood through college including running track and playing soccer and hockey. While attending St. John’s University, he enjoyed the opportunity to study abroad in Perth, Western Australia and has continued to enjoy international travel, culture, and food.  After graduating with a degree in Business Management and Psychology, John decided to pursue a path of improving people’s health and lifestyle working at luxury health clubs in Minnesota, Chicago, Denver, and Australia for the last eight years. John chose Denver as his ideal city, so he can enjoy everything the Colorado outdoors offers, from skiing to hockey with his family and friends.