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.
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.
Heather most recently held the position of Health & Fitness Director for the esteemed Atlantic Club in New Jersey. Heather’s launch of our KINESIS program at Pura Vida comes after having had the experience of opening the 2nd such facility in the United States. Through her passion for community outreach and event planning, she worked closely with the Avon Foundation in recruiting over 250 members and guests to raise over $500,000 for breast cancer research and funding. Heather has also organized and hosted an annual community health fair, women’s health day, senior health and fitness day as well as a running and triathlon camp with 6-time Ironman champion, Mark Allen.
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.