Founder and Managing Partner
J. Madden founded his career building award-winning commercial real estate developments with the John Madden Company. His passion is 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 achieved national recognition as a model for suburban fitness, swim, and tennis clubs. Today that same location 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. Not only for its modern design, innovative fitness and nutrition programming, but customer service that draws from the best of the hospitality industry. With a club culture that focuses on inclusiveness, members are engaged in more than just physical fitness. Also involved are 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. He created fitness marketing and membership programs that were featured in publications like Wall Street Journal. In 2003, Keith and his family moved to Denver, where he began work as the West Region sales and marketing director. At that time he was 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 taxes. 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.
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 away from 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 traveling with her husband.
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. She is committed to exceeding your expectations as a member at Pura Vida. Welcoming you with a smile and her warm attitude, Jillian will ensure you have the best experience possible upon each visit.
JAKE DE LA TORRE
A Colorado native and graduate from Colorado State University, Jake has a background in marketing, sales, finance, and management. After starting his career in the technology sector, Jake wanted to return to his passion for health, fitness, and overall wellness. Joining Pura Vida in 2015, Jake is committed to have his membership team ensure each current member, future member, and guest of the club experience the most out of their membership while pursuing a healthy lifestyle at Denver’s top fitness club.
Yoga Program Manager
Billy began practicing yoga in his twenties after years of being a competitive athlete. 13 years ago he happened upon the art of teaching, and over time adopted yoga as a lifestyle and career. At Pura Vida, he has been instrumental in bringing best-in-class yoga teachers and innovative programming to our members. From Ashtanga and Vinyasa to Tai Chi, Pura Vida's diverse class types and workshops have become a hallmark of the club. Billy grew up in Denver and lives in the Montclair neighborhood with his wife, three kids, and two dogs. He enjoys reading, running and biking around town, soccer, music, spending time with his family, and— of course—yoga.
Natalie recently relocated to Denver from NYC for a better quality of life and to immerse herself into health and wellness. With a diverse background in fitness, fashion and finance, Natalie wanted to integrate her passions into her professional career here at Pura Vida. She is also pursuing her Masters of Science degree in Clinical Nutrition through the University of Bridgeport. At Pura Vida, Natalie will consistently ensure that each member receives the greatest customer care and an optimal experience throughout their membership.