Founder of our Denver GymJ MADDEN

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. 


Manager of our Denver GymKEITH MOORE

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. 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.”


Manager of our Denver GymMATT SKINNER

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.



Training director at our Denver GymALLISON WESTFAHL

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 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 at our Denver Gym JILLIAN KINGDOM

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.



Membership director at our Denver GymJOHN PETERSON

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. He 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 seized the opportunity to study abroad in Perth, Western Australia. He continues 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.