Founder of our Denver Fitness Studio J 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 - Denver Fitness Studio KEITH 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.”


Fitness director at our Denver GymALLISON WESTFAHL

Fitness 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 - Luxury Fitness Club DenverJILLIAN 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 of Pura Vida. Welcoming you with a smile and her warm attitude, Jillian will ensure you have the best experience possible upon each visit.


Membership DirectorJAKE DE LA TORRE

Membership Director
A Colorado native and graduate of 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 having his membership team ensure each current member, future members, and guest of the club experience the most out of their membership while pursuing a healthy lifestyle at Denver’s top fitness club.


Spa director at our full service luxury spaDANETTE SUGG

Spa Director

Danette is a graduate from Regis University with degree in Business Administration. Danette comes to us with 10 years of high-end spa experience. She holds a Cosmetology License, worked as a technician, has a background in hospitality, customer service, and sales. She is passionate about the spa and fitness industry; striving to continually learn and adapt to ensure each guest has an exceptional experience. As a Colorado native, Danette enjoys spending her free time being outside with her husband and dog, and traveling.  



Suspension Program Manager at our full service studio CAROL WEBBER

Suspension Program Manager

A Colorado native, Carol received her B.S. in accounting and finance at Metropolitan State University of Denver. Her passion for fitness and helping others led her to pursue years of education in the health and fitness industry. She oversees the suspension and VOLO yoga programs, delivering diverse classes and workshops by incorporating her experience in yoga, Pilates, group fitness, personal training, and VOLO. She is passionate about motivating and inspiring people to lead a healthy lifestyle and is living her purpose. She has started several fitness programs through Denver and has even produced a yoga DVD for kids.



Yoga Program ManagerBILLY POTOCNIK


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.