Pura Vida to pull plug in Cherry Creek

Cherry Creek health club Pura Vida Fitness & Spa plans to close in April and lay off 150 employees, according to a letter to staff obtained by BusinessDen.

“The current Pura Vida business model as it stands now is not financially viable,” wrote Founder J. Madden in the letter, which said the club plans to operate at full capacity until closing for good on April 15.

Madden declined to comment when reached by BusinessDen Wednesday.

The health club has operated out of 30,000 square feet at 2955 E. 1st Ave. in Cherry Creek since April 2008. In his letter, Madden said that “Our landlord has other plans and has been collaborating with us on an early exit solution.”

Image courtesy of Pura Vida.

Madden announced in July that Pura Vida planned to open a gym in RiNo at the World Trade Center Denver, a mixed-use project that has yet to break ground. Madden said at the time that Pura Vida Studio RiNo has a different set of owners than the Cherry Creek gym, and that he was the only common denominator between the two groups.

In a BusinessDen story about that deal, Madden said the average age of Pura Vida members in Cherry Creek is 38, and they pay an average of $175 a month.

The Wednesday letter to staff did not mention the planned RiNo location.

BusinessDen reporter Kate Tracy contributed to this report. 

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12 Comments on "Pura Vida to pull plug in Cherry Creek"

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Jenny Rialto

Sad. At one time this was the best gym in Denver. So many things changed, at the death knell was the new management that tried turning this once innovative gym into just another 24 hour fitness. But for $250 per month. My husband and I loved what it used to be, but when all the good people left in the fall, we knew its days were numbered. We need a nice and clean and innovative place in Denver to workout.

Jason McKendrick

The Denver Athletic Club is the nice, clean and innovative place you’re looking for! Please let me know if you would like to explore A Club For Your Whole Life.

Hailee Foerster

We are also sad that Pura Vida closed. We have tried TrueFit in Cherry Creek , the Cherry Creek Athletic Club, and SoulCycle. Unfortunately , none of these gyms measure up to Pura Vida. We have decided to buy a Peloton and join Fierce 45 and see how that works. Best of luck on your gym search!

Kiara Leasia & Jolanta Foltyn
Kiara Leasia & Jolanta Foltyn

We also purchased gift cards at the spa and no one warned us about the facility closing. Money gone- is this legal? Has anyone had any success contacting them for a refund?

Hailee Foerster

We were members of Pura Vida and are so sad that our beloved gym has closed. We were told we would receive a refund for our yearly membership by 4/1/19. We haven’t received the refund and haven’t success reaching anyone. Does anyone know who to contact to resolve this issue?

Rio Gossweiler

I was a member and told I’d be refunded the gift cards I bought for my massages. I submitted copies of my 2 cards in February and have yet to receive my refund. Teresa B, the controller said $ would be sent by the end of March. She expected Jay to be a man to keep his word. Nothing has been sent to me. Does anyone know how to reach Jay? Peloton, YES!!!
TrueFit has some good classes and they do hold them from early morning until at least 8pm!


How did you get in touch with them for your gift cards? I also have a gift card I need refunded.

Ashley LaBelle

same here. I’m so disappointed they ghosted and stole basically all this money from us. They sold my husband a gift card to him knowing the circumstances for $250 then shut down. Didn’t ever mention to use it right away. I’m beyond disgusted. They are thieves.


J Madden owned Pura Vida and to my knowledge still owns and operates Cherry Creek Athletic Club & Greenwood Athletic Club. I suggest trying there.


I also need a refund. Please let us know if you have contact information for anyone. Thank you!

Marisa Black

For my birthday in September 2018, my boyfriend credited my account at Spa Vital at Pura Vida. This company closed in April of 2019 without any notice to me. I had not used any money from this gift and was not refunded. Had I at least been notified, I might have been able to use the credit.

Victor Lucio Jr.

I also have a gift card for a hundred dollars, has anyone had any luck in getting refunded?