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In Print The Essentials

It’s Time to Compete Against Specialty Studios


Tips for competing against a niche studio.In this era of  “small specialty studios,” Pura Vida remains the hottest club in Denver by staying on top of emerging trends with ease. We have done so by recruiting Denver’s top instructors who have expertise in niche areas of fitness and wellness. These experts have given us an edge and allowed us to run what feels like several small specialty studios under one roof.

Let me take a few moments to describe how each of these studios is unique, allowing us to compete with specialty studios, while still boasting a host of other offerings.

Starting from the ground up, “The Underground” by Pura Vida is a small group training studio that allows non-members and members alike to get in a CrossFit-style workout. Classes are led by highly educated and experienced fitness professionals, allowing for the toughest and smartest workout experience in town.

“Studio 1” lives just above “The Underground” and houses our Kinesis circuits. In this studio, members can experience HIIT, core-focused and foundational classes in a small group setting, utilizing the Kinesis equipment.

Two floors up, the fitness floor shares space with two studios, “The Performance Studio,” our indoor cycling space and “The Fitness Studio,” dedicated to specialty classes such as ballet barre, boot camp, mat Pilates and yoga fusion classes.

At the very top, on the fourth floor, is the most spectacular yoga studio in Denver, where the yoga team has set itself apart as a community that is dedicated to a mind-body experience that is much more sophisticated than the average “gym” yoga atmosphere.

Why is it beneficial to offer such a myriad of spaces? Because it allows us to compete with the booming specialty studios popping up across the country, such as Orangtheory Fitness or Pure Barre. As a result, it’s no wonder our membership is exploding and we will continue to be successful. Can you follow suit?


Sarah Fox is the group fitness talent and programming manager for Pura Vida Fitness & Spa. For questions on programming, she can be reached at sarahf@puravidaclub.com.

Emily Harbourne

Emily Harbourne is the former assistant editor of Club Solutions Magazine.

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