Pura Vida to Open Second Location at World Trade Center Denver

By Rachel Zabonick on July 16, 2018

J Madden, owner and founder of Pura Vida.

Pura Vida is set to open a second location — Pura Vida Studio RiNo — in 2020 at the new World Trade Center Denver.

According to J Madden, the founder and owner of Pura Vida, the second location and new concept will offer residents of Denver’s up-and-coming River North Art District (RiNo) the same brand values and commitment to service that’s found at the brand’s Cherry Creek location, with a focus on studio fitness curriculums.

“In the Denver community, Pura Vida is known for the excellence of our instructors and offerings,” said Madden. “So this is just the continuity of that excellence.”

Pura Vida Studio RiNo will take up the entire second floor of the World Trade Center Denver office tower. The 15,000-square-foot facility will offer traditional cardio and strength offerings, in addition to a variety of dedicated studio class experiences such as yoga, meditation, indoor cycling, barre and functional fitness/HIIT. The location will also have access to World Trade Center Denver’s 20,000-square-foot Sky Garden for outdoor classes and events.

Madden explained the project provides a perfect opportunity for Pura Vida to respond to the growing boutique trend. Pura Vida Studio RiNo will allow members to enjoy a variety of high-quality studio experiences under one roof.

“We thought, how do we take these different studio concepts and bring it together into one location?” said Madden. “So for time management, people who are driving around to four or five different [concepts] — we’ll provide all of those different modalities at one premier location.”

Pura Vida Studio RiNo will boast the same brand architecture the company has become known for, paired with the same high-end, hospitable experience.

The project is expected to break ground in August 2018, and Madden is excited to see the new location come to fruition.

“In a rapidly changing industry, this Pura Vida studio concept has been over five years in the making,” said Madden. “Through time and circumstance, it’s just taken till now to launch a second location. There’s a persistence, reliance, and determination [involved], and that’s what we’ve shown.”