Dear Pura Vida Members,

First, I want to express my gratitude to each of you for your belief in Pura Vida & SPAVital. From the beginning, we wanted to create a fitness experience like no other in Denver where are members are encouraged to be part of a very special community of like-minded people. Our monthly socials and special events have proven that our members have embraced the Pura Vida offerings and our approach to providing an exceptional experience with every visit. Knowing your names and something about you personally is our goal, as we want to strengthen our bond with our members by developing a familiarity that is truly welcoming and fosters mutual loyalty. Pura Vida strives to provide the most innovative classes and the most outstanding fitness professionals in the business. Our reputation has blossomed nationally, which has created an interesting link between Pura Vida and members that are moving to Denver for the first time.

One of the most compelling features of Pura Vida is our modern and clean design that features natural light when and where possible. We wanted to build a fitness "sanctuary" that provided a motivating environment for your workouts and enjoyment. We designed our locker rooms  to provide an experience like no other in Denver. Our art collection is distinct and accentuates the beauty of our spaces. The intent of our art collection is to connect with our members on deeper visual basis and to remind our members that Pura Vida is not like other clubs in the market. The physical beauty of our spaces has always been intended to be uplifting and motivational to our member audience.

As much as Pura Vida works hard to provide an elevated experience above all other fitness memberships in the market, most of you are aware that we have been experiencing some construction defects that have been difficult to remedy since opening. The primary problems have been in the men's locker room with the shower doors, the steam room, and the whirlpool. I could chronicle these problems, but what is most important to share is that I have been working on a remedy of these issues for over 18 months and a resolution is near. Unfortunately for all impacted, the construction defects process is difficult to navigate and is very time consuming. I have done everything within my ability to achieve a successful outcome as quickly as possible. I have been told by our legal counsel that we are close to a resolution with one of the opposing parties, which will allow us to start the repairs in the near term. I take full responsibility for the premature announcement of the repairs in June, as I had optimistically hoped that a resolution with the opposing parties was imminent. I was mistaken. Since that time, progress has been made and a resolution is forthcoming. Given the last announcement to members of a start date for the repairs, I have learned that it is best not to announce until there is absolute certainty that a resolution has been reached.

I realize that these problems have been a blemish on Pura Vida's image. It has been very difficult for me personally as all of us deserved more. I have learned a great deal about how the legal process creates an adversarial condition where ego trumps collaboration or taking responsibility for making something right. Lessons have been learned and we must move on. The repairs will be made in both locker rooms very soon and in a few short weeks we will back to our original condition with the steam rooms working properly, the shower doors repaired, and whirlpools in both locker rooms to enjoy. I can assure you that this will be a big relief to all of us at Pura Vida, as we want nothing more than to provide the best experience possible for our members and guests.

Lastly, for those of you that joined Pura Vida early on, you have observed a remarkable boost of membership and energy in the last couple of years. The Pura Vida Team has worked incredibly hard to overcome the impacts of the economy in our pursuit of generating a sustainable business model that will allow us to thrive going forward. This challenge has been the most significant of my career and I want to express my sincere gratitude to all of our members who believed in us and our ability to prevail, as without your belief the outcome could have been significantly different. I have learned that humility and gratitude are not only important human qualities, but are key ingredients to core values of a business. The Pura Vida Team has come together shoulder to shoulder to not only overcome the perils of the economy and a start up business in the wake of an economic storm, but to bring us to a place where the wind is at our backs. I want to thank my Pura Vida Family for their dedication to this result, as they showed remarkable resolve through difficult times. Pura Vida is on "terra firma" now and we are heading towards a promising 2012. As we have weathered the storm, we have refined our operations, continued to innovate when and where possible, and have never lost our focus on how we value our members, as your support is our mainstay.

In closing, the Pura Vida Community that has evolved and blossomed over the last 3 years is an enormous source of pride for all of us. We look forward to providing you an exceptional experience with every visit. Our goal is to achieve a deeper relationship with each of you and to earn your loyalty every day. With your support, Pura Vida  and SPAVital have a very bright future ahead. We look forward to meeting your friends and colleagues over the ensuing months and hopefully welcome them to our Pura Vida Community.

Yours in Pura Vida,

J. Madden

Founder & Managing Partner

Pura Vida Fitness & Spa