Denver Post: The coming jungle of gyms
From the Denver Post:
On the fourth floor of the former Tattered Cover building, a skeletal framework of interior walls and meandering wires hint at what, by late February, will be the upper level of Pura Vida — an ambitious, four-story fitness club serving tony Cherry Creek North.
Managing partner J. Madden gazes out of the floor-to-ceiling windows and sees headlights coursing along East First Avenue, Pikes Peak in the distance — and room for yet another player in a city where industry research says nearly one-fourth of the population already belongs to a health club.
“In our business, some places try to be all things to all people,” Madden says. “You do that, and eventually you miss something. We want to be all things to our audience that knows specifically what we’re providing.”
Posh gyms. High-tech gyms. Homey gyms. Family-friendly gyms. This new year’s rush to work out will take place in a Front Range fitness marketplace that has been bumped up with a slew of new offerings to meet growing demand.
The number of fitness clubs has more than doubled during the past decade, and competition is fierce in Denver, one of the nation’s top five cities for health-club membership.
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