Sunday Afternoon Meltdown includes a 60-minute Suddha heated yoga class, a 30-minute guided meditation, a Signature Spa Vital herbal detox elixir and plenty of time to sit and relax in the club's steam room and whirlpool.
"We have a really strong yoga program -- I mean, some of our members are here just for the yoga, they don't even set foot on the fitness floor," says Moore of the dozens of yoga classes offered each week at the club. "But a lot of this deeper, mindfulness stuff, the breath work and how to breathe -- it might be considered esoteric, but it's not. People who are doing it are really getting into it."
Something else that's unique about the Meltdown series is that Pura Vida will open to the public for the class. For a gym and spa that is close to being on a waiting list for new members, this is an opportunity for new and advanced yogis to use a truly beautiful space. On paper, Pura Vida's membership fees can seem steep, Moore acknowledges, and that can deter some wellness enthusiasts. Meltdown is a way for people to see Pura Vida's facilities and get a refreshing workout without joining a gym.
"Pura Vida is an interesting phenomenon -- where we are located in Cherry Creek North and because of our prices and how we market ourselves and present the brand, a lot of people seem to think that we are, for a lack of a better word, 'snooty,'" says Moore of the club's oft-misunderstood reputation. "But I think that the reason that we have become so successful is because once you enter the space, aesthetically, it's mind-blowing. It's very much built on a hospitality platform, so it is like walking into a W Hotel or a Standard Hotel."Moore also says that Pura Vida isn't a run-of-the-mill gym; rather it's a combination of the best yoga studio, fitness facility, spa services and health-club amenities in one. "We get lumped into the category of gyms. To get down to brass tacks, I mean, we are a gym. So when someone sees the price, they might think, 'Whoa, how can it cost that much?' But if you break it down and say, 'Well, if I have a membership to a yoga studio and go three times a week and ballet barre twice a week and I go to the gym,' we offer all of that. So it makes sense."