Greenwood Athletic and Tennis Club Rebrands as Club Greenwood

Club Greenwood is a 153,000-square-foot facility with 12 tennis courts, an outdoor aquatics area and an array of group exercise classes. Its 2017 revenue was $13.81 million, according to the company's reporting for Club Industry's Top 100 Clubs list. (Photo courtesy Club Greenwood.)

Greenwood Athletic and Tennis Club, Greenwood Village, Colorado, has rebranded itself as Club Greenwood, the company announced Jan. 31.

The rebranding was informed by a brand study and member survey. It better represents Club Greenwood’s commitment to innovation and offering dynamic amenities, Paula Neubert, Club Greenwood's president and general manager, said in the release.

“The name is fresh, clean and easy to remember,” she said. “For the past 31 years, we have evolved from Greenwood Athletic Club, to Greenwood Athletic Club and Tennis Center, to Greenwood Athletic and Tennis Club. Not a day goes by without someone saying, ‘Let’s go to the Club’ or ‘I’m going to Greenwood.’”

Club Greenwood's internal marketing team led the redesign project, according to the release. A new golden-beige logo intertwines the business's intitials with a mountain design and is anchored by the tagline "The Best Part of Your Day!."

“The new look incorporates a nod to the past with a fresh look to the future," Tiffany Levine, director of marketing and public relations, said in the release.

Club Greenwood, founded in July 1987, operates a single-site, 153,000-square-foot facility featuring 12 tennis courts, an outdoor aquatics area and an array of group exercise classes. The facility is located one mile south of the Denver Technological Center, a business and economic trading district in the southern Denver metro area. (Its history and unusual ownership structure is detailed here.)

J. Madden, a managing partner in the business, recently announced his other, fiscally unrelated facility, luxury club Pura Vida and Spa Vital, will close in April. Pura Vida is located about 10 miles north of Club Greenwood in Denver's Cherry Creek neighborhood, and its displaced members are being encouraged to relocate to Club Greenwood at a discounted rate.

Club Greenwood has not faced the same competition and business model challenges that have forced Pura Vida's closure, Madden told Club Industry. Some of Pura Vida's staff will be transferring to Club Greenwood this spring, he said.

Club Greenwood ranked No. 57 on Club Industry's Top 100 Health Clubs of 2018 list, reporting $13.81 million in 2017 revenue.