Rufty-Holmes Senior Center (RHSC)

What Rufty-Holmes Senior Center (RHSC) does

Rufty-Holmes Senior Center (RHSC) is a 501(c)(3) nonprofit community organization founded in 1987 in Salisbury, North Carolina, serving adults age 55+ (and 60+ for select services) across Rowan County. RHSC was the first senior center in North Carolina to be designated a Senior Center of Excellence and the first to achieve national accreditation from the National Institute of Senior Centers (NCOA). The center operates from a single headquarters at 1120 Martin Luther King Jr Avenue South in Salisbury and extends its reach through six Lunch Club satellite sites distributed across North, South, East, and West Rowan County.

The core service portfolio is organized into four pillars: Health and Wellness (22 weekly land and aquatic exercise classes, a warm-water pool, fitness floor, and wellness clubs including pickleball and hiking); Social and Recreational programming (Lunch Clubs at 8 sites, social clubs such as golf, bridge, and quilting, and group travel including domestic and international tours); Support Services (CARS medical transportation, SHIIP Medicare counseling, VITA free tax preparation, Family Caregiver Support, and HOME Program home modifications); and Creative/Educational offerings (leisure classes in guitar, watercolor, stained glass, and a tech clinic for smartphones and tablets). The center accepts insurance-based fitness benefits including Silver Sneakers, Renew Active, One Pass, FitOn Health, and Silver & Fit.

The business model is a multi-stream nonprofit funding structure: government appropriations from the State of North Carolina, Rowan County, and City of Salisbury form the core; institutional grants and program-specific underwriting from partners including Novant Health (CARS), United Way (HOME Program), and Second Harvest Food Bank of Metrolina layer in additional revenue; modest program fees ($3-$15 per session for clubs and workshops, $18-$52 per 6-week session for fitness classes) cover direct service costs; and individual contributions through an Annual Fund, Capital Fund, Endowment Fund, and Evergreen Society planned-giving program support long-term sustainability. The center is governed by a 15-member Board of Directors and managed by an Executive Director supported by 3 full-time staff and part-time fitness instructors. RHSC has no proprietary technology platform; its digital presence consists of a Wix-hosted website, Constant Contact email newsletter, social media channels, and an on-demand exercise video library.

Name

Rufty-Holmes Senior Center (RHSC)

Legal name

Rufty-Holmes Senior Center, Inc.

Website

https://ruftyholmes.org

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Rufty-Holmes Senior Center is a 501(c)(3) nonprofit in Salisbury, North Carolina, serving Rowan County adults age 55+ through fitness, nutrition, transportation, Medicare counseling, caregiver support, and recreational programming from a single headquarters plus six Lunch Club satellite sites.

Ownership category

akta.pro rank

Product category

Community Senior Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Social Services (8300)

akta.pro primary industry

Community-Based Senior Centers with Adult Day Services (HLADAIAJ)

akta.pro secondary industries

Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior center services
• Older adult fitness programs
• Community nutrition meals
• Medicare counseling assistance
• Nonprofit aging services

Headquarters

HQ city

Salisbury

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Others, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Government Appropriations: Annual funding from State of North Carolina, County of Rowan, and City of Salisbury
2. Program Fees: Fees charged for specific programs including fitness classes, leisure classes, bridge, and travel trips
3. Grants: Grant-driven funding from various sources including SHIIP program grants
4. Individual Contributions: Donations from individuals through Annual Fund, Capital Fund, and Endowment Fund, as well as planned giving through Evergreen Society
5. Third-Party Funders: Partial funding from organizations like Novant Health for specific programs such as CARS transportation

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Rufty-Holmes Senior Center operates as a nonprofit community hub providing adults age 55+ in Rowan County, NC with health and wellness programs (land and aquatic fitness), nutrition services (8 Lunch Club sites), social and recreational programming (clubs, gatherings, group travel), caregiver and aging-in-place support (Family Caregiver Support, HOME home modifications, CARS medical transportation), and benefits navigation (SHIIP Medicare counseling, VITA tax preparation). Services are delivered primarily on-site at the Salisbury headquarters and across satellite locations, supplemented by insurance-benefit partnerships (Silver Sneakers, Renew Active, One Pass, FitOn Health, Silver & Fit) for eligible seniors.

Product overview

Rufty-Holmes Senior Center (RHSC) is a non-profit community center serving Rowan County adults age 55+. It is not a technology product but rather a service organization offering a comprehensive portfolio of programs organized into distinct service categories. The core offerings include: Health & Wellness programs (Land Fitness and Water Fitness with 22+ weekly classes, accepting Silver Sneakers, Renew Active, One Pass, FitOn Health, and Silver & Fit insurance benefits); Social & Recreational programs (Lunch Clubs at 8 locations, Club activities including golf, bridge, and card games, and a Travel program with domestic and international trips); Support Services (CARS medical transportation, SHIIP Medicare counseling, VITA free tax preparation, Family Caregiver Support, and HOME home modification services); and Creative & Educational programming (Leisure Classes in arts, music, and technology, plus Exercise Videos on demand). The center operates as North Carolina's first Senior Center of Excellence and the first nationally accredited senior center in NC.

Differentiator

Problem solved

Functional benefit

Products and services

• Land Fitness Program Land-based exercise classes including Chair Volleyball, Cardio Mix, Cardio Dance, Silver Sneakers Classic, Silver Sneakers Circuit, Sit N Fit, Stretch & Balance, Yoga, Zumba Gold, and Zumba Toning, with 22 weekly class offerings for active adults age 55+. A fitness consultation is required before joining.
• Water Fitness Program Aquatic exercise classes held in a warm-water pool with varying speeds and intensity levels, including open pool time for walking, noodle exercises, and swimming Monday through Thursday. Designed for older adults needing low-impact exercise.
• Lunch Clubs Free dine-in hot-meal program for adults age 60+, operating at 8 sites across Rowan County (North, South, East, and West Rowan plus Salisbury), with a Tuesday Lunch Club, a bi-weekly Latino Lunch Club, and accompanying programs and activities.
• CARS Transportation Program Door-to-door medical appointment transportation service for Rowan County residents age 60+ who can transfer independently and navigate destinations on their own. Registration by phone; partially funded by Novant Health.
• SHIIP Medicare Counseling Free counseling on Medicare options, Medicare Advantage Plans, Part D drug plans, supplements, and fraud prevention, delivered through the Seniors' Health Insurance Information Program at the Rufty-Holmes local office.
• VITA Tax Preparation Free federal and state income tax return preparation with electronic filing for eligible individuals, available by appointment at the Senior Center and at the RCCC location.
• Family Caregiver Support Program Coordination service for caregivers of older adults age 60+ or persons with Alzheimer's disease, providing information, assistance, counseling, support groups, training, respite care, and supplemental services such as nutritional supplements and medical equipment.
• HOME Program Home maintenance services for Rowan County residents age 60+, including wheelchair ramps, grab bars, and home modifications and repairs to help sustain independent living. Partially funded by United Way.
• Leisure Classes Creative and educational classes for older adults including Guitar (beginner/intermediate), Watercolor Open Studio, Stained Glass, Paint Piddle and Draw, Handmade Card Workshop, Computer Clinic, and Tech Clinic for smartphones, tablets, and smart devices.
• Club Programs Social and recreational clubs including AARP Salisbury-Rowan Chapter, Ambassadors Club, Bid Whist, Bridge Club, Canasta Group, Creative Needles, Curious Book Club, Diabetic Support Group, GARS Golf Association, MOAA, Parkinson's Support Group, Quilters Guild, Salisbury-Rowan Retired School Personnel, and Woodcarvers Group.
• Travel Program Group travel opportunities including day trips and extended tours, with featured destinations such as the Ireland trip (March 2027) and the A Georgian Christmas tour (December 2026) to Helen, GA and Dahlonega. Registration in-person or online via Collette tours.
• Exercise Videos On-demand digital fitness video library for members, featuring programs including 12 Days of FIT MAS, Cardio Interval, Dance Fit, Forever Young, Sit N Fit, Yoga Stretch, and individual day-by-day workout sessions, available free online.
• Wellness Clubs Specialized wellness groups including the Outdoor Adventure Club (hiking), Pickleball, TOPS (weight-loss support), and the Diabetic Support Group meeting at the center.

Quantifiable outcome

• 22 fitness classes offered per week
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Second Harvest Food Bank of MetrolinacoreStrategic or Co-development PartnerRufty-Holmes Senior Center is a partner of Second Harvest Food Bank of Metrolina to provide additional food assistance to seniors in need.
• iGive.comminorGTM or Marketing PartneriGive automatically donates a percentage (3-26%) of purchases to RHSC when members shop through the iGive platform. New members receive a $5 bonus.
• Thrivent ChoiceminorGTM or Marketing PartnerThrivent Choice members can direct Choice Dollars to Rufty-Holmes Senior Center as part of Thrivent's charitable outreach program.
• Silver SneakerscoreChannel Partner/ Reseller/ DistributorSilver Sneakers supplemental insurance benefit accepted for free fitness center access. Members with valid Silver Sneakers, Renew Active, One Pass, FitOn Health, or Silver & Fit insurance benefits receive free equipment orientation and usage.
• Memories 101.7 FM RadiominorStrategic or Co-development PartnerDaily trivia questions broadcast on Memories 101.7 FM Radio at 6:25am and 10:20am weekdays to engage senior community members.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Senior Planet (Older Adults Technology Services): A nonprofit that provides technology training, social connection, and programs for older adults. Comparable to RHSC's Tech Clinic and leisure programming, but with a tech-centric and national delivery model.
• National PACE Association: The membership organization for Programs of All-Inclusive Care for the Elderly (PACE), which provide community-based medical and social services for frail seniors. Comparable as an emerging community-based care model for older adults, though more clinically intensive than RHSC.

Direct peers

• Village to Village Network: A national network of grassroots "Villages" that help older adults age in place through community-based services and neighbor support. Highly comparable to RHSC in mission and community-led senior support model, though geographically dispersed rather than facility-based.
• Meals on Wheels America: The national organization supporting a network of community-based programs that deliver meals and social connection to seniors. Comparable to RHSC's Lunch Club nutrition and socialization programming, addressing similar seniors with similar community-led funding and volunteer models.

Broad incumbents

• National Council on Aging (NCOA): The national umbrella organization for senior centers and aging services, of which RHSC is an affiliate through the National Institute of Senior Centers. Sets accreditation standards and convenes the broader network of community-based senior service providers.
• LeadingAge: A national association representing nonprofit aging-services providers, including senior centers, housing, and care organizations. Comparable as a broader industry peer and standards body for the aging-services sector in which RHSC operates.
• YMCA of the USA: The national federation of YMCAs, many of which offer senior fitness, Silver Sneakers programming, and community-based wellness services. Comparable to RHSC's land and aquatic fitness programming and community fitness insurance acceptance.
• AARP Foundation: The charitable affiliate of AARP focused on older adults' economic and social well-being, including nutrition and community programs. Comparable as a much larger organization delivering senior-facing services similar to RHSC's outreach programming.
• Easter Seals / Easterseals: A national nonprofit providing disability, aging, and community-based services, including caregiver support and senior programming. Comparable to RHSC's Family Caregiver Support Program and community-based elder services.

Others

• National Association of Area Agencies on Aging (n4a): The membership organization for the nationwide network of Area Agencies on Aging, which administer community-based aging services including congregate meals, caregiver support, and transportation—adjacent to RHSC's service portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RuftyHolmes
• Instagraminstagram.com/rufty.holmes.senior.center

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rufty-Holmes Senior Center (RHSC)