Leisure Care
Leisure Care is a privately held U.S. senior living operator founded in 1974, running 50+ Independent Living, Assisted Living, and Memory Care communities across 20+ states under multiple sub-brands, with signature programs in wellness, memory care, and resident travel.
- Company typePrivate
- Founded1974
- HeadquartersOrem, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Leisure Care does
Leisure Care is a privately held U.S. senior living operator founded around 1974 and headquartered in Seattle, Washington (with firmographic reference to Orem, Utah). The company runs more than 50 communities across 20+ states under multiple sub-brands — including Fairwinds, MacKenzie Place, Mariella, Salterra, Treeo, Azalea, The Ackerly, Bella Villaggio, Empress, and Woodland Terrace — offering three service tiers: Independent Living, Assisted Living, and Memory Care. Its service model is hospitality-led, anchored by three proprietary signature programs: PrimeFit Wellness (a five-pillar social, physical, mental, emotional, and communal health framework), Opal by Leisure Care (a research-backed memory care program for Alzheimer's and dementia residents), and Travel by Leisure Care (resident travel and adventure programming). The company also licenses BrainHQ cognitive training from Posit Science and operates the MyLeisureCare mobile app for resident and family engagement.
The business is a B2C subscription/lease model: residents pay monthly fees starting from approximately $4,999 for smaller Independent Living one-bedroom floor plans and rising above $5,450 for standard Independent Living units, with higher tiers for Assisted Living and Memory Care. Go-to-market is direct-to-consumer, relying on community tours, the company website, content marketing (senior housing guides, blog), earned media (U.S. News Best Senior Living, Fortune Best Workplaces in Aging Services, Great Place to Work certification), and resident/family referrals. Leisure Care has no proprietary technology platform of consequence — operations run on standard community management software plus the MyLeisureCare app and a third-party WCAG accessibility widget from UserWay.
Revenue is not publicly disclosed, and ownership structure is opaque with no evidence of institutional investor or private equity backing in the source material. Recent strategic activity centers on the June–July 2024 management transition of communities previously operated by Volante and Inspired Healthcare Capital (IHC) — where IHC retained ownership and Leisure Care assumed management — effectively expanding the managed portfolio without capital-intensive acquisition. The company has ~501–1,000 corporate employees and is led by Chairman & CEO Dan Madsen (20+ years in role) and Chief Strategy Officer Bre Grubbs (promoted May 2024).
Leisure Care firmographics
Firmographics- Name
- Leisure Care
- Legal name
- Leisure Care LLC
- Website
- https://leisurecare.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Leisure Care is a privately held U.S. senior living operator founded in 1974, running 50+ Independent Living, Assisted Living, and Memory Care communities across 20+ states under multiple sub-brands, with signature programs in wellness, memory care, and resident travel.
- Ownership category
- akta.pro rank
Leisure Care industry classification
Industry- Product category
- Senior Living Services
- NAICS
- Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233)
- SIC
- Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Market-Rate Independent Living (Private Pay) Communities (HLADAAAA)
- akta.pro secondary industry
- Active Adult (55+) Independent Living Communities (HLADAAAD)
Keywords
Where Leisure Care is headquartered
LocationHeadquarters
- HQ city
- Orem
- HQ country
- United States
- HQ region
- North America
Offices49 records
Markets served
Leisure Care business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Senior Living Residence Fees: Leisure Care generates revenue through monthly rental fees charged to residents at their senior living communities. These fees vary by community, unit type, and level of care required, including independent living, assisted living, and memory care services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Independent Living - Woodland Terrace, Bothell WA |
| Subscription | Monthly | Independent Living - Basic Tier |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Leisure Care product offering
Product offeringCore offering
Leisure Care operates more than 50 senior living communities across the United States, delivering three levels of care — Independent Living, Assisted Living, and Memory Care — under sub-brands such as Fairwinds, Salterra, Mariella, MacKenzie Place, Azalea, Treeo, The Ackerly, and others. Residents pay monthly fees that vary by community, unit type, and level of care, and receive hospitality-based services including dining, housekeeping, transportation, social activities, and signature wellness programming.
Product overview
Leisure Care operates a portfolio of senior living communities offering three levels of care — Independent Living, Assisted Living, and Memory Care — across multiple branded community lines. The company's core product offering is anchored by three signature programs: PrimeFit Wellness (holistic health and fitness programming), Opal by Leisure Care (specialized memory care), and Travel by Leisure Care (resident travel and adventure programming). Additional signature services include BrainHQ cognitive training and the MyLeisureCare mobile app. Communities are marketed under several sub-brands, including Fairwinds, MacKenzie Place, Mariella, Salterra, Treeo, The Ackerly, and Azalea. Leisure Care is a Great Place to Work certified company and has earned recognition from U.S. News & World Report and Fortune Best Workplaces in Aging Services.
Differentiator
Problem solved
Functional benefit
Brands
- PrimeFit Wellness: Signature approach to health and wellness that infuses every aspect of community life, focusing on social, physical, mental, emotional, and communal health.
- Opal by Leisure Care
- Travel by Leisure Care
Products and services
- Independent Living Residential senior living service for active older adults offering maintenance-free accommodation, dining, housekeeping, transportation, social activities, and access to signature programs such as PrimeFit Wellness and Travel by Leisure Care.
- Assisted Living Personal care services for seniors who need help with daily activities such as bathing, dressing, medication management, and personal care, while maximizing independence and respecting privacy.
- Memory Care Specialized residential care for residents with Alzheimer's disease and related forms of dementia, delivered through the Opal by Leisure Care signature program with personalized care plans and family engagement.
- PrimeFit Wellness Signature holistic health and wellness program available in Leisure Care communities, built on five pillars — social, physical, mental, emotional, and communal health — and including group fitness classes, personal training, and wellness programming.
- Opal by Leisure Care Signature memory care program for residents with Alzheimer's disease and related dementias, providing research-backed, science-driven individualized care, life-story-based engagement, and family support.
- Travel by Leisure Care (TLC) Signature travel and adventure program that arranges resident outings, day trips, family reunion planning, and week-long cruises, extending resident engagement beyond the community grounds.
Quantifiable outcome
- Voted Best Independent Living by U.S. News and World Report
- +4 more outcomes
Companies that use Leisure Care
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Leisure Care technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Leisure Care partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Inspired Healthcare Capital (IHC)coreInspired Healthcare Capital (IHC) remains the owner of communities being transitioned to Leisure Care management. As of June 1st, Leisure Care became the primary point of contact for all operational and personnel decisions. The official transition to Leisure Care systems was scheduled for July 1st. IHC and Leisure Care teams were onsite at communities to complete hiring processes and discuss benefits during the transition period.
- VolantecoreVolante was an existing management company for communities transitioning to Leisure Care. The transition involved Leisure Care taking over operational and personnel management. Employee onboarding, benefits programs, and systems were transitioned from Volante to Leisure Care.
- White Glove Consulting ServicesminorWhite Glove Consulting Services provides support to Mariella of Teravista community. Mariella of Teravista is supported by Leisure Care through White Glove Consulting Services according to website notation.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Leisure Care competitors and assessment
Company assessmentDirect peers
- Senior Lifestyle: Private U.S. senior living operator offering independent living, assisted living, and memory care across multiple states. Closely comparable to Leisure Care in scale (mid-sized), private ownership, hospitality-driven positioning, and multi-brand community structure.
- Watermark Retirement Communities: Privately held operator of independent living, assisted living, and memory care communities with a reputation for upscale hospitality and wellness programming. Comparable to Leisure Care in size, private status, and emphasis on lifestyle differentiation.
- Integral Senior Living: Management-focused senior living operator running independent living, assisted living, and memory care communities for third-party owners. Comparable to Leisure Care's hybrid model and recent IHC/Volante management transitions.
- Hawthorn Senior Living: Mid-sized operator of independent living, assisted living, and memory care communities across the U.S., recently acquired by Welltower. Comparable to Leisure Care in care continuum and branded community portfolio, though now backed by REIT capital.
- Affinity Living Communities: Private mid-market operator of independent living, assisted living, and memory care communities across multiple U.S. regions. Similar community count, private-pay model, and care continuum to Leisure Care.
Regional players
- Merrill Gardens: Seattle-based private senior living operator with strong Pacific Northwest presence and select national footprint. Directly overlaps Leisure Care's PNW community density and offers a comparable independent/assisted living product mix.
- Pacific Retirement Services: Portland-based nonprofit senior living provider with communities concentrated in the Pacific Northwest. Comparable care continuum (IL/AL/MC) and overlapping geography with Leisure Care's strongest markets.
Broad incumbents
- Atria Senior Living: Large private U.S. senior living operator with hundreds of communities across independent living, assisted living, and memory care. Overlaps with Leisure Care on care continuum and programming-driven positioning but operates at materially larger scale.
- Brookdale Senior Living: Largest publicly traded senior living operator in the U.S., offering a comprehensive continuum of care including independent living, assisted living, memory care, and home health. Directly comparable services to Leisure Care across all three core product lines, though at significantly greater scale.
- Sunrise Senior Living: Long-established senior living operator with a national footprint in assisted living and memory care. Comparable in care continuum and signature programming approach, with greater geographic scale and brand recognition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Leisure Care social profiles
Digital presenceLeisure Care compliance and trust
Trust signalCompliance4 records
Leisure Care financial estimates
Financial estimateRevenue estimate
Valuation estimate
Leisure Care leadership team
Management profileNumber of profiles
Profiles2 records
Leisure Care subsidiaries and ownership
Company hierarchySubsidiaries1 record
Leisure Care funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Leisure Care M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Leisure Care
What does Leisure Care do?
Leisure Care operates more than 50 senior living communities across the United States, delivering three levels of care — Independent Living, Assisted Living, and Memory Care — under sub-brands such as Fairwinds, Salterra, Mariella, MacKenzie Place, Azalea, Treeo, The Ackerly, and others. Residents pay monthly fees that vary by community, unit type, and level of care, and receive hospitality-based services including dining, housekeeping, transportation, social activities, and signature wellness programming.
Is Leisure Care a public or private company?
Leisure Care is a private company. It is classified as unknown and is currently operating.
When was Leisure Care founded?
Leisure Care was founded in 1974. It employs 501 to 1,000 people.
Where is Leisure Care based?
Leisure Care is headquartered in Orem, United States, in the North America region.
How does Leisure Care make money?
One revenue line is on record: senior Living Residence Fees.
Who are Leisure Care's main competitors?
Direct peers on record are Senior Lifestyle, Watermark Retirement Communities, Integral Senior Living, Hawthorn Senior Living and Affinity Living Communities. Regional players are Merrill Gardens and Pacific Retirement Services. Broad incumbents are Atria Senior Living, Brookdale Senior Living and Sunrise Senior Living.
Does Leisure Care have an API?
No public API is recorded for Leisure Care.
What industry is Leisure Care in?
Leisure Care's product category is Senior Living Services. Its primary akta.pro industry code is HLADAAAA, Market-Rate Independent Living (Private Pay) Communities, with a secondary code of HLADAAAD, Active Adult (55+) Independent Living Communities. Its NAICS code is 623312 and its SIC code is 8050.