Leisure Care

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).

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

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

• Senior living services
• Independent living communities
• Assisted living services
• Memory care programs
• Wellness programming

Headquarters

HQ city

Orem

HQ country

United States

HQ region

North America

Offices49 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Inspired Healthcare Capital (IHC)coreStrategic or Co-development PartnerInspired 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.
• VolantecoreStrategic or Co-development PartnerVolante 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 ServicesminorImplementation/ SI/ Consulting PartnerWhite 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

Direct 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

• YouTubeyoutube.com/channel/UC7MuB2q2pYQ5cL-J3R1Vmbw
• Xx.com/LeisureCare
• Facebookfacebook.com/LeisureCare
• LinkedInlinkedin.com/company/leisure-care

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 Leisure Care