Via Health, Fitness & Enrichment Center

What Via Health, Fitness & Enrichment Center does

Via Health, Fitness & Enrichment Center is a Mobile, Alabama-based 501(c)(3) nonprofit operating the largest utilized senior center in South Alabama. Founded in 1970 as Senior Citizens Services under Executive Director Mary Abbie Berg, the organization relocated to the former Ahavas Chesed Synagogue at 1717 Dauphin Street in 1990 and was later renamed to its current identity on the Arlene F. Mitchell Campus. Its 42,000 square-foot facility (including the 15,000 sq ft Herbert and Fanny Meisler Health and Fitness Building) houses a fitness center, gymnasium, aerobics room, café, auditorium, meeting rooms, art studio, food pantry, adult daycare area, and health clinic, delivering a consolidated multi-service program to 12,000+ seniors and 20,000+ total citizens annually.

Via's core programs fall into six lines: (1) the Fit Pass Membership (40+ health, fitness, and enrichment programs including SilverSneakers, Silver & Fit, Yoga, Tai Chi, Pickleball) priced at $60–$280 per year by age tier; (2) GrandFriends Adult Day Services at $50–$55/day for adults 50+ with dementia or special physical needs, supported by an ACL/HHS grant totaling over $8.2 million; (3) the Dauphin Street Café, a public-facing lunch venue at $9 per meal; (4) Via Venue Rental for events (gymnasium $1,000–$1,350; auditorium $350–$700; café $600 after hours); (5) the Volunteer Guardian Program — the only program of its kind in Alabama — operated in partnership with Mobile County Probate Court; and (6) Community Needs Outreach including transportation, food distributions, and intergenerational programs. The center's go-to-market combines community referrals (United Way Agency designation, partnerships with Humana, Infirmary Health, United Healthcare, BlueCross BlueShield, Somerby, Oak Street Health), insurance-reimbursed memberships, an annual Cheers to the Years gala, and word-of-mouth among Mobile County seniors.

Revenue is generated through a mix of recurring membership dues, daily and per-event program fees, government grants and performance contracts (City of Mobile, Mobile County, ACL/HHS), individual and corporate donations, gala sponsorship, venue rentals, and café transactions, with approximately 90% of all funding reinvested directly into programs. The organization is governed by a Board of Directors led by President Charlie Brown and operates with a small executive team (Executive Director Deanna Murphy, Center Director Lynn Hudson, Director of Resource Development Tammy Monistere), supplemented by GrandFriends program staff, café team, multiple fitness instructors, and membership specialists, with no total headcount publicly disclosed.

Name

Via Health, Fitness & Enrichment Center

Legal name

Via Health, Fitness and Enrichment Center

Website

https://viamobile.org

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Via Health, Fitness & Enrichment Center is a Mobile, Alabama-based nonprofit operating the largest senior center in South Alabama from a 42,000 sq ft facility, delivering fitness memberships, adult day services, a public café, venue rental, transportation, and the state's only Volunteer Guardian Program to 12,000+ seniors annually.

Ownership category

akta.pro rank

Product category

Senior Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412), Fitness and Recreational Sports Centers (713940)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Membership Sports & Recreation Clubs (7997), Services-Social Services (8300)

akta.pro industry

PRIMARYHLADAIAJ

Community-Based Senior Centers with Adult Day Services

Healthcare & Life Sciences/Elder Care & Long-Term Care/Adult Day Health Care & Senior Day Care

SECONDARYHSABANAK

Senior Social Clubs & Community-Based Day Programs (Non-Clinical)

Home & Personal Services/Elder Care & In-Home Care Services/Adult Day Care & Senior Day Programs

SECONDARYHSADAAAI

Senior & Active Aging Personal Training

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

SECONDARYHSADABAI

Senior/Low-Impact Group Fitness

Home & Personal Services/Fitness, Wellness & Personal Training/Group Fitness & Bootcamps

SECONDARYBPAGAEAF

Elder Services & Aging Support

Business & Public Services/Nonprofit, NGO & Social Services/Social Services & Community Support (Food, Housing, Family)

SECONDARYHSABANAM

Meals, Nutrition & Congregate Dining Day Programs

Home & Personal Services/Elder Care & In-Home Care Services/Adult Day Care & Senior Day Programs

Keywords

• Senior wellness programs
• Adult day services
• Senior fitness center
• Volunteer guardian program
• Community enrichment services

Headquarters

HQ city

Mobile

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Fit Pass Membership fees collected from adults aged 21 and older. Two tiers differentiated by age (50+ and 21-49). Paid quarterly (3-month), semi-annually (6-month), or annually. Insurance plans (SilverSneakers, Silver & Fit, Renew Active, Active & Fit) may cover membership costs for eligible seniors, reducing the out-of-pocket cost to members.
2. Adult Day Services (GrandFriends): Daily fees for the GrandFriends Adult Day Program. $50/day for clients attending two or more days per week; $55/day for one-day-per-week attendees. Revenue is partially subsidized by a federal ACL/HHS grant ($6,607,011 total, with 75% federal funding).
3. Café Sales (Dauphin Street Café): Daily café meals (lunch) and à la carte items sold to the general public and members. Lunch priced at $9 (includes tax), with sandwiches, salads, and short-order items ranging from $6–$10. Proceeds are reinvested into the center's programs and services.
4. Venue Rental: Rental income from the gymnasium (up to 300 people), auditorium (up to 125 people), café, Ben May Foundation Lobby, and meeting rooms. Pricing varies by space and time of day (regular business hours vs. after-hours/weekends). Revenue supports general operations.
5. Grants and Government Contracts: Funding from federal grants (Administration for Community Living/ACL), the City of Mobile, Mobile County, and performance contracts. Grants represent a significant portion of revenue used to subsidize programs for low-income seniors. The center notes it receives only a small portion of funding from the public sector.
6. Donations and Fundraising: Individual donations (one-time and monthly), the annual Cheers to the Years gala (sponsorship revenue), the Giving Tree Campaign (stones and leaves purchased to honor loved ones), in-kind contributions (equipment, supplies, labor), and planned giving (stocks, QCDs from IRAs, Donor Advised Funds, bequests). The center invests ~90% of all funding back into programs.
7. Transportation Fees: Transportation services for seniors to and from the center, likely supported by public funding and fees. Contact number provided for transportation inquiries.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Via Health, Fitness and Enrichment Center operates a multi-service 42,000 square-foot senior center in Mobile, Alabama offering Fit Pass Memberships to access fitness classes and equipment, GrandFriends Adult Day Services for adults 50+ with dementia or special physical needs, a Volunteer Guardian Program in partnership with Mobile County Probate Court, Community Needs Outreach including transportation and food pantry, a public Dauphin Street Café, and Via Venue Rental of event spaces.

Product overview

Via Health, Fitness and Enrichment Center is a nonprofit organization and premier fitness/recreation facility for older adults located in Mobile, Alabama. The organization operates as a multi-service center offering: (1) a State-of-the-Art Fitness Center with specialized fitness classes and more than 40 health, fitness, and enrichment programs through its Fit Pass Membership; (2) GrandFriends Adult Day Services providing compassionate care for adults with dementia; (3) Via Venue Rental offering multiple event spaces; (4) Dauphin Street Cafe open to the public; (5) Volunteer Guardian Program partnering with county/city agencies to protect vulnerable citizens; and (6) Community Needs Outreach Services including transportation, food distributions, and intergenerational programs. The 42,000 square-foot facility serves as the largest utilized senior center in South Alabama with over 12,000 seniors and community users annually.

Differentiator

Problem solved

Functional benefit

Brands

• GrandFriends: Adult Day Services program providing compassionate care for adults living with dementia, serving the Mobile community for 30 years.
• Dauphin Street Café
• Via Venue

Products and services

• Fit Pass Membership

Quantifiable outcome

• Nearly 90% of all funding is invested directly back into programs
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

21 partnerships are on record, tiered core and minor.

• Mobile County Probate CourtcoreStrategic or Co-development PartnerMobile County Probate Court appoints Volunteer Guardians for incapacitated citizens. The court and Via co-administer the Volunteer Guardian Program (VGP), which is the only program of its kind in Alabama. The court relies on Via to recruit, train, and manage volunteer guardians who are appointed to serve vulnerable citizens.
• Mobile County CommissioncoreStrategic or Co-development PartnerThe Mobile County Commission is a partner in the Volunteer Guardian Program and provides funding support to Via as one of the center's public-sector funding sources. The Commission also sponsors the Cheers to the Years gala.
• City of MobilecoreStrategic or Co-development PartnerThe City of Mobile is a partner in the Volunteer Guardian Program and provides public funding to support Via's programs. The City of Mobile also sponsors the Cheers to the Years gala. The center is referenced as a City of Mobile resource for seniors.
• South Alabama Regional Planning Commission / Area Agency on AgingcoreStrategic or Co-development PartnerThe South Alabama Regional Planning Commission (SARPC) / Area Agency on Aging is a partner in the Volunteer Guardian Program and is listed as a professional affiliation. This commission provides regional planning and aging services coordination for the area.
• SilverSneakers (Tivity Health)coreChannel Partner/ Reseller/ DistributorVia accepts SilverSneakers as an insurance-covered fitness benefit. Members with applicable Medicare Advantage plans can use their SilverSneakers benefit for free membership at Via. This is a primary acquisition channel for the fitness membership program.
• Silver & Fit (American Specialty Health)coreChannel Partner/ Reseller/ DistributorVia accepts Silver & Fit as an insurance-covered fitness benefit, similar to SilverSneakers. This enables eligible seniors to use their Silver & Fit benefit for membership at Via.
• Renew Active (United Healthcare)coreChannel Partner/ Reseller/ DistributorVia is a Renew Active network facility, allowing United Healthcare Medicare Advantage members to use their Renew Active benefit for membership. This is a key insurance-based acquisition channel.
• Active & FitcoreChannel Partner/ Reseller/ DistributorVia accepts Active & Fit insurance fitness benefit programs, providing another pathway for seniors to access membership at no or reduced out-of-pocket cost.
• HumanaminorChannel Partner/ Reseller/ DistributorHumana is listed as a Community Partner on Via's community partners page, indicating a referral or marketing partnership relationship.
• Infirmary HealthminorStrategic or Co-development PartnerInfirmary Health is a Community Partner, with its logo displayed on Via's community partners page. The Infirmary Foundation supports the Volunteer Guardian Program.
• Carillon OaksminorChannel Partner/ Reseller/ DistributorCarillon Oaks (senior living community) is listed as a Community Partner on Via's community partners page, indicating referral and cross-promotion of services.
• FirstLight Home CareminorChannel Partner/ Reseller/ DistributorFirstLight Home Care is listed as a Community Partner, likely referring clients who need fitness or adult day services to Via.
• United HealthcareminorChannel Partner/ Reseller/ DistributorUnited Healthcare is listed as a Community Partner and a Gold sponsor of the Cheers to the Years gala. Via participates in the Renew Active program, which is a United Healthcare benefit.
• BlueCross BlueShield of AlabamaminorChannel Partner/ Reseller/ DistributorBlueCross BlueShield of Alabama is listed as a Community Partner and a Bronze sponsor of the Cheers to the Years gala, indicating a cross-promotional relationship.
• Somerby Senior LivingminorChannel Partner/ Reseller/ DistributorSomerby Senior Living is listed as a Community Partner, likely referring residents to Via's programs.
• Oak Street HealthminorChannel Partner/ Reseller/ DistributorOak Street Health is listed as a Community Partner, indicating a referral relationship with Via's senior community.
• National Council on Aging (NCOA)minorStrategic or Co-development PartnerNCOA is listed as a professional affiliation of Via, suggesting alignment with national senior services standards and best practices.
• Mobile County Probate Court (Professional Affiliation)coreStrategic or Co-development PartnerListed as a professional affiliation alongside Area Agency on Aging, Alzheimer's Association, NCOA, SARPC, City of Mobile, and SACN.
• Alzheimer's AssociationminorStrategic or Co-development PartnerListed as a professional affiliation, indicating alignment in serving seniors with dementia and their caregivers through the GrandFriends program.
• SACN (Southern Alabama Center on Aging / Senior Alabama Citizen Network)minorStrategic or Co-development PartnerListed as a professional affiliation alongside other regional aging services organizations.
• Franklin Primary Health CenterminorStrategic or Co-development PartnerListed as a Community Champion sponsor of the Cheers to the Years gala, providing financial and community support.

Scale indicators7 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• SilverSneakers (Tivity Health): SilverSneakers is the largest senior fitness network in the U.S. and a Medicare Advantage benefit administered by Tivity Health. Via is a participating location in the SilverSneakers network, so while Via is not a direct competitor, SilverSneakers' footprint, brand, and insurance contracts make it the dominant structural incumbent in Via's fitness-member acquisition channel.
• Brookdale Senior Living: Brookdale operates the largest network of senior living communities in the U.S. While not a direct competitor to Via's community-center model, Brookdale and similar senior-living operators (Somerby is a Via Community Partner) compete for the same senior demographic and family-caregiver relationships in the Mobile market.
• National Council on Aging (NCOA) Center for Healthy Aging Network: NCOA is the national umbrella organization for senior-service providers and lists Via as an affiliated partner. It represents the broader ecosystem of senior centers, aging services, and healthy-aging programs — comparable at the network/membership level rather than the direct-service level.
• Wellpath / WellMed (Humana) Senior Care Programs: WellMed and Humana's senior-focused primary care programs operate wellness and chronic-care management for MA enrollees, including partnerships with senior centers and fitness facilities. Humana is a Via Community Partner, making this an incumbent ecosystem player in the same insurance-senior-services channel Via operates in.
• YMCA (Senior Programs): Many YMCA branches operate senior fitness programs, SilverSneakers participation, and group classes targeting the 50+ demographic. YMCAs overlap with Via's fitness and group-class offerings and compete for the same Medicare Advantage-reimbursed member, but operate as broader multi-purpose community facilities rather than senior-focused centers.

Direct peers

• PACE Programs (Program of All-Inclusive Care for the Elderly): PACE programs provide comprehensive medical and social services to frail seniors, combining adult day services with medical care, transportation, and socialization — directly comparable to Via's combination of GrandFriends adult day, transportation, fitness, and community outreach. Both serve the dual-eligible senior population through coordinated community-based models.
• Easter Seals Adult Day Services: Easter Seals affiliates across the U.S. operate adult day programs for seniors and adults with physical and developmental disabilities, including dementia-capable care. Comparable to Via's GrandFriends program in scope, mission-driven nonprofit model, and reliance on grants plus fees.
• Active Day / Adult Day Health Services: Active Day operates adult day health centers serving seniors and adults with disabilities, providing structured activities, meals, and caregiver respite. This is the closest commercial analog to Via's GrandFriends Adult Day Program, with similar pricing ($50-80/day), staffing models (CNAs, activity coordinators), and referral-driven GTM.
• Jewish Community Center (JCC) Senior Programs: JCCs across the U.S. operate senior centers with fitness, adult day programming, social services, and community outreach — directly comparable to Via's multi-service senior-center model. Like Via (housed in the former Ahavas Chesed Synagogue), JCCs often combine cultural-community roots with senior-services programming and depend on donor/grant funding.

Emerging players

• FirstLight Home Care: FirstLight Home Care is a Via Community Partner that delivers non-medical in-home care to seniors. It represents the in-home care model that competes with facility-based adult day services like GrandFriends — directly comparable for caregiver-routing decisions even though the delivery model differs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/theviacenter

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

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 Via Health, Fitness & Enrichment Center