Name

Holbrook

Legal name

Holbrook

Website

https://holbrooklife.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Continuing Care Retirement Communities (623311), Assisted Living Facilities for the Elderly (623312)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Large Campus / Multi-Building Assisted Living Communities (HLADABAG)

akta.pro secondary industries

Luxury / High-End Assisted Living Communities (HLADABAD), Luxury/Resort-Style Independent Living Communities (HLADAAAC), Senior Living Property Management (BPAJAGAI), Active Adult / Senior Community Association Management (BPAJAHAJ), Senior & Transitional Monthly Housing (THAMAFAJ)

Keywords

• Senior living communities
• Assisted living services
• Memory care programs
• Active adult retirement
• Wellness and hydrotherapy

Headquarters

HQ city

Alpharetta

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Senior Living Rent: Monthly rental income from residents in active adult, assisted living, and memory care apartment and cottage residences. Residents pay rent for their living space, typically with bundled services.
2. Holbrook Club Membership: Country club-style membership program (Gold & Platinum tiers) offering access to spa, fitness center, pool, restaurants, and hospitality suites. Monthly or annual membership fees.
3. Hospitality Suites: Short and long-term rental suites for visitors, family members of residents, and prospective residents. Provides ancillary revenue from guests who may transition to full residency.
4. WellFIT Wellness Programs: Fitness and wellness programming including personal training, hydrotherapy sessions, group fitness classes, and the Steady Steps fall prevention program. Offered to both residents and external community members.
5. Food and Beverage: On-site restaurants and dining venues including Local Hearth Kitchen & Bar, Socialite Dining, Off The Rails Kitchen and Bar, Zinnia Café & Market, and Zinnia Express generate revenue from resident and visitor dining.
6. Events and Private Dining: Catering and event services for weddings, corporate events, parties, and private dining. Revenue from event bookings at multiple Holbrook locations.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Holbrook operates four luxury, faith-based senior living communities in the Atlanta, Georgia metropolitan area, delivering a continuum of care that includes Active Adult Living (independent), Enriched Living (assisted), and Inspired Living (memory care). Residents pay recurring monthly fees for housing bundled with dining, wellness programming (WellFIT, HydroWorx hydrotherapy, spa), social activities, and on-site hospitality services, with ancillary revenue from club memberships, hospitality suite rentals, events, and dining venues.

Product overview

Holbrook is a collection of active adult senior living communities in the Atlanta, Georgia area. The portfolio consists of four communities (Holbrook Acworth, Decatur, Sugar Hill, and Woodstock) offering a continuum of care from independent Active Adult Living through Enriched Living (Assisted) to Inspired Living (Memory Care). Beyond residential living, Holbrook provides a comprehensive lifestyle ecosystem including The Spa at Holbrook, WellFIT fitness and wellness program, multiple restaurants, hospitality suites, local excursions, Holbrook Events planning, Holbrook Expeditions travel program, and the Holbrook Club membership. The communities feature amenities including hydrotherapy pools with HydroWorx technology, saltwater pools, fitness centers, and full-service dining.

Differentiator

Problem solved

Functional benefit

Products and services

• Active Adult Living Independent senior living residency for active adults who can live on their own, bundled with services, social programming, maintenance-free living, and access to community amenities and activities.
• Enriched Living (Assisted Living) Assisted living service providing help with daily activities such as bathing, dressing, grooming, medication management, and personal care while fostering resident independence.
• Inspired Living (Memory Care) Specialized memory care service providing a secure environment with trained staff, structured routines, and cognitively stimulating programs for individuals with Alzheimer's disease or dementia.
• The Spa at Holbrook Full-service spa offering signature massages, facials, salon and nail care, wellness and fitness classes, personal training, heated saltwater pools, and hydrotherapy at locations in Woodstock, Decatur, and Acworth.
• WellFIT Wellness Program Comprehensive fitness and wellness program featuring quarterly assessments, personal training, group fitness classes, hydrotherapy, 3D motion capture assessment, and the 15-week Steady Steps fall prevention program.
• Hydrotherapy Aquatic therapy program using HydroWorx pools with underwater treadmills, resistance jets, heated saltwater, and coach-led sessions for rehabilitation, strength training, and pain reduction.
• Holbrook Club Membership Country club-style membership offering Gold and Platinum tiers with access to the spa, heated saltwater pool, fitness center, sauna, steam room, fitness classes, personal training, restaurants, private dining, event spaces, and hospitality suites at Holbrook Woodstock.
• Hospitality Suites Short and long-term hospitality suite rentals in Decatur, Acworth, and Woodstock offering access to the pool, fitness center, spa, and full-service restaurants for visiting families and prospective residents.
• Holbrook Events Event planning and catering service for private dining, weddings, parties, receptions, corporate events, and special occasions across all Holbrook locations.
• Holbrook Expeditions Travel program offering regional trips and international adventures for residents, including destinations such as Charleston, the Biltmore Estate, Caribbean cruises, and Alaska cruises.
• Local Excursions Adventure and social outing program offering activities such as skydiving, horseback riding, ziplining, kayaking, hot air ballooning, wine tastings, museum visits, and regional trips.
• Holbrook Restaurants and Dining Multiple restaurant and bar experiences including full-service dining, casual bistros, cafes, and grab-and-go establishments offering chef-prepared meals at each Holbrook community.
• Spiritual Life Program Spiritual support service led by Spiritual Life Coach Craig Sloan, offering pastoral care, life coaching, group series, and one-on-one prayer for physical, emotional, or spiritual needs.
• Holbrook Acworth Community Active adult senior living community in Acworth, Georgia with 181 luxury apartments and 26 cottage residences, offering on-site dining, spa, pool, and access to the full Holbrook lifestyle program.
• Holbrook Decatur Community Senior living community in Decatur, Georgia featuring 200 apartments with Active Adult, Enriched Living (Assisted), and Inspired Living (Memory) neighborhoods near Emory University.
• Holbrook Sugar Hill Community Senior living community in Sugar Hill, Georgia with nearly 200 apartment homes featuring access to Thistle & Oak restaurant, Finn & Fox Lounge, and the full suite of Holbrook amenities.
• Holbrook Woodstock Community Active adult senior living community in Woodstock, Georgia with 300 apartments and cottage residences, offering Enriched and Inspired living neighborhoods for assisted living and memory care.
• Decatur Hospitality Suites Hospitality suites at the Decatur location featuring The Tucker studio suite with access to the spa, fitness center, Socialite Dining, Maverick Room, and Zinnia Cafe and Market.
• Woodstock Hospitality Suites Hospitality suites at the Woodstock location featuring The Woodstock 3011, The Woodstock 3024, and The Cherokee suites with access to the spa, fitness center, and Off The Rails Kitchen and Bar.
• Acworth Hospitality Suites Hospitality suites at the Acworth location featuring multiple suite options including The Bentwater, The Brookstone, The Carter, and The Mars Hill with access to the spa, fitness center, and Local Hearth Kitchen & Bar.

Quantifiable outcome

• 44% fall risk reduction for WellFIT Steady Steps participants
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered supporting, core and minor.

• Abbey Hall InteriorssupportingOthersFull-service interior design team that creates beautiful environments in all Holbrook communities. They bring a vision to life through a harmonious balance of antique and contemporary design. Contributes to Holbrook's award-winning architecture and luxury aesthetic.
• Trinity Life at HomecoreStrategic or Co-development PartnerHolbrook's home health care division established with passion for helping families make informed decisions when needing in-home care services. A leader in Private Duty Home Care services in Metropolitan Atlanta for over 11 years with reputation for integrity, compassion, and excellent customer service. Provides service in all Holbrook communities.
• Evergreen RealtycoreStrategic or Co-development PartnerFull-service commercial brokerage and consulting division of Holbrook. Has sourced over 30 sites in ten states since company formation. Typical site requires minimum 25,000 car count and develops site-specific buildings. Supports Holbrook's expansion strategy.
• Solomon Investment Partners / Solomon Development ServicescoreStrategic or Co-development PartnerLead development and management consultants to over $1.9 billion of real estate development in senior living sector. Award-winning communities with high occupancy levels. Provides advisory expertise in operations, residential appeal, regulatory requirements, and customer experience.
• HydroWorxcoreTechnology or IntegrationTechnology partner providing state-of-the-art hydrotherapy pools installed at all Holbrook Active, Enriched, and Inspired living communities. The pools are specifically designed to rehabilitate residents and guests, helping regain motor skills, reduce pain, and improve physical and psychological health.
• Cruise PlannerssupportingGTM or Marketing PartnerTravel partner for Holbrook Expeditions program. Handles booking for regional trips and adventure travel experiences offered to residents, including cruises and international destinations.
• Dogwood Forest GraysonminorOthersAffiliated senior living community listed alongside Holbrook communities on the website. While not a formal partnership, appears as a related community within the Holbrook network.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Belmont Village Senior Living: Belmont Village operates upscale senior living communities with integrated assisted living, memory care, and signature wellness programs across multiple U.S. markets — directly comparable to Holbrook's luxury, hospitality-driven multi-care community model.
• Atria Senior Living: Atria is one of the largest operators of luxury independent living, assisted living, and memory care communities in the U.S. with comparable continuum-of-care campuses, premium amenity positioning, and a focus on lifestyle-driven senior living similar to Holbrook.
• Sunrise Senior Living: Sunrise is a major senior living operator offering independent living, assisted living, memory care, and short-term stays in upscale communities, with a comparable continuum-of-care resident model and emphasis on personalized wellness services.
• Senior Lifestyle: Senior Lifestyle operates a portfolio of independent living, assisted living, memory care, and skilled nursing communities nationwide with comparable service tiers and luxury amenities to Holbrook's communities.
• Watermark Retirement Communities: Watermark develops and operates upscale independent living, assisted living, memory care, and CCRC communities with wellness programming and resort-style amenities, comparable to Holbrook's premium multi-care community model.
• Merrill Gardens: Merrill Gardens operates upscale independent living, assisted living, and memory care communities with a hospitality-inspired resident experience, directly comparable to Holbrook's luxury, lifestyle-focused approach.
• Kisco Senior Living: Kisco Senior Living operates luxury independent living, assisted living, and memory care communities with a hospitality-driven, lifestyle-focused resident experience very similar to Holbrook's positioning.

Broad incumbents

• Brookdale Senior Living: Brookdale is the largest U.S. senior living operator with independent living, assisted living, memory care, and skilled nursing across hundreds of communities — overlapping Holbrook's core services at greater scale and broader geographic reach.

Emerging players

• Discovery Senior Living: Discovery Senior Living operates and manages a growing portfolio of senior living communities across multiple states with comparable amenity-driven and continuum-of-care offerings, though at earlier scale than Holbrook's Atlanta footprint.

Others

• Dogwood Forest: Dogwood Forest is explicitly listed on the Holbrook website as an affiliated senior living community, giving it direct service-offering and likely operating-partnership overlap with Holbrook's Atlanta-area senior living platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@holbrooklife9749
• Facebookfacebook.com/holbrooklife
• LinkedInlinkedin.com/company/the-holbrook
• Instagraminstagram.com/holbrooklife
• Xx.com/holbrooklife

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Holbrook