Active Generations

Name

Active Generations

Legal name

Active Generations

Website

https://activegenerations.org

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Sioux Falls

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Adults 18+ pay monthly or annual membership fees to access fitness facilities, classes, clubs, social activities, and nutrition programs. Tiered pricing ranges from $10-28/month or annual options.
2. Donations and Fundraising: The organization raises funds through individual donations, corporate sponsorships, and annual campaigns including March for Meals and the IGNITE capital campaign ($13.5 million goal).
3. Simply Good Social Enterprise: Café, catering, cookies, and take-and-bake meals generate proceeds that support the nutrition program. The café serves breakfast and lunch to the public at the East Campus.
4. Meal Program Donations: Participants aged 60+ contribute suggested donations of $5.25 per meal for Congregate Dining and Meals on Wheels. No one is turned away due to inability to contribute.
5. Grants: Active Generations receives federal funding through the Older Americans Act (OAA) Title III-C grant, state funding from South Dakota, and foundation grants such as the Parkinson's Foundation 2026 Community Grant.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Active Generations is a Sioux Falls-based 501(c)(3) nonprofit that operates a multi-facility community center for adults in the Sioux Empire region. It delivers tiered membership access to fitness centers, group classes, pickleball, golf simulator, and 45+ clubs/activities, alongside a nutrition program (Congregate Dining, Meals on Wheels, Simply Good café/catering), Adult Day Services for memory loss and chronic conditions, Caregiver Support services, and transportation assistance (Workers on Wheels).

Product overview

Active Generations is a Sioux Falls-based nonprofit organization offering a comprehensive suite of programs and services for adults. The organization operates as a membership-based community center with four membership tiers (Social Fit, Active Fit, Social and Active, and Premier Fit) ranging from $10-$28/month. Core services include fitness and wellness programming (fitness centers, group classes, personal training, pickleball, golf simulator), nutrition services (Congregate Dining, Meals on Wheels, Simply Good café/catering/cookies), Adult Day Services (Day Break, Men's Group, Ceili Cottage), and Caregiver Support. Additional offerings include over 45 clubs and activities, transportation assistance (Workers on Wheels), community services (Rake the Town, SHIINE Medicare counseling), and specialized programming like Parkinson's Pathway and ActiveHealth Pathways. Simply Good is a social enterprise sub-brand where all proceeds support Active Generations' nutrition program. The IGNITE Campaign is an ongoing $13.5 million facility expansion effort.

Differentiator

Problem solved

Functional benefit

Brands

• Simply Good: A social enterprise of Active Generations that includes a café, catering services, custom cookies, and take-and-bake meals. 100% of proceeds benefit Active Generations' nutrition program.

Products and services

• Social Fit Membership Entry-level monthly membership ($10/month or $100/year; not eligible for insurance coverage) providing social space access, social activities, gym equipment access, open workout space, select fitness classes (with insurance), pickleball, golf simulator, and 1 guest pass per month. For adults 18+ seeking community and light activity.
• Active Fit Membership Fitness-focused monthly membership providing full access to the Active Generations fitness center; free with select insurance plans (SilverSneakers and similar). For adults who want full gym access.
• Social and Active Membership Combined social and fitness membership at $15/month ($9 with select insurance plans) or $150/year, bundling both social and active benefits. For adults seeking the full community center experience.
• Premier Fit Membership Premium monthly membership ($28/month or $22 with select insurance plans; $280/year) including full social and active benefits plus premium perks such as free pickleball and golf simulator access. For adults wanting the full Active Generations experience.
• Simply Good Café Fast-casual breakfast and lunch café at East Campus (5500 E. Active Generations Place), open Monday-Friday 7am-3pm to the public. Social enterprise where 100% of proceeds benefit Active Generations' nutrition program. Breakfast $6-$10, lunch $7-$15; special nutrition program pricing for adults 60+: $4 breakfast, $5.25 lunch.
• Simply Good Catering Catering service featuring breakfast and lunch options for meetings, celebrations, and special events, ordered through the website or in-person. Proceeds support Active Generations' nutrition program.
• Simply Good Cookies Custom cookies ranging from classic frosted styles to detailed multi-colored designs, available for celebrations. Proceeds support Active Generations' nutrition program.
• Simply Good Family Pans Chef-prepared, ready-to-bake family meals for home, convenient for busy families and made with the same care as Active Generations programs. Proceeds support Active Generations' nutrition program.
• Congregate Dining Hot, balanced meals served weekdays at Active Generations locations and partner senior centers across the Sioux Empire (Alcester, Beresford, Hartford, Hudson, Lennox). Suggested contribution $5.25 for adults 60+, $10 for guests under 60. For older adults needing nutrition support.
• Flex Dining Flexible dining options at regional cafes (Rosie's Farmhouse Cafe, Wooden Nickel, My Place Cafe, County Fair Food Store, Quick Stop, Combine II) and Sioux Falls Hy-Vee stores for older adults who cannot attend traditional congregate dining sites.
• Meals on Wheels Home-delivered nutritious meals Monday through Friday for adults age 60+ who are homebound, including friendly visits from trained volunteers. Meals designed by a registered dietitian. Suggested contribution $5.25 per meal. Serves 20 communities including Sioux Falls, Brandon, Harrisburg, Dell Rapids, and surrounding areas. Over 281,000 meals served annually to 5,400 individuals.
• Adult Day Services - Day Break Primary Adult Day Services program featuring well-rounded, engaging days with social activities, health monitoring, and nutritional support in a group setting. Supports adults with memory loss, chronic conditions, mobility challenges, or those recovering from medical events. 205 participants served in 2025.
• Adult Day Services - Men's Group Specialized Adult Day program for men living with Alzheimer's, dementia, or other cognitive diagnoses. Focuses on camaraderie, shared life experiences, and meaningful activities in a comfortable environment designed specifically for men.
• Adult Day Services - Ceili Cottage Specialized, smaller-scale Adult Day environment focused on providing a calm, supportive atmosphere for those who benefit from a gentler pace and highly personalized attention.
• Caregiver Support Program Free support services for family caregivers including one-on-one care planning, personalized resource referrals, support groups (memory care, grief, condition-specific), educational classes, and Memory Cafés. Serves all of east South Dakota. Over 400 caregivers supported in 2025.
• Fitness Center and Group Classes Fully-equipped fitness centers with treadmills, ellipticals, bikes, weight machines, free weights, and group fitness classes including SilverSneakers. Classes available for Strength & Balance and specialized programming. Available to members at both campuses.
• ActiveHealth Pathways Eight-week specialized fitness programs for those navigating health issues, medical conditions, recovery, or chronic diseases. Includes Cardiac, Functional Fitness, Weight Management, Orthopedic, and Parkinson's pathways with assessments and personal training.
• Parkinson's Pathway Programming Comprehensive Parkinson's programming using the MDT Education Solutions framework to help participants manage symptoms, improve functional mobility, and maintain confidence. Includes strength training, Sing-A-Long, Bean Bags, and Table Tennis. Supported by a 2026 Parkinson's Foundation Community Grant that eliminated participation fees; over 50 individuals and caregivers served since March 2026.
• Pickleball Indoor pickleball with open play for all skill levels, organized tournaments, and court reservations at Active Generations. $5 per reservation for non-Premier Fit members (free for Premier Fit).
• Golf Simulator State-of-the-art golf simulator at Main Campus for analyzing swing mechanics or playing rounds year-round. $5 per reservation (Premier Fit members free).
• Clubs and Activities Over 45 clubs and special interest groups including arts and crafts (painting, quilting, knitting, woodcarving), music and dance (dance clubs, line dancing, Kazukes), board and card games (17 different card and game clubs), special interest groups (golfing, hiking, book club), and trips and travel programs.
• Workers on Wheels (WOW) Door-to-door personal dial-a-ride transportation service for adults 60+ within Sioux Falls city limits. Helps maintain independence with rides to medical appointments and grocery shopping. Suggested donation $5 per ride, $10 per round trip.
• Rake the Town Annual fall volunteer event connecting volunteers with older adults and individuals with disabilities who need assistance with seasonal yard cleanup. Serves Sioux Falls area including Brandon.
• SHIINE (Senior Health Information and Insurance Education) Free, confidential, unbiased Medicare counseling program. Federally funded program providing guidance on Medicare options, coverage decisions, and fraud prevention. Regional provider for Southeastern South Dakota.
• Beacom Family Village (Adult Day Services) New dedicated Adult Day Services and Caregiving Support facility opened April 27, 2026 at 3301 E. 26th St., Sioux Falls. Increases Adult Day capacity by 20 participants and features three secure program areas for individuals with early-onset Alzheimer's and dementia.
• Women's Wellness Summit Inaugural summit focused on hormone health for women in their 40s through 60s and beyond. Sessions on perimenopause, menopause, cardio/nutrition, bone vitality, pelvic health, fitness introductions, and puppy yoga. Presented by Avera, sponsored by Xcel Energy. Tickets $30 members, $45 non-members.
• Group Fitness Classes Wide variety of group fitness classes designed for all ages and abilities. $25 per month for unlimited classes (5-punch card) or $50 (10-punch card), or $5 per session. SilverSneakers classes free with insurance fitness incentives.

Quantifiable outcome

• Over 281,000 meals served annually to 5,400 individuals
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Avera HealthcoreStrategic or Co-development Partner · 11 June 2026Avera Health is the presenting sponsor for Active Generations' inaugural Women's Wellness Summit and a lead corporate sponsor for the March for Meals campaign. Healthcare professionals from Avera lead breakouts on Cardio and Nutrition, Bone Vitality, and Urogynecology/Pelvic Health at the summit.
• Xcel EnergycoreGTM or Marketing Partner · 11 June 2026Xcel Energy sponsors the Women's Wellness Summit, including sponsoring the Puppy Yoga session featuring adoptable puppies from Almost Home Canine Rescue.
• Legacy Law FirmminorGTM or Marketing Partner · 11 June 2026Legacy Law Firm sponsors breakfast from Simply Good Café at the Women's Wellness Summit.
• Almost Home Canine RescueminorStrategic or Co-development Partner · 11 June 2026Partner organization providing adoptable puppies for the Women's Wellness Summit's Puppy Yoga session, combining wellness with community engagement.
• R Wine Bar & Kitchen, Brix Wine Bar, Trio Jazz Club, Maribella Ristorante, The Barrel HouseminorGTM or Marketing Partner · 1 January 2026Local restaurant partners donated 10% of one night's sales to the March for Meals campaign, supporting senior nutrition programs.
• Sanford Health Co-OpminorStrategic or Co-development PartnerSanford Health Co-Op offers free health appointments, medication reviews, and care coordination to uninsured individuals and those on Medicare, Medicaid, or Sanford Health Plan at Main Campus.
• Sanford Foot ClinicminorStrategic or Co-development PartnerSanford provides professional foot care services including toenail trimming, corn/callus buffing, hygiene, massage, and preventative screenings at Main Campus.

Scale indicators14 records

Recent moves10 records

Expansion highlights6 records

Regional players

• GreatLIFE: Regional fitness and golf club operator in Sioux Falls offering gym, golf, and family programming. Direct competitor for fitness memberships and golf simulator access in the same metro.
• Avera Health: Major regional health system and primary corporate partner of Active Generations. Provides referrals, sponsorships, and co-branded wellness programming, but could also develop competing community-based senior health services.
• Sanford Health: Major regional health system providing on-site services (Sanford Foot Clinic, Health Co-Op) at Active Generations facilities. Strategic partner that could expand into community-based senior programs if relationships shift.

Direct peers

• YMCA of Sioux Falls: Direct local competitor operating a membership-based community center with fitness facilities, group classes, youth programming, and family wellness services. Operates in the same Sioux Falls market with overlap in fitness and group activities for adults.
• SilverSneakers: Nation's leading senior fitness program offering insurance-funded gym access and group classes for older adults. Active Generations is a host site, and the two share the same Medicare Advantage fitness benefit payer ecosystem.

Broad incumbents

• Meals on Wheels America: National umbrella organization supporting the Meals on Wheels network. Active Generations operates a regional Meals on Wheels program under this structure, sharing the same home-delivered meals model and Older Americans Act funding framework.
• National Council on Aging (NCOA): National nonprofit advocacy and service organization focused on improving the health and economic security of older adults. Comparable in mission and program breadth (fitness, nutrition, caregiver support) at the national level.
• Brookdale Senior Living: Largest operator of senior living communities in the U.S. Provides a broader continuum of care (independent living, assisted living, memory care) that overlaps with Active Generations' adult day, caregiver support, and active aging programming.
• Aegis Living: West Coast-focused senior living and memory care operator with wellness programming and community engagement similar to Active Generations. Comparable in mission around active aging, caregiver support, and dementia programming.

Emerging players

• PACE Programs (National PACE Association): Program of All-Inclusive Care for the Elderly (PACE) provides integrated medical and social services for nursing-home-eligible seniors. Represents an emerging care model that could overlap with Active Generations' Adult Day Services and caregiver support offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/groups/3691368031168881
• Instagraminstagram.com/activegenerations

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Active Generations