Florida Senior Living Association

What Florida Senior Living Association does

Florida Senior Living Association (FSLA) is a 501(c)(6) nonprofit trade association founded in 2013 and headquartered in Tallahassee, Florida. It exclusively represents assisted living, memory care, and independent living communities operating in Florida, and currently represents more than 50% of the state's assisted living facilities (ALFs) with 17 or more beds. The organization functions as the recognized majority voice of Florida's senior living industry in legislative, regulatory, and policy matters, having passed six significant pieces of legislation and successfully defended against adverse proposals since its founding. FSLA operates a subsidiary, the Florida Senior Living Institute (FSLI), which delivers proprietary professional education including ALF Core Training, a 12-Hour Online Refresher Course, and the Leadership FSLA executive development program.

FSLA's business model rests on four revenue streams: (1) annual membership dues from operator communities; (2) a tiered Industry Partner Program (Associate $3,000, Select $5,000, Strategic $10,000, Preferred $25,000) selling access to senior living vendors; (3) the annual ENGAGE Conference at the Ritz-Carlton Orlando, generating registration, exhibitor, and sponsorship revenue; and (4) education revenue from FSLI courses and certifications. A core staff of approximately 10-12 employees supports operations, supplemented by external lobbyists (The Strategy Group), outside legal counsel (Baker Donelson), and PAC management (PAC Financial Management). Strategic affiliations include Argentum at the national level and UCF's Rosen College of Hospitality Management for academic ties.

FSLA's go-to-market is primarily sales-led and event-driven: a Chief Revenue Officer and Director of Sales and Outreach recruit operators and vendor partners through direct outreach, industry events, referrals, and the annual conference. Distribution channels include a comprehensive website, quarterly ENGAGE Magazine, social media (Facebook, Twitter/X, LinkedIn), email newsletters, monthly webinars, and partnerships with national industry bodies. The association does not operate proprietary technology platforms, relying instead on standard association management, email marketing, and event management systems. Notable board representation from senior executives at Brookdale, Ventas, Five Star Senior Living, SRI Management, Discovery Senior Living, and other major operators anchors its governance and industry credibility.

Name

Florida Senior Living Association

Legal name

Florida Senior Living Association, Inc.

Website

https://floridaseniorliving.org

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Florida Senior Living Association is a Tallahassee-based 501(c)(6) nonprofit trade association founded in 2013 that exclusively represents Florida's assisted living, memory care, and independent living communities. It provides legislative advocacy, regulatory support, professional education, and industry networking to over 50% of the state's 17+ bed assisted living facilities.

Ownership category

akta.pro rank

Product category

Senior Living Industry Association Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior living advocacy
• Assisted living association
• Industry membership services
• Professional education training
• Regulatory compliance support

Headquarters

HQ city

Tallahassee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Member Dues: Annual membership dues from assisted living, memory care, and independent living communities. Pricing structure based on community size and services.
2. Industry Partner Programs: Tiered partnership programs (Associate Partner $3,000, Select Partner $5,000, Strategic Partner $10,000, Preferred Partner $25,000) providing access, promotion, and sponsorship opportunities to vendors serving senior living communities.
3. Conference Revenue: Annual ENGAGE conference generates revenue through attendee registration, exhibitor booth fees, and sponsorship packages. Conference scheduled for July 8-10, 2026 at the Ritz-Carlton Orlando.
4. Education Programs: Florida Senior Living Institute provides professional education including ALF Online Core Training, 12-Hour Online Refresher Course, and the FSLA Leadership Program ($2,000 per participant).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Florida Senior Living Association is a 501(c)(6) nonprofit trade association representing assisted living, memory care, and independent living communities across Florida. It provides legislative and regulatory advocacy, professional education and certifications through the Florida Senior Living Institute, an annual ENGAGE conference, quarterly ENGAGE Magazine, tiered industry partner programs, and emergency preparedness resources. The association represents more than 50% of Florida's assisted living facilities with 17+ beds and has secured six significant pieces of legislation since founding in 2013.

Product overview

Florida Senior Living Association is a professional association offering a comprehensive suite of services to Florida's senior living industry. The organization operates as a membership-based platform with multiple partner tiers (Preferred, Strategic, Select, and Associate) for industry partners, alongside direct membership for assisted living, memory care, and independent living communities. The portfolio includes the Florida Senior Living Institute for education and training, the Leadership FSLA professional development program, the quarterly ENGAGE Magazine publication, the annual ENGAGE Conference, and an Industry Awards Program. Core services encompass advocacy and legislative representation, regulatory support, emergency preparedness resources, and Medicaid committee support. The organization was founded in 2013 and represents over 50% of assisted living facilities with 17+ beds across Florida.

Differentiator

Problem solved

Functional benefit

Products and services

• FSLA Community Membership Annual membership for licensed assisted living, memory care, and independent living communities providing advocacy representation, regulatory support, professional education, networking, and industry resources.
• Preferred Partner Program Top-tier industry partner membership ($25,000/year) for vendor companies serving senior living, offering board co-sponsorships, $5,000 conference sponsorship credit, featured interview, and the highest level of benefits and visibility.
• Strategic Partner Program Mid-tier industry partner membership ($10,000/year) including Select benefits plus email promotion, complimentary standard booth exhibit, exhibit tables at workshops, and Board happy hour co-sponsorship.
• Select Partner Program Industry partner membership ($5,000/year) providing website promotion, member directory access, social media engagement, magazine advertising rates, educational program speaking opportunity, and Board of Directors breakfast.
• Associate Partner Program Foundational industry partner membership ($3,000/year) offering website promotion, member directory access, social media engagement, member advertising rates, booth rates, and member-only communications.
• Florida Senior Living Institute (FSLI) Professional education and training division of FSLA offering ALF Online Core Training, 12-Hour Online Refresher Course, AHCA Joint Trainings, and the ALF Resource Guidebook for senior living professionals.
• Leadership FSLA Program Exclusive leadership development program for senior living executives offering Clifton StrengthsFinder assessment, leadership book, three in-person sessions, community meetings, Zoom gatherings, monthly webinars, and mentorship.
• ENGAGE Annual Conference Annual industry conference at the Ritz-Carlton in Orlando, Florida, featuring educational sessions, networking opportunities, exhibitor showcases, and industry awards.
• ENGAGE Magazine Quarterly magazine covering issues critical to leadership, management, and operations of assisted living, memory care, independent living, and continuing care retirement communities in Florida.
• Legislative and Regulatory Advocacy Services State and federal legislative and regulatory advocacy representing assisted living, memory care, and independent living communities before Florida legislators, executive branch agencies, and stakeholders.
• Medicaid Committee Support Committee that advocates for effective Medicaid policy solutions, provides member education on Medicaid participation, resolves Medicaid-related issues, and promotes awareness of Medicaid's role in assisted living.
• Emergency Preparedness Resources Comprehensive emergency preparedness support including hurricane resources, utility partner information, insurance resources, Health Facility Reporting System guidance, and emergency communication systems.
• Annual Industry Awards Program Annual awards program recognizing staff of senior living communities who demonstrate excellence and outstanding service in five categories, with nominations accepted through June 1 of each year.

Quantifiable outcome

• Represent more than 50% of assisted living facilities with 17+ beds across Florida
• +6 more outcomes

Named customers10 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

Partnerships

27 partnerships are on record, tiered core, minor, preferred and strategic.

• ArgentumcoreStrategic or Co-development PartnerFSLA is a state partner of Argentum, the national leading organization dedicated to supporting senior living professionals. This partnership provides FSLA members with access to national resources, federal advocacy, and industry best practices. FSLA's President serves as Chair of the Argentum State Executives board.
• The Strategy Group (TSG)coreImplementation/ SI/ Consulting PartnerExternal lobbying and consulting firm providing legislative representation and advocacy support for FSLA members. Team includes James McFadin, Chris Dudley, Paul Mitchell, and Clark Smith.
• Baker Donelson (Amy Schrader, Dena Sokolow)coreImplementation/ SI/ Consulting PartnerOutside legal counsel providing legal support, regulatory guidance, and counsel on matters affecting senior living communities.
• Thomson, Brock Luger & Company (Greg Cochran, CPA)minorImplementation/ SI/ Consulting PartnerAccounting services for FSLA financial management.
• Bulldog Strategy Group (Sandi Poreda)minorGTM or Marketing PartnerCommunications consulting firm supporting FSLA marketing and communications initiatives.
• ICE Bridge Training & Consultant (Monica Wilson, MS)minorImplementation/ SI/ Consulting PartnerTraining and consulting services for ALF staff development.
• Veritas Nursing Academy (Dr. Lori Barnes)minorImplementation/ SI/ Consulting PartnerNursing education and certification training provider for senior living staff.
• Legacy Life, LLC (Patrick Kerwin)minorImplementation/ SI/ Consulting PartnerLeadership coaching and development services for senior living professionals.
• Propel InsurancepreferredTechnology or IntegrationPreferred partner providing insurance solutions for senior living communities, including catastrophic event resources and hurricane preparedness materials.
• InspirenpreferredTechnology or IntegrationTechnology partner featured in the ENGAGE conference sponsor lineup, providing technology solutions for senior living.
• Guardian PharmacypreferredTechnology or IntegrationLong-term care pharmacy services provider for senior living communities. Director of Business Development Matt Depenbrock serves as FSLA Treasurer.
• Amba HealthpreferredTechnology or IntegrationPreferred partner providing health technology solutions for senior living communities.
• Hotwire CommunicationspreferredTechnology or IntegrationPreferred partner providing communication technology solutions.
• PharmericapreferredTechnology or IntegrationPreferred partner providing pharmacy services for senior living communities.
• A Place for MompreferredGTM or Marketing PartnerPreferred partner providing senior living referral and placement services.
• HPSIpreferredTechnology or IntegrationPreferred partner providing supply chain and procurement solutions.
• Select RehabpreferredTechnology or IntegrationPreferred partner providing rehabilitation therapy services for senior living communities.
• Florida Senior Living CompasspreferredTechnology or IntegrationPreferred partner providing operational and management solutions for senior living.
• Patriot AngelspreferredGTM or Marketing PartnerPreferred partner providing veteran benefits assistance for senior living residents.
• TSOlifepreferredTechnology or IntegrationPreferred partner providing technology solutions for senior living operations.
• August HealthstrategicTechnology or IntegrationStrategic partner providing electronic health records and operational technology for assisted living.
• Safely YoustrategicTechnology or IntegrationStrategic partner providing fall detection and resident safety technology.
• Nona ScientificstrategicTechnology or IntegrationStrategic partner providing scientific and clinical solutions. VP of Sales Abbey Rocco serves as FSLA Outreach Committee Chair.
• Florida Pioneer NetworkminorStrategic or Co-development PartnerFSLA staff serves on the Pioneer Network board, supporting culture change in senior living.
• Rosen College of Hospitality Management (UCF)minorStrategic or Co-development PartnerFSLA serves on the Senior Living Management Advisory Board at UCF's Rosen College of Hospitality Management.
• Florida Power & Light (FPL)minorOthersUtility partner providing emergency preparedness resources, outage reporting, and mobile apps for FSLA member communities during hurricanes and emergencies.
• Duke EnergyminorOthersUtility partner providing outage reporting and emergency communication resources.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• National Center for Assisted Living (NCAL): National assisted living advocacy arm of AHCA representing assisted living providers across the U.S. Comparable mission around ALF advocacy, quality standards, and workforce training; functions as national umbrella analogous to what FSLA does at state level.
• American Seniors Housing Association (ASHA): National organization focused on seniors housing including independent living, assisted living, and memory care providers. Comparable in mission of advocacy and education for senior housing operators, with broader geographic scope than FSLA's Florida-only focus.
• Argentum: National trade association for senior living operators, of which FSLA is a state partner. Provides federal advocacy and industry resources that complement (and overlap with) state-level work; FSLA's President chairs Argentum's State Executives board.

Direct peers

• Florida Health Care Association: Florida-based state trade association representing nursing facilities and long-term care providers. Comparable advocacy-driven model, parallel state-level legislative engagement, and overlapping member base with FSLA's assisted living communities.
• LeadingAge Florida: Florida state partner of LeadingAge national, providing advocacy, education, and regulatory support for nonprofit aging services providers including assisted living. Directly comparable as a Florida-only state trade association serving overlapping member segments, competing for the same legislative influence in Tallahassee.

Regional players

• Texas Senior Living Association: State-level trade association representing assisted living and senior living operators in Texas. Most analogous structural peer to FSLA in terms of revenue model (membership dues, partner tiers, conferences), but geographically separate.
• California Assisted Living Association (CALA): State-level assisted living trade association serving California's RCFE operators. Comparable membership-based advocacy and education model, but operates in California rather than Florida so does not directly compete.
• Pennsylvania Assisted Living Association: State-level trade association for Pennsylvania assisted living providers offering advocacy, education, and conferences. Comparable state-level scope and membership-driven model; does not compete in Florida.
• North Carolina Assisted Living Association: North Carolina state assisted living trade association providing advocacy, training, and regulatory support. Comparable small-staff state association model serving ALF operators.
• Virginia Assisted Living Association: Virginia state trade association for assisted living operators providing advocacy and education. Comparable association structure and mission focus on assisted living regulatory environment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/flseniorliving
• Facebookfacebook.com/floridaseniorliving
• LinkedInlinkedin.com/company/florida-senior-living

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Florida Senior Living Association