St George's Park

Name

St George's Park

Legal name

The Order of St. Augustine of the Mercy of Jesus

Website

https://stgeorgespark.co.uk

Company type

Private

Founded year

1868

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Burgess Hill

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Leasehold Property Sales: Sale of 125-year leasehold independent living apartments (resale properties). Transfer fee of 20% of any uplift in property value plus assignment fee of £500 plus VAT.
2. Assisted Living Rental (Trinity Lodge): Monthly rental charges for 27 Assisted Living apartments. 1-bed from £4,129-£4,355/month, 2-bed from £4,147-£5,260/month. Includes utilities, WiFi, meals, emergency cover. Index-linked to CPIH annually.
3. Service Charges: Annual service charge of £8,098.68 (£674.89/month) for independent living apartments, reviewed annually. Covers communal services, maintenance, management fees, and sinking fund.
4. Ground Rent: Annual ground rent of £300 per apartment, fixed for first 25 years (to Dec 2031), increasing by £100 for each succeeding 25-year period.
5. Care Services: Domiciliary care packages at minimum £29.80/hour for personal care, with higher rates for weekends and public holidays. Additional domestic assistance at £19.50/hour minimum.
6. Estate Agency Services: On-site estate agency service at 1% of sale price plus VAT (sole agency) or 1.5% (multi-agency).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

St George's Park operates an integrated retirement village in East Sussex offering 240 leasehold independent living apartments for the over 60s, alongside 27 rental Assisted Living apartments at Trinity Lodge. The village is set within 250 acres of countryside and includes on-site domiciliary care and priority access to two 60-bed nursing care homes run by Augustinian Care, creating a full continuum of housing and care under one site.

Product overview

St George's Park operates as an integrated retirement community offering a continuum of housing and care options. The core offering is the Retirement Village with 240 leasehold apartments (232 two-bedroom, 8 one-bedroom) for adults over 60, built across phases from 2006-2016. Trinity Lodge provides 27 assisted living rental apartments (25 two-bedroom, 2 one-bedroom) with all-inclusive monthly pricing covering utilities, meals, and care services. On-site domiciliary care and two nursing homes complete the care continuum, allowing residents to remain within the community as their needs change.

Differentiator

Problem solved

Functional benefit

Brands

• Trinity Lodge: Assisted Living facility offering 27 rental apartments for over 60s requiring support services. Opened 2023. Provides inclusive rental packages with meals, utilities, and care services.

Products and services

• St George's Park Retirement Village Integrated retirement village of 240 leasehold apartments (232 two-bedroom, 8 one-bedroom) for adults over 60, set within 250 acres of East Sussex countryside, with 24-hour concierge, leisure facilities, and full care continuum on site.
• Trinity Lodge Assisted Living Rental assisted living facility offering 27 apartments (25 two-bedroom, 2 one-bedroom) with all-inclusive monthly rent covering utilities, WiFi, broadband, TV licence, phone, meals, 24-hour emergency cover, and domestic assistance for over 60s requiring daily living support.
• Independent Living Apartments 125-year leasehold retirement apartments (resale) for over 60s, providing access to communal facilities including the Maes Court community centre, restaurant, bar, shop, library, gymnasium, and leisure amenities.
• Domiciliary Care On-site CQC-registered (Provider 1-101646827) domiciliary care service providing personal care, medication administration, prescription collection, wellbeing visits, bathing assistance, shopping, and accompaniment to GP/hospital appointments at a minimum of £29.80/hour, plus additional domestic assistance at £19.50/hour.
• Care Homes (Nursing & Dementia) Two 60-bed nursing and dementia care homes on the estate, operated by Augustinian Care, providing full-time and respite nursing care with priority access for St George's Park village residents.

Quantifiable outcome

• 250 acres of grounds with fishing lake, woodland walks, bluebells, protected orchids, and wildlife including water buffalo, alpacas, and sheep.
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ARCO (Associated Retirement Community Operators)coreOthersARCO is the main body representing the retirement community sector in the UK. St George's Park is a member as an Approved Operator, complying with the ARCO Consumer Code. ARCO promotes confidence in the sector, raises awareness of the Integrated Retirement Community model, and increases expertise within the sector.
• Skills for CarecoreOthersSkills for Care is the strategic body for workforce development in adult social care in England. Augustinian Care/St George's Park won 'Best Employer of more than 250 Employees' award at Skills for Care Accolades.
• RightmoveminorChannel Partner/ Reseller/ DistributorUK's largest property portal where St George's Park lists resale properties for sale. Properties linked from stgeorgespark.co.uk to Rightmove.
• AuditelminorStrategic or Co-development PartnerPartner for carbon neutrality journey. Auditel case study: 'Augustinian Care begin their journey to carbon neutrality with Auditel'.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Retirement Villages Group (RVG): Retirement Villages Group operates independent and assisted living communities in the UK with a focus on rural and countryside settings. Directly comparable to St George's Park's 250-acre countryside positioning and integrated care model.
• Inspired Villages: Inspired Villages is a UK operator of integrated retirement communities backed by Legal & General. It develops and operates multi-acre villages with independent living, assisted living, and care services, paralleling St George's Park's model and leasehold structure.
• Belong Villages: Belong operates UK villages offering independent living apartments alongside nursing and dementia care services. Operates a not-for-profit model similar to St George's Park's charitable structure, with comparable integrated care infrastructure.
• ExtraCare Charitable Trust: ExtraCare operates retirement villages across the UK combining independent living with on-site care and wellness facilities. Directly comparable to St George's Park as a charitable UK retirement village operator with integrated care and lifestyle amenities.
• Audley Group: Audley Group operates premium UK retirement villages with independent living apartments, care services, and high-end amenities. Most directly comparable to St George's Park as a luxury-age-in-place operator with similar leasehold/management fee economics and ARCO membership.
• Richmond Villages (Bupa): Richmond Villages operates a portfolio of retirement villages across the UK offering independent living, assisted living, and on-site nursing care under the Bupa umbrella. Direct comparable to St George's Park's integrated care continuum model and target demographic.

Others

• Oakland Care: Oakland Care operates care homes across the UK with a focus on residential, nursing, and dementia care. Adjacent peer due to overlap of care services on the St George's Park estate (two 60-bed care homes), though not a direct retirement village operator.

Emerging players

• PegasusLife: PegasusLife develops and operates boutique retirement communities in the UK focusing on independent living apartments for active older adults. Comparable in leasehold sales model and demographics but with less direct care continuum than St George's Park.

Broad incumbents

• Churchill Retirement Living (McCarthy & Stone): Churchill Retirement Living, part of the McCarthy & Stone group, is one of the UK's largest independent living retirement specialists. Comparable in leasehold retirement apartment model but operates without the integrated nursing/care continuum that defines St George's Park.
• Anchor Hanover: Anchor Hanover is one of the largest not-for-profit providers of housing and care for older people in England, operating retirement housing, extra care, and care homes. Comparable to St George's Park's charitable ethos and continuum-of-care offering, though at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Customer concentration

• Facebookfacebook.com/saintgeorgespark
• LinkedInlinkedin.com/company/stgeorgespark/mycompany/?viewAsMember=true

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 St George's Park