Fairways Care
Fairways Care is a family-owned operator of 8 residential, dementia, nursing, palliative, and respite care homes across North Wales, serving older adults through fee-for-service care delivered by approximately 500 directly employed UK staff, with revenue sourced from self-funders, local authorities, and NHS continuing healthcare commissioners.
- Company typePrivate
- Founded2022
- HeadquartersHolyhead, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Fairways Care does
Fairways Care is a family-owned operator of residential, dementia, nursing, palliative, and respite care homes, headquartered in Harrow (UK) and operating 8 care homes across North Wales under parent Emscott Holdings Limited (Company Registration No. 13797930). The portfolio comprises Stansty House (Wrexham, 52 beds), Ty Cariad Dementia Care Centre (Abergele), Merton Place (Colwyn Bay), Eryl Fryn (Llandudno, 30 beds), Ceris Newydd (Bangor, 43 beds), Glyn Menai Dementia Care Centre (Bangor, 34 beds), Fairways Newydd (Llanfairpwllgwyngyll, 77 beds), and Fairways Nursing Home (Holyhead, 36 beds). The company serves older adults in North Wales, with particular specialisation in dementia care delivered in purpose-built or adapted environments — most notably Fairways Newydd, which was designed in partnership with Bangor University's Dementia Services Development Centre.
The business model is fee-for-service recurring monthly billing for care provided directly by largely directly employed UK staff (around 500 total). Revenue is sourced from three payer types: self-funding families, local authority commissioners across North Wales (Anglesey, Gwynedd, Conwy, Wrexham, and adjacent counties), and NHS continuing healthcare bodies. Pricing is set per individual following a care needs assessment and is not publicly disclosed. GTM is sales-led, combining direct website/phone enquiries with local authority and NHS referral channels; there is no third-party reseller or partnership-led distribution. The group operates through two wholly-owned subsidiaries, Fairways Care Limited and Fairways Newydd Limited, and was acquired in its current form in 2022, after which significant reinvestment was deployed across the estate.
Fairways Care's competitive positioning rests on 30-plus years of operating history, multiple Wales Care Awards and a 2011 National Dementia Care Award for Best Dementia Care Home, and recent Care Inspectorate Wales ratings of 'Good' to 'Excellent' across inspected homes (including Ty Cariad's all-domain 'Excellent'). Operational partnerships with Admiral Nurses, Alzheimer's Society, Dementia UK, and Bangor University support clinical depth and community engagement. The group has no publicly disclosed proprietary technology stack or AI/ML capability, and growth is regionally concentrated entirely within North Wales, which constrains scale economics but reinforces local brand and referral density.
Fairways Care firmographics
Firmographics- Name
- Fairways Care
- Legal name
- Emscott Holdings Limited
- Website
- https://fairways.org.uk
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Fairways Care is a family-owned operator of 8 residential, dementia, nursing, palliative, and respite care homes across North Wales, serving older adults through fee-for-service care delivered by approximately 500 directly employed UK staff, with revenue sourced from self-funders, local authorities, and NHS continuing healthcare commissioners.
- Ownership category
- akta.pro rank
Fairways Care industry classification
Industry- Product category
- Elderly Care Services
- NAICS
- Nursing and Residential Care Facilities (623), Assisted Living Facilities for the Elderly (623312), Nursing Care Facilities (Skilled Nursing Facilities) (62311)
- SIC
- Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051)
- akta.pro primary industry
- Facility-Based Respite (Assisted Living/SNF/Memory Care Short Stays) (HLADAKAB)
- akta.pro secondary industry
- Hospice Care in Assisted Living / Residential Care Facilities (HLADAHAE)
Keywords
Where Fairways Care is headquartered
LocationHeadquarters
- HQ city
- Holyhead
- HQ country
- United Kingdom
- HQ region
- Europe
Offices9 records
Markets served
Fairways Care business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- Residential and Nursing Care Fees: Fairways Care generates revenue through residential, dementia, nursing, palliative, and respite care fees charged to residents and their families, local authorities, and NHS continuing healthcare bodies. Care is provided across 8 care homes in North Wales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Residential, Dementia, Nursing, Palliative, and Respite care packages |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Fairways Care product offering
Product offeringCore offering
Fairways Care operates 8 care homes across North Wales providing Residential, Dementia, Nursing, Palliative, and Respite care services to older adults. The homes range from 30 to 77 beds each and are purpose-built environments delivering 24-hour person-centred care, including clinical nursing support, dementia-specialist design, and activity-based care programmes. Care is delivered by approximately 500 directly employed staff and is funded through a mix of self-funding families, local authority contracts, and NHS continuing healthcare referrals.
Product overview
Fairways Care is a family-owned care home operator offering a portfolio of 8 care homes across North Wales (Anglesey, Gwynedd, Conwy, and Wrexham). The company operates a platform of distinct care homes (Stansty House, Ty Cariad Dementia Care Centre, Merton Place, Eryl Fryn, Ceris Newydd, Glyn Menai Dementia Care Centre, Fairways Newydd, and Fairways Nursing Home) that deliver five types of care services: Residential Care, Dementia Care, Nursing Care, Palliative Care, and Respite Care. The homes range from 30 to 77 beds and are purpose-built environments designed to provide person-centred care with a focus on holistic well-being, activity-based care, and individual independence. Fairways Newydd was designed in partnership with Bangor University's Dementia Services Development Centre. The company has operated for over 30 years with significant recent investment following acquisition in 2022.
Differentiator
Problem solved
Functional benefit
Products and services
- Stansty House
Quantifiable outcome
- Merton Place received a Good rating across the board from Care Inspectorate Wales (CIW).
- +4 more outcomes
Companies that use Fairways Care
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles2 records
Fairways Care technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Fairways Care partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Alzheimer's SocietycoreFairways Care partners with Alzheimer's Society during Dementia Action Week (18–24 May 2026), running social media fundraising campaigns where the company donated £1 per social media like and £2 per share, raising £441. The partnership supports awareness, understanding, and organisations making a real difference for those affected by dementia.
- Sinfonia CymruminorSinfonia Cymru, Wales' orchestra of young professional talent, performed for residents at Eryl Fryn during Dementia Action Week 2026, providing live orchestral music that supports memory, communication, and emotional wellbeing for dementia patients.
- Llanfairpwll Primary SchoolminorChildren from Llanfairpwll Primary School visited Fairways Newydd during Dementia Action Week for intergenerational cupcake decorating, singing, and shared memories — a partnership supporting wellbeing, reducing isolation, and encouraging communication for people living with dementia.
- Local Religious LeadersminorFairways homes work in partnership with local religious leaders, Admiral Nurses, and other health and social care professionals to provide holistic palliative and end-of-life care support.
- Admiral NursesminorAdmiral Nurses are specialist dementia nurses partnered with Fairways homes to provide expert dementia care support, working alongside care staff for residents and family guidance.
- Bangor University Dementia Services Development CentrecoreFairways Newydd in Llanfairpwllgwyngyll was purpose-built in partnership with Bangor University's Dementia Services Development Centre, incorporating specialist dementia care design principles into the home's architecture and environment.
- Cancer Research UKminorStaff at Eryl Fryn participated in the Pretty Muddy Race for Life, raising over £400 for Cancer Research UK. The partnership reflects the company's community engagement and fundraising activities.
- Age Well Club (Copper Rockers)minorThe Copper Rockers by Age Well Club performed live music sessions for residents at Ceris Newydd and Glyn Menai, providing entertainment and reminiscence therapy through classic music.
- Save the ChildrenminorEryl Fryn staff and residents participated in Christmas Jumper Day, raising funds for Save the Children charity.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Fairways Care competitors and assessment
Company assessmentDirect peers
- Hallmark Care Homes: Family-founded UK care home operator focused on high-quality residential, nursing, and dementia care in purpose-built homes. Comparable family-run ethos and quality-led brand positioning.
- Anchor Hanover: Major UK not-for-profit provider of housing and care for older people, including residential, nursing, and dementia services. Comparable service mix and elder-care focus, with broader scale.
- Barchester Healthcare: One of the largest UK private care home operators, running ~250 homes delivering residential, nursing, and dementia care. Closest scaled direct peer to Fairways' multi-service, dementia-led model.
- HC-One: UK's largest care home operator with ~270+ homes focused on residential, nursing, and dementia care. Comparable multi-site, dementia-heavy mix, with significant local-authority exposure.
- Four Seasons Health Care: Long-established UK care home operator delivering nursing, dementia, and residential care. Comparable service mix and dependency on UK local-authority and NHS-funded residents.
- Sanctuary Care: Operates ~60+ care homes across the UK providing residential, nursing, dementia, and respite care. Comparable multi-service offering within a larger group structure.
- Care UK: Operates a large network of care homes across England and Scotland offering residential, nursing, and dementia care. Comparable multi-service operating model and reliance on local-authority commissioning.
- Maria Mallaband Care Group: UK care home operator running residential, nursing, and dementia homes across England, Scotland, and Wales. Comparable multi-site, multi-service operating model and geographic reach within the UK.
- Avery Healthcare: Mid-sized UK care home group providing residential, nursing, and dementia care in purpose-built environments. Comparable premium-quality positioning and dementia specialism.
- Sunrise Senior Living (UK): Premium UK operator of assisted living and dementia care communities. Comparable premium positioning and dementia specialism, targeting higher-fee private residents.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Fairways Care social profiles
Digital presenceFairways Care financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fairways Care leadership team
Management profileNumber of profiles
Profiles2 records
Fairways Care subsidiaries and ownership
Company hierarchySubsidiaries2 records
Fairways Care funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fairways Care M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fairways Care
What does Fairways Care do?
Fairways Care operates 8 care homes across North Wales providing Residential, Dementia, Nursing, Palliative, and Respite care services to older adults. The homes range from 30 to 77 beds each and are purpose-built environments delivering 24-hour person-centred care, including clinical nursing support, dementia-specialist design, and activity-based care programmes. Care is delivered by approximately 500 directly employed staff and is funded through a mix of self-funding families, local authority contracts, and NHS continuing healthcare referrals.
Is Fairways Care a public or private company?
Fairways Care is a private company. It is classified as family owned and is currently operating.
When was Fairways Care founded?
Fairways Care was founded in 2022. It employs 251 to 500 people.
Where is Fairways Care based?
Fairways Care is headquartered in Holyhead, United Kingdom, in the Europe region.
How does Fairways Care make money?
One revenue line is on record: residential and Nursing Care Fees.
Who are Fairways Care's main competitors?
Direct peers on record are Hallmark Care Homes, Anchor Hanover, Barchester Healthcare, HC-One, Four Seasons Health Care, Sanctuary Care, Care UK, Maria Mallaband Care Group, Avery Healthcare and Sunrise Senior Living (UK).
Does Fairways Care have an API?
No public API is recorded for Fairways Care.
What industry is Fairways Care in?
Fairways Care's product category is Elderly Care Services. Its primary akta.pro industry code is HLADAKAB, Facility-Based Respite (Assisted Living/SNF/Memory Care Short Stays), with a secondary code of HLADAHAE, Hospice Care in Assisted Living / Residential Care Facilities. Its NAICS code is 623 and its SIC code is 8050.