The Convalescent Home of Winnipeg

What The Convalescent Home of Winnipeg does

The Convalescent Home of Winnipeg is a licensed non-profit Personal Care Home (PCH) operating from a single facility at 276 Hugo Street North in Winnipeg, Manitoba, serving 84 residents who require 24/7 long-term care. Established in 1906 by the Women's Hospital Aid Society during a typhoid epidemic and recognized as the first PCH in Manitoba when its current building opened in 1965, the organization delivers round-the-clock nursing, dietary, and housekeeping services supplemented by therapeutic recreation programming. Core offerings include personal care services, a therapeutic recreation program with large/small group and one-to-one activities, a music therapy program featuring live musicians from Artists in Healthcare Manitoba and a YouTube-hosted sing-along library, and the Tune-Up Café partnership with the Alzheimer's Society of Manitoba for residents with cognitive impairment. Ancillary fee-for-service offerings include an on-site hair salon, visiting footcare nurse, dental hygienist services, wheelchair maintenance, family meal tickets, and ticketed special events.

The business model rests on a hybrid funding structure: provincial healthcare funding from Manitoba Health and the Winnipeg Regional Health Authority covers core care services for the 84 residents, while a charitable fundraising program sustains capital initiatives and supplemental programming. Capital funding is not provided by the provincial government, making donor cultivation a strategic necessity. The active $1.5 million Rooms to Thrive campaign, launched to revitalize all resident living spaces, had raised over $330,000 by April 2025. Donor recognition tiers range from $25 (tax receipt) to $50,000+ (Visionary level on the Giving Tree), with room sponsorships priced at $7,500 (1-bed), $15,000 (2-bed), and $30,000 (4-bed). Recurring monthly gifts are accepted through CanadaHelps.

The go-to-market is not commercial in the traditional sense: resident admissions are driven by hospital referrals, healthcare system placements, and family inquiries through the provincial system. Marketing and donor cultivation operate through a community-event-driven calendar (annual Jessie Avenue Block Party, Mother's Day Tea, Father's Day Cruisin' with Classics car show, Christmas Dinner), earned media in the Winnipeg Free Press, CBC, and CTV, and a recently launched Facebook/Instagram presence (November 2025). The organization is governed by a volunteer Board of Directors chaired by Bob Cox, with CEO/Director of Care Sharon Wilms retiring in June 2026 after 20 years of service.

Name

The Convalescent Home of Winnipeg

Legal name

The Convalescent Home of Winnipeg

Website

https://tchw.com

Company type

Private

Founded year

1906

Operating status

Operating

Headcount range

11–50 employees

Short description

The Convalescent Home of Winnipeg is a licensed non-profit Personal Care Home serving 84 residents with 24/7 long-term care in Winnipeg, Manitoba. Funded through Manitoba Health and charitable donations, it is Manitoba's first PCH, operating continuously since 1906.

Ownership category

akta.pro rank

Product category

Long-term residential care (Personal Care Home)

NAICS

Assisted Living Facilities for the Elderly (623312), Nursing and Residential Care Facilities (623)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

In-Home Dementia Care Services (Specialized Personal Care) (HLADACAI)

akta.pro secondary industries

Facility-Based Respite (Assisted Living/SNF/Memory Care Short Stays) (HLADAKAB), Live-In Care (Single Caregiver, 24-Hour Presence) (HSABAHAB)

Keywords

• Long-term care services
• Personal care home
• Senior residential care
• Therapeutic recreation programs
• Music therapy programs

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Provincial Healthcare Funding: Government-funded personal care home operating under Manitoba Health standards. Receives provincial funding for core care services as a licensed Personal Care Home.
2. Charitable Donations and Fundraising: Tax-deductible donations through CanadaHelps platform and direct mail. Major campaigns include Rooms to Thrive ($1.5M goal), Buy a Light Brighten a Life (recreation programs), and general operations support.
3. On-Site Services: Revenue from resident services including hairdresser/salon, wheelchair maintenance, and meal tickets for visiting family members. Also sells tickets to special events like Christmas dinners.
4. Rooms to Thrive Capital Campaign: Major room revitalization campaign with room sponsorship levels ranging from $7,500 (1-bed) to $30,000 (4-bed). Includes donor recognition on Giving Tree at specified giving levels.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

The Convalescent Home of Winnipeg operates a licensed Personal Care Home providing 24/7 round-the-clock long-term care to 84 residents, including nursing, dietary aide, and housekeeping services. It complements clinical care with Therapeutic Recreation Programs, a Music Therapy Program, and the Tune-Up Café community partnership for residents with dementia, alongside fee-for-service add-ons such as on-site hair salon, visiting footcare, and dental hygienist services.

Product overview

The Convalescent Home of Winnipeg operates as a licensed Personal Care Home providing round-the-clock long-term care to 84 Residents. The core service offering centers on 24/7 nursing care supported by dietary aides and housekeeping staff. Complementary therapeutic programs include Therapeutic Recreation Programs (large group, small group, and 1-1 activities), Music Therapy Program (featuring Artists in Healthcare Manitoba musicians and Rebekah's YouTube-based sing-along library), and the Tune-Up Café Program in partnership with the Alzheimer's Society of Manitoba. Additional fee-for-service offerings include On-Site Hair Salon Services, Visiting Footcare Services, and Dental Hygienist Services. The facility also runs the Rooms to Thrive Initiative, a $1.5 million fundraising campaign to renovate Resident living spaces with new furnishings, flooring, and décor.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Care Home Services Round-the-clock full-service long-term care providing 24/7 nursing care, dietary aide support, and housekeeping services to 84 residents. It is a licensed Personal Care Home operating under Manitoba Health Standards for older adults who can no longer remain safely at home due to health care needs or disability.
• Therapeutic Recreation Programs Comprehensive recreation programming for residents including large group activities, small group programs, 1-1 activities, and Resident Council meetings, developed around individual resident social, emotional, cognitive, physical, and spiritual needs.
• Music Therapy Program Music therapy featuring live musicians from Artists in Healthcare Manitoba and a YouTube sing-along video library with themed playlists including lyrics, reminiscence questions, and video content.
• Tune-Up Café Program Community partnership with the Alzheimer's Society of Manitoba providing bi-weekly evening program where participants gather for music, singing, warm beverages, and connection to support cognitive engagement for those with memory challenges.
• On-Site Hair Salon Services On-site hairdresser providing haircuts, wash and set services, and grooming for residents, with pricing updated effective March 15, 2026.
• Visiting Footcare Services Visiting footcare nurse service provided at reduced cost for residents, arranged through the Social Worker at the home.
• Dental Hygienist Services Dental hygienist visiting residents on an ongoing scheduled basis to provide oral health care.

Quantifiable outcome

• 84 residents receiving dedicated long-term care services
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Artists in Healthcare ManitobacoreStrategic or Co-development PartnerPartnership providing regular live music performances by professional musicians who visit the home to share talents with residents. Enhances therapeutic recreation programming and creates meaningful engagement opportunities.
• Alzheimer's Society of ManitobacoreStrategic or Co-development PartnerCommunity partnership through Tune-Up Café program - a welcoming space held every second Tuesday evening where participants gather to sing, enjoy warm beverages, and connect. More than an event, it's a program supporting cognitive engagement and social connection for those with memory challenges.
• Shelmerdine Garden CentreminorGTM or Marketing PartnerSeasonal fundraising partnership where Shelmerdine donates a portion of sales from poinsettias and door swags to the home. Funds support recreational activities for residents. Partnership active during holiday seasons.
• St. John Ambulance Pet Therapy ProgramminorStrategic or Co-development PartnerOngoing pet therapy program providing structured animal-assisted visits that offer positive therapeutic value for residents.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Extendicare: Canadian provider of long-term care, retirement living, and home health services with a sizable portfolio of regulated care homes. Overlaps with TCHW on the licensed long-term/personal-care model but at provincial/national scale and as a public company.
• Verve Senior Living: Canadian operator of retirement and assisted living residences in Ontario and British Columbia. Overlaps with TCHW on assisted living, personal support services, and memory care programming, though for-profit and multi-site.
• Brookdale Senior Living: Largest U.S. senior living operator offering assisted living, memory care, and skilled nursing. Closely aligned with TCHW's 24/7 personal-care and memory-care service mix, but as a multi-state for-profit platform.
• Amica Senior Lifestyles: Canadian owner/operator of premium retirement residences including assisted living and memory care suites. Comparable resident demographics and wellness programming, though positioned upmarket relative to TCHW's non-profit model.
• Revera Inc. One of Canada's largest senior care operators, running retirement residences and long-term care homes across multiple provinces. Comparable to TCHW in service category (residential elder care) but operates at national for-profit scale rather than single-site non-profit.
• Atria Senior Living: U.S. operator of assisted living and memory care communities. Comparable in care level (ADL assistance, dementia programming, life enrichment activities) and resident demographics to TCHW, at multi-site scale.
• Sienna Senior Living: Public Canadian operator of seniors' residences and long-term care communities. Comparable service mix (assisted living, memory care, long-term care) to TCHW, but portfolio-wide rather than single-site non-profit.
• Retirement Concepts: Western Canadian provider of independent living, assisted living, and long-term care. Comparable service continuum to TCHW including complex care residents, but as a multi-site for-profit operator primarily in BC.
• Chartwell Retirement Residences: Largest operator of retirement residences in Canada, with a growing long-term care and memory care portfolio. Comparable resident population (seniors needing daily support) and similar therapeutic programming model, but as a national for-profit platform.
• Sunrise Senior Living: International senior living operator with assisted living and memory care neighborhoods. Directly comparable to TCHW's resident profile (24/7 personal care, dementia programming, therapeutic recreation), though operates for-profit at multi-site scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCNO2ZKUf32jUP26TTAYUrfQ
• Facebookfacebook.com/the-convalescent-home-of-winnipeg
• Instagraminstagram.com/convalescenthomewpg
• LinkedInlinkedin.com/company/the-convalescent-home-of-winnipeg

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 The Convalescent Home of Winnipeg