Westend Seniors Activity Centre

What Westend Seniors Activity Centre does

Westend Seniors Activity Centre, operating as WE Seniors Edmonton, is a registered charitable non-profit organization established in 1978 in Edmonton, Alberta, serving adults aged 55 and older across the Greater Edmonton Area. The organization delivers over 100 in-person and online programs spanning fitness, arts and music, dance, lifelong learning, yoga and wellness, pickleball, social events, travel trips, an Active Aging educational series, and a Men's Shed social program, anchored by a 22,000+ square-foot facility in Edmonton's Terra Losa neighborhood and a second commissioned hub in Strathcona County established in 2022. Supporting services include a Community Cafe and frozen-meal program with volunteer-driver delivery, outreach and home-support services (form completion, benefits navigation, elder-abuse resources), facility rentals, and a travel program operated through a third-party travel agency.

Revenue is generated through a diversified mix of low-cost streams: $55 annual memberships, per-session program fees ($3 typical), facility rentals ($40–$168/hour plus a $1,500 wedding package), cafe and frozen meal unit sales, donations (including recycling-credit donations via Skip The Depot), and government grants. The core technology is the WE Seniors platform — an open-access digital solution launched in 2018 that integrates MyActiveCentre online registration and Zoom-delivered online classes — supplemented by standard productivity and social-media tools. Customer concentration is low by construction, as the model serves 2,000+ individual members and a much larger broader community of program participants, event attendees, and outreach clients, with 150+ volunteers contributing more than 10,000 hours annually.

Name

Westend Seniors Activity Centre

Legal name

WE Seniors Edmonton

Website

https://weseniors.ca

Company type

Private

Founded year

1978

Operating status

Operating

Short description

Westend Seniors Activity Centre (WE Seniors Edmonton) is a 1978-founded charitable non-profit in Edmonton, Alberta, serving adults 55+ through two community hubs with 100+ programs including fitness classes, meals, outreach, and the annual Older, Bolder, Better seniors week symposium.

Ownership category

akta.pro rank

Product category

Senior Community Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Community-Based Senior Centers with Adult Day Services (HLADAIAJ)

akta.pro secondary industries

Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK), Meals, Nutrition & Congregate Dining Day Programs (HSABANAM), Caregiver Support & Education Programs (Center-Based) (HSABANAN), Community & Senior Center Lifelong Learning Programs (EDAAAMAB), Arts, Culture & Creative Learning for Seniors (Music, writing, crafts) (EDAAAMAI), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior community services
• Active aging programs
• Seniors activity center
• Lifelong learning classes
• Community outreach services

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Membership Fees: Annual membership fees providing access to programs, classes, and services. Low-cost membership model at $55/year designed to be affordable for seniors.
2. Space Rentals: Hourly and daily rental of facility spaces including gymnasium, meeting rooms, games room, and cafe. Revenue from community events and private functions.
3. Meal Program Sales: Frozen meal program offering entrees, soups, and meal bundles for purchase. Includes delivery service to seniors who do not drive.
4. Donations and Fundraising: One-time and monthly donations, tribute gifts, legacy giving through wills, and corporate contributions. Registered charity accepting bottle and recyclable donations through Skip The Depot partnership.
5. Program Fees: Small fees for specific programs such as Active Aging Series presentations and Toonie Talk sessions, typically $3 or free for members.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

Westend Seniors Activity Centre (WE Seniors Edmonton) operates as a non-profit community hub providing programs, services, and activities for adults aged 55+. Core offerings include in-person and online classes across fitness, arts, dance, lifelong learning, and wellness; the Active Aging Series educational presentations; a Community Cafe and frozen meal program with home delivery; the Men's Shed social programming; outreach and home support services; and travel trips. Access is primarily through an annual membership at $55/year, with facility rentals and events also available to the broader community.

Product overview

WE Seniors Edmonton operates as a community hub offering over 100 programs and services for adults 55+. The organization provides a multi-channel platform combining in-person classes (fitness, arts, dance, lifelong learning, yoga), online Zoom classes, the Active Aging Series educational presentations, and the Toonie Talk Series. Core programs include a Community Cafe and Frozen Meal Program, Men's Shed social programming, Outreach & Home Support services, and Travel Trips. The annual Older, Bolder, Better Business Directory showcases age-friendly businesses. Facility rentals (gymnasium, meeting rooms, cafe) and volunteer opportunities support operational sustainability. The membership program ($55/year) provides access to all programs, while Friends of WE Seniors serves as a network of vetted partner organizations.

Differentiator

Problem solved

Functional benefit

Brands

• Older, Bolder, Better!™: Annual exhibition and symposium celebrating Alberta Seniors Week, featuring over 100 vendors and educational presentations.
• Active Aging Series
• Toonie Talk Series
• Men's Shed
• Community Cafe

Products and services

• In-Person Classes Over 100 registered programs and drop-in activities including The Arts & Music, Dance, Fitness, Lifelong Learning, Yoga, Tai Chi & Wellness, and Drop-in Classes & Pickleball. Many instructors are specially trained to support participants with varying abilities. Available to members and the broader Edmonton community.
• Online Classes Virtual classes delivered via Zoom in categories including The Arts, Dance, Fitness, Lifelong Learning, Yoga & Wellness, and ICAN Seniors. Free one-on-one Zoom training available for new users. Enables participation regardless of mobility or transportation barriers.
• Community Cafe & Frozen Meal Program Chef's Creations Cafe serving breakfast and lunch. Frozen meal program offering regular entrees ($14), premium/beef entrees ($16), hearty soups ($10), muffins ($7), and baked goods ($6-$12). Free delivery available through volunteer drivers and Drive Happiness partnership for seniors who do not drive.
• Facility Rentals Event space rentals including Gymnasium (3,000 sq ft, $168/hour), Harry Farmer Room (910 sq ft, $40/hour), Games Room (1,680 sq ft, $76/hour), Cafe (1,250 sq ft, $70/hour), and outdoor deck. Capacity ranges from 40 to 220 people. Wedding Package at $1,500 includes gymnasium, cloak room, cafe, deck, and kitchen access.
• Annual Membership Program Annual membership for adults 55+ at $55 per year (less than $5 per month). Provides access to in-person classes, online classes, drop-in classes, evening classes, events, travel trips, outreach services, resources, and Men's Shed. Includes reciprocal arrangements with 10 other Edmonton-area seniors centers.
• Outreach & Home Support Services Community outreach services including form completion assistance, emotional support, seniors benefits reviews, financial guidance, elder abuse resources, meals and nutrition support, mental health services, and transportation information. Includes partnership with Seniors Home Supports Program.
• Men's Shed Social and workshop program for men offering morning coffee gatherings, workshop activities, pool and cards nights, bowling leagues, museum tours, and distillery visits. Addresses social isolation among male seniors through peer connection and shared activities.
• Active Aging Series Educational presentation series featuring 2-4 guest speakers per session on topics including health, wellness, safety, financial literacy, caregiving, nutrition, and community resources. Includes dementia education and retirement planning programs. $3 per session for everyone, members and public welcome.
• Travel Trips Organized travel excursions including High Level Bridge Street Car tours, Christmas Markets River Cruises with Ama Waterways, Edmonton Elks games, Stony Plain & Parkland Museum visits, and international travel opportunities, in partnership with Network Travel/Alison Phillips.
• Events & Social Programs

Quantifiable outcome

• Over 2,000 members served annually with 100+ programs
• +3 more outcomes

Named customers4 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

Integration3 records

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core, minor and flagship.

• Drive HappinesscoreStrategic or Co-development PartnerPartnership for volunteer driver transportation services. Drive Happiness volunteers deliver frozen meals to seniors who do not drive. Two hours per week commitment from volunteer drivers who make their own schedule.
• Skip The DepotminorGTM or Marketing PartnerRegistered nonprofit organization accepting bottle and recyclable donations. Skip The Depot picks up recyclables from donors and credits the account, which can then be donated to WE Seniors Edmonton.
• Primary Care AlbertacoreStrategic or Co-development PartnerHealthcare partner collaborating with WE Seniors to host workshops and educational presentations on living well, providing practical health information to seniors.
• Alberta Health ServicescoreStrategic or Co-development PartnerHealthcare partner hosting workshops that give seniors practical, easy-to-implement tips on living their best lives. Part of Active Aging Series presentations.
• WE Seniors Strathcona CountycoreStrategic or Co-development PartnerIn 2022, commissioned by Strathcona County to develop an integrated community hub responding to the urgent needs of the region's fastest-growing older adult population. Second location expanding WE Seniors reach.
• Silver Longevity Business AssociationflagshipStrategic or Co-development PartnerCo-host of SilverTech Summit 2.0, a one-day event bringing together older adults, innovators, technology leaders, caregivers, researchers, and community organizations to explore how technology can enhance aging.
• Edmonton Regional Innovation Network (ERIN)minorGTM or Marketing PartnerProud supporter of SilverTech Summit 2.0, supporting innovation in aging technology sector.
• YEG Seniors AlliancecoreStrategic or Co-development PartnerCreated in April 2020 to address program and service gaps during COVID-19 pandemic. Expanded in May 2022 as Alberta Seniors Alliance to provide backbone support to peer and grassroots organizations.
• Network Travel / Travels With AlisoncoreChannel Partner/ Reseller/ DistributorTravel agency partner organizing travel trips for WE Seniors members, including trips like Christmas Markets River Cruise with Ama Waterways.
• Friends of WE Seniors EdmontoncoreStrategic or Co-development PartnerDirectory of local businesses and non-profit organizations vetted by WE Seniors team. These partners share the interest in supporting older adults and focus on educating rather than selling. Includes 20+ businesses across healthcare, financial, housing, and service sectors.
• Armour InsurancecoreGTM or Marketing PartnerOfficial provider of WE Seniors Edmonton group insurance program. Offers members 10% discount on car insurance and 15% on home insurance, plus 25% seniors discount on registry services.
• Enoch Cree NationcoreStrategic or Co-development PartnerIndigenous community partner for Older, Bolder, Better event. Opening prayer and land acknowledgement provided by Enoch Cree Nation at the 2026 event held at River Cree Casino & Resort.

Scale indicators9 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Sage Seniors Association: Sage Seniors Association is an Edmonton-based non-profit seniors center that is a direct reciprocal-membership partner of WE Seniors. Both organizations deliver community-based programming, social engagement, and support services to adults 55+ in the Greater Edmonton Area, making them the most comparable local peer.
• Strathcona Place +55 Centre: Strathcona Place +55 Centre is a Sherwood Park (Strathcona County) community center for adults 55+ and a listed reciprocal-membership partner of WE Seniors. It operates the same member-driven model of classes, social activities, and outreach in the same regional market where WE Seniors recently expanded.
• Mill Woods Seniors Association: Mill Woods Seniors Association is a south Edmonton seniors center that is part of the WE Seniors reciprocal-membership network. It offers comparable fitness, social, and educational programming to the same 55+ demographic in the Edmonton region.
• Edmonton Seniors Centre: Edmonton Seniors Centre is a central Edmonton non-profit serving adults 55+ and is a reciprocal-membership partner of WE Seniors. It runs an overlapping suite of drop-in programs, special events, and member services for the same Edmonton 55+ cohort.
• North West Edmonton Seniors Society: North West Edmonton Seniors Society operates a member-based seniors center in west Edmonton and is a reciprocal partner of WE Seniors. Its programming, member-driven governance model, and west-Edmonton service area overlap materially with WE Seniors' Westend location.
• Central Lions Seniors Centre: Central Lions Seniors Centre is a non-profit seniors center in central Edmonton listed as a WE Seniors reciprocal partner. It delivers comparable recreational, educational, and social programming to the same 55+ adult demographic in the Edmonton market.
• Southwest Edmonton Seniors Association (SWESA): Southwest Edmonton Seniors Association is a community seniors center in southwest Edmonton and a reciprocal-membership partner of WE Seniors. It offers a directly comparable slate of classes, events, and member services for the 55+ population.

Broad incumbents

• YMCA of Northern Alberta: YMCA of Northern Alberta operates large multi-purpose community and fitness facilities across Edmonton, including dedicated programming for older adults. While not a seniors-only organization, it competes for the same 55+ demographic through fitness, aquatics, and social programming at a much larger scale.
• Shepherd's Care Foundation: Shepherd's Care Foundation is an Edmonton-area faith-based non-profit operating continuing care, assisted living, and supportive housing for seniors. It is a broader incumbent in the local elder-care ecosystem that touches the same seniors WE Seniors serves and partners with on community programming.

Others

• Active Aging Canada: Active Aging Canada is a national non-profit organization promoting healthy and active aging through research, resources, and community programming. While not a direct operator of community hubs, it serves as an ecosystem and thought-leadency peer relevant to WE Seniors' mission and programming approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WESeniors
• Instagraminstagram.com/westendseniorsactivitycentre

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Westend Seniors Activity Centre