COTA SA

What COTA SA does

COTA SA (Council on the Ageing SA) is an independent, not-for-profit peak body headquartered in Adelaide, South Australia, operating with 60+ years of institutional history to represent the rights, interests, and futures of more than 700,000 South Australians aged 50 and over. As the formally recognized voice of older South Australians, COTA SA combines high-level policy advocacy with direct service delivery, operating a portfolio that includes the Strength for Life affordable fitness program delivered at 100+ locations, Let's Talk Aged Care navigation service, COTA Visitors volunteer companionship program (part of the federal Aged Care Volunteer Visitors Scheme), the Rainbow Hub for older LGBTI+ community members, the Fleurieu Neighbourhood Network, and the Voices On Ageing podcast. The organization also operates The Plug-in, a specialist ADIA-compliant market insights social enterprise connecting older people with industry, government, and researchers to study the growing 50+ market.

The organization is funded primarily through diversified government grants from federal and SA state agencies, supplemented by an annual COTA SA Supporters partnership program ($900 per organization), tax-deductible donations (DGR status), modest participant fees for Strength for Life, and revenue from The Plug-in market research activities. COTA SA maintains a free membership model open to all older South Australians and delivers services through a hybrid channel mix spanning in-person program sites, phone-based information lines, an accessible website, podcasts, community events, and a volunteer Peer Educator network delivering 4,500+ hours of service annually. The organization is governed by a Board of Directors and currently led by Chief Executive Miranda Starke, with a newly launched Strategic Plan 2026-2031 guiding the next five-year horizon.

Name

COTA SA

Legal name

COTA SA (Council on the Ageing SA)

Website

https://cotasa.org.au

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

11–50 employees

Short description

COTA SA is an independent not-for-profit peak body headquartered in Adelaide, South Australia, representing 700,000+ South Australians aged 50+ through policy advocacy, community programs (Strength for Life fitness, aged care navigation, volunteer visiting), and a market research social enterprise.

Ownership category

akta.pro rank

Product category

Senior Services and Aged Care Advocacy

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Continuing Care at Home (CCaH) / Virtual CCRC Programs (HLADAEAH)

akta.pro secondary industries

Senior & Active Aging Personal Training (HSADAAAI), Senior/Low-Impact Group Fitness (HSADABAI)

Keywords

• Aged care advocacy
• Senior fitness programs
• Ageing policy research
• Volunteer visitor services
• Non-profit peak body

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Government Grants and Program Funding: COTA SA receives funding from federal and state government agencies to deliver programs and services including the Strength for Life fitness program, COTA Visitors (Aged Care Volunteer Visitors Scheme), Let's Talk Aged Care, and others. Funding sources include the Australian Government (Department of Health and Aged Care), South Australian Government (Department for Health and Wellbeing, Department for Infrastructure and Transport, Office for Ageing Well, Adelaide Primary Health Network), and statutory bodies.
2. COTA SA Supporters Program: Organizations pay an annual investment of $900 to become COTA SA Supporters. This provides visibility, partnership acknowledgment, access to network activities, and association with COTA SA's advocacy mission. Current supporters include aged care providers, local councils, universities, and community organizations.
3. Donations and Charitable Contributions: COTA SA is a not-for-profit organization and registered charity with Deductible Gift Recipient (DGR) status. Donations of $2 or more are tax-deductible in Australia. Donations support advocacy, programs, and services for older South Australians.
4. Program Fees (Strength for Life): Strength for Life is described as an 'affordable' fitness program for older South Australians, implying a modest fee is charged to participants, though specific pricing is not publicly disclosed. The program operates at over 100 locations across South Australia.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

COTA SA (Council on the Ageing SA) is the independent not-for-profit peak body delivering programs, advocacy and information for more than 700,000 South Australians aged 50+. It directly operates Strength for Life fitness classes at 100+ locations, Let's Talk Aged Care navigation, COTA Visitors volunteer companionship, Rainbow Hub LGBTI+ programs, and The Plug-in market research social enterprise, while representing older people's interests to government through policy submissions, Listening Posts and election platforms.

Product overview

COTA SA is an older people's movement and peak body representing the rights, interests, and futures of more than 700,000 South Australians aged 50+. The organization operates as a portfolio of social programs and advocacy services rather than a unified software product. Core offerings include Strength for Life (fitness program at 100+ locations), Let's Talk Aged Care (aged care navigation), COTA Visitors (volunteer companionship service), The Plug-in (market research social enterprise), Rainbow Hub (LGBTI+ support), Voices On Ageing Podcast (storytelling), and regional networks. The organization also conducts advocacy, policy development, and provides free membership to older South Australians. Past programs have included ZestFest festival, COTA Social Connections, Legal Services, and Peer Education sessions.

Differentiator

Problem solved

Functional benefit

Brands

• The Plug-in: COTA SA's social enterprise and specialist market insights operation which connects older people with industry, government and researchers to better meet the future needs of the growing 50+ market.
• Strength for Life
• COTA Visitors
• Let's Talk Aged Care
• Rainbow Hub
• COTA Social Connections
• Voices On Ageing Podcast

Products and services

• Strength for Life An affordable, pay-as-you-go group fitness program for people aged 50+ delivered at more than 100 locations across metropolitan Adelaide and regional South Australia, with over 5,000 participants annually.
• Let's Talk Aged Care A free information and support service that helps older South Australians understand, register for and connect with My Aged Care government-subsidised aged care services, supporting around 934 people per year.
• COTA Visitors A volunteer visiting scheme that matches trained volunteers with older people at risk of social isolation or loneliness in Adelaide metro, Hills, Mallee and Southern Fleurieu areas, part of the federally funded Aged Care Volunteer Visitors Scheme.
• The Plug-in A specialist market research social enterprise that recruits people aged 50+ to participate in paid market and social research studies for industry, government and researchers, operating under the ADIA Privacy (Market and Social Research) Code 2021.
• Rainbow Hub (LGBTI+ Information) Programs, resources, podcast and video content supporting older lesbian, gay, bisexual, transgender and intersex South Australians on rights, housing, health and discrimination, delivered through the Rainbow Rights Toolkit and Rainbow Hub SA.
• Aged Care Sector Support and Development Resources and capability support for aged care organisations seeking to embed meaningful consumer engagement rather than compliance-only approaches, drawing on COTA SA's policy and lived-experience expertise.
• Fleurieu Neighbourhood Network A seniors information service operated by and for older people living in the Southern Fleurieu Peninsula, providing a localised extension of COTA SA's information, referral and advocacy support.
• Ongoing Learning A learning program delivered in partnership with WEA Adult Learning and Skills SA that gives COTA SA members access to funded short courses for ongoing skills development and social engagement.

Quantifiable outcome

• 5,000+ people gain strength and stay fit annually through Strength for Life programs at 100+ locations
• +4 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

25 partnerships are on record, tiered minor and core.

• Beyond BankminorGTM or Marketing PartnerBeyond Bank is listed as a current COTA SA Supporter, paying an annual investment of $900 to support COTA SA's work. Supporters stand beside COTA SA to call out ageism, overcome disadvantage, and create new possibilities for older South Australians.
• ECHminorGTM or Marketing PartnerECH (Enabling Communities at Home) is listed as a current COTA SA Supporter. ECH provides aged care and home support services in South Australia.
• EldercareminorGTM or Marketing PartnerEldercare is listed as a current COTA SA Supporter. Eldercare is a South Australian aged care provider offering residential care, home care, and retirement living.
• Flinders University's Caring Futures InstituteminorStrategic or Co-development PartnerFlinders University's Caring Futures Institute is listed as a current COTA SA Supporter. The partnership connects COTA SA with academic research capabilities in ageing, aged care, and wellbeing.
• Resthaven IncorporatedminorGTM or Marketing PartnerResthaven Incorporated is listed as a current COTA SA Supporter. Resthaven is a South Australian aged care and community services provider.
• City of West TorrensminorGTM or Marketing PartnerCity of West Torrens is listed as a current COTA SA Supporter. As a local government authority, the partnership supports COTA SA's work within the West Torrens community.
• Copper Coast CouncilminorGTM or Marketing PartnerCopper Coast Council is listed as a current COTA SA Supporter. The partnership supports ageing well initiatives in the Copper Coast regional area.
• Port Augusta City CouncilminorGTM or Marketing PartnerPort Augusta City Council is listed as a current COTA SA Supporter, supporting COTA SA's regional advocacy and programs in the Port Augusta area.
• Town of WalkervilleminorGTM or Marketing PartnerTown of Walkerville is listed as a current COTA SA Supporter, supporting COTA SA's local community engagement.
• COTA InsuranceminorGTM or Marketing PartnerCOTA Insurance is listed as a current COTA SA Supporter. COTA Insurance provides insurance products tailored for older Australians.
• Hender ConsultingminorGTM or Marketing PartnerHender Consulting is listed as a current COTA SA Supporter. General Manager Andrew Reed has publicly endorsed COTA SA's work as an important initiative.
• Helping Hand Aged CareminorGTM or Marketing PartnerHelping Hand Aged Care is listed as a current COTA SA Supporter. Helping Hand provides aged care services including residential care and home care in South Australia.
• Life CareminorGTM or Marketing PartnerLife Care is listed as a current COTA SA Supporter. Life Care provides aged care and wellness services in South Australia.
• St Basil's Homes (SA)minorGTM or Marketing PartnerSt Basil's Homes (SA) is listed as a current COTA SA Supporter, supporting COTA SA's mission for older South Australians.
• Kalyra CommunitiesminorGTM or Marketing PartnerKalyra Communities is listed as a current COTA SA Supporter. Kalyra provides retirement living and aged care services in South Australia.
• Gawler Community Retirement HomesminorGTM or Marketing PartnerGawler Community Retirement Homes is listed as a current COTA SA Supporter, supporting ageing well in the Gawler region.
• Catapult WealthminorGTM or Marketing PartnerCatapult Wealth is listed as a current COTA SA Supporter, providing financial planning services and supporting COTA SA's work.
• Centennial ParkminorGTM or Marketing PartnerCentennial Park is listed as a current COTA SA Supporter. Centennial Park provides memorial and cemetery services in South Australia.
• South Australian Government's Office for Ageing WellcoreStrategic or Co-development PartnerCOTA SA partnered with the South Australian Government's Office for Ageing Well to develop the Rainbow Rights Toolkit, building awareness of state initiatives that safeguard the rights of older people aligned with the Future Directions to Safeguard the Rights of Older South Australians 2023-2027. The Office for Ageing Well also supports the Rainbow Rights in Conversation podcast series and the Rainbow Rights Forum.
• WEA Adult Learning and Skills SAminorStrategic or Co-development PartnerCOTA SA partners with WEA Adult Learning and Skills SA to provide members with funded additional learning opportunities through WEA's short courses program, supporting ongoing learning for older South Australians.
• Fleurieu Neighbourhood NetworkminorStrategic or Co-development PartnerFleurieu Neighbourhood Network partnered with COTA SA during 2025 Listening Posts on the Fleurieu Peninsula, helping to reach older people in the region and contributing to the Ageing in Country SA report.
• Care in Motion Community Care and Transport IncminorStrategic or Co-development PartnerCare in Motion Community Care and Transport Inc partnered with COTA SA during 2025 Listening Posts on the Yorke Peninsula, helping COTA SA reach older people in regional communities.
• Australian Youth Climate Coalition (AYCC)minorStrategic or Co-development PartnerCOTA SA collaborated with the AYCC to host the 'Generations Together for our Climate' webinar, featuring Dr John Hewson AM. The collaboration signifies an intergenerational approach to tackling climate change and was part of COTA SA's climate change initiative.
• Dementia AustraliaminorStrategic or Co-development PartnerCOTA SA has engaged with Dementia Australia in discussions about living with dementia and caring for people with the condition. Both organizations share an interest in improving outcomes for people living with dementia in South Australia and advancing the National Dementia Action Plan.
• Carers SAminorStrategic or Co-development PartnerCOTA SA has engaged with Carers SA in discussions about dementia, recognizing that caring for people with dementia is a significant issue for carers as well as those diagnosed. Both organizations advocate for improved support systems.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• National Seniors Australia: National advocacy and member organization representing older Australians across all states and territories. Shares COTA SA's constituent advocacy mission but operates at a national scale, providing direct competition for federal-level policy influence and donor funding.
• COTA Western Australia: WA peak body for older Australians providing advocacy and direct services. Comparable hybrid model — state-focused peak body with program delivery, policy engagement, and corporate supporter partnerships analogous to COTA SA.
• Aged Rights Advocacy Service: South Australian advocacy organization focused on the rights of older people receiving aged care services. Highly comparable in mission (advocacy + rights) and constituency, with overlapping but distinct scope from COTA SA.
• COTA Victoria (Council on the Ageing Victoria): State-level peak body for older Victorians providing advocacy, programs, and information services. Operates the same hybrid model of policy advocacy plus direct program delivery (fitness, navigation, social connection) as COTA SA, making it the closest jurisdictional analogue.
• COTA NSW (Council on the Ageing NSW): NSW peak body for older Australians offering advocacy, policy engagement, and community programs. Mirrors COTA SA's organizational structure and stakeholder mix (government, corporate supporters, individual members).
• Council on the Ageing Australia (COTA Australia Federation): Federated national peak body uniting state and territory COTAs. COTA SA is one of its member organizations; the federation provides shared policy platform, advocacy infrastructure, and national representation that COTA SA draws on.
• COTA Queensland: Queensland state peak body for older people delivering advocacy, information, and community programs. Closely comparable to COTA SA in scope (advocacy + program delivery) and governance model (independent member-driven NFP).

Broad incumbents

• ECH (Enabling Communities at Home): Major South Australian aged care and home support provider. Also a COTA SA Supporter; provides a broader service-delivery platform in the same SA market that complements COTA SA's advocacy and navigation mandate.
• ACH Group: Large South Australian aged care provider offering residential care, home care, and retirement living. While COTA SA focuses on advocacy and navigation rather than service provision, ACH is one of COTA SA's listed corporate supporters and operates across overlapping beneficiary segments in the same geography.

Emerging players

• Dementia Australia: National peak body for people living with dementia, their families and carers. COTA SA engages with Dementia Australia on dementia advocacy issues affecting its 50+ constituency; intersects on the dementia-affected subset of older South Australians.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCotasa
• LinkedInlinkedin.com/company/cotasa

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about COTA SA