Leisure Care Evolves To Serve Baby Boomers

February 22, 2023

SEATTLE, WA—After examining the needs, wants and desires of aging adults, Leisure Care, one of the nation’s largest and most innovative senior living management companies, is evolving to reflect the baby boomer generation it now serves.

For nearly half a century, Leisure Care has been a model for senior living, evolving as older adults have evolved. In keeping with a reputation for excellent hospitality, the Leisure Care difference is about personalized care, meeting their residents where they are in the moment. And to reflect the evolution, Leisure Care has rolled out a new website and new branding.

“Leisure Care has always seen things differently—staying abreast of the needs and wants of each generation, respecting seniors as adults and consistently offering hospitality-driven care,” said chairman and CEO, Dan Madsen. “Today we serve a generation that is redefining what aging means. They have inspired programming that embraces healthy and meaningful living. They are our north star.”

To best understand their changing resident demographic, the company sought feedback from stakeholders, residents and employees. The inquiry validated that baby boomers are different from their parents. The largest generation in history is entering retirement, and they want to do it their own way. They are not interested in a permanent vacation; instead, they want the most fulfilling, rewarding and productive opportunities possible during retirement.

Based on these findings, Leisure Care’s new brand emphasizes joy, purpose and passion for aging baby boomers, noting on its new website: “Rather than sitting in a rocking chair, they want to keep rocking—and we’re helping them do just that.”

Programming Built on the Essentials of Well-Being

The Leisure Care experience is based on scientific research that consistently identifies these five essentials to beyond-the-body wellness for healthy aging:

  • Physical: An individualized approach to strength, mobility and balance, partnered with focused nutrition and therapies.
  • Mental: A mentally supportive and stimulating lifestyle with personalized programs to keep each resident sharp and focused.
  • Emotional: Opportunities to create art and experience culture.
  • Social: Dynamic activity calendars, resident-run clubs and travel experiences.
  • Communal: Opportunities to make meaningful contributions to their local community.

These essentials serve as the foundation for Leisure Care’s three signature programs: PrimeFit Wellness, Opal Memory Care and Travel by Leisure Care.

PrimeFit Wellness brings the five essentials home, championing proactive health and well-being through dining, movement and activities.

Opal Memory Care celebrates each resident as an individual with research-backed and science-driven care. Caregivers are trained for a range of dementia behaviors, ensuring a proactive and in-the-moment approach.

Travel by Leisure Care, available to every resident in every Leisure Care community, weaves adventure and exploration into the next chapter with customized travel experiences that include group destinations, personal and staycations.

An Industry of Constant Change

“Change is a constant in this industry,” said Bre Grubbs, partner and executive vice president of revenue strategies. “Every generation is different, and each individual resident deserves personalized attention. The trick is to stay nimble, while growing in a way that allows us to offer the best possible person-centered service at each of our communities.”

Leisure Care has been evolving along with their resident population. Over the past five years, the company has grown by more than 50%, adding 27 communities, 3,900 residents and 2,000 employees. And there’s more growth coming: The industry leader expects to add an additional 12 communities that will serve 1,700 new residents and hire 800 team members. Yet, as the company grows, its resident demographic continues to diversify, mirroring changes in the aging population. As the company researched and analyzed the trends, it became clear that today’s residents have a different perspective on retirement than the generation preceding them.

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