Provider News
Land lease operators capture lifestyle market as retirement villages shift to care
Provider News
Land lease operators capture lifestyle market as retirement villages shift to care
Provider NewsAged Care Reform
The Weekly Source · 3 min read · 21 hours ago
Original source
Summarised by Stellar
Key points5 points
- Retirement living is now equated with care due to successful ageing-in-place strategies, while land lease operators have claimed the lifestyle market.
- GemLife is investing $6 million in wellness initiatives and partnering with Amplar Health to provide personalised healthy ageing coaching.
- A trial of healthy ageing coaching across three Sunshine Coast communities filled within 48 hours, with 94% of participants reporting positive progress.
- 800 homeowners competed in the two-day GemLife Games, demonstrating the scale of community engagement in land lease communities.
- 20% of GemLife homeowners still work full-time or part-time, highlighting a younger, active demographic.
Summary
Retirement living has increasingly become associated with care services as residents age in place, while land lease operators have moved decisively into the lifestyle space. GemLife's marketing campaign and $6 million wellness investment, including a partnership with Amplar Health for healthy ageing coaching, exemplify this shift. A record 800 homeowners competed in the GemLife Games, reinforcing the operator's focus on what residents can do next rather than selling somewhere to grow old. The care versus lifestyle distinction is not absolute, but public perception now favours land lease for the downsizer-lifestyle proposition.