Thrive Senior Living Expands Southeast Footprint with Chattanooga Acquisition

CHATTANOOGA, TN – November 18, 2025 – Thrive Senior Living has expanded its portfolio with the acquisition of Rockbridge Oaks Senior Living, a 62-suite assisted living and memory care community located in the East Brainerd area of Chattanooga, Tennessee. This move signals a strategic investment in the Southeast market, aligning with regional demographic trends and a growing demand for specialized senior care.

A Growing Market for Senior Care

The addition of Rockbridge Oaks comes as the senior living market experiences significant growth, driven by the aging Baby Boomer generation and increasing life expectancies. Nationally, the 75+ population is projected to see substantial growth, fueling demand for assisted living and memory care facilities. This trend is particularly pronounced in the Southeast, where states like Tennessee are experiencing a faster-than-average growth in their senior populations. “We’re seeing a clear demographic shift towards an older population, particularly in areas like Chattanooga,” explained one local healthcare administrator. “This creates both opportunities and challenges for providers looking to meet the growing need for specialized care.”

Thrive Senior Living, recognized for six consecutive years as a ‘Great Place to Work,’ has positioned itself as a key player in this evolving market. The company’s expansion into Chattanooga represents a deliberate move to capitalize on the region's favorable demographics and address the increasing demand for high-quality senior care services. Thrive’s portfolio already includes communities in Florida, Georgia, Texas, and New Jersey, demonstrating a commitment to serving diverse markets across the Sun Belt and beyond.

Rockbridge Oaks and the Chattanooga Landscape

Rockbridge Oaks Senior Living offers a range of amenities and services designed to enhance the quality of life for its residents. These include restaurant-style dining, a theatre, a library, an art studio, a landscaped courtyard, a dog park, a hair/nail salon, massage services, hydration offerings, and on-site therapy. The community provides 24-hour staffing, assisted living, memory care, and physical, occupational, and speech therapy.

However, Rockbridge Oaks enters a competitive landscape in Chattanooga. Numerous other assisted living and memory care facilities already serve the area, including StoryPoint Chattanooga, Brookdale Hixson, and American House Shallowford. Thrive’s challenge will be to differentiate Rockbridge Oaks through its commitment to resident care, employee engagement, and innovative programming. “The market is definitely crowded,” noted a local senior care advisor. “Success will depend on providing a truly exceptional experience that sets a facility apart.”

Beyond Bricks and Mortar: A People-First Approach

Thrive Senior Living distinguishes itself through its emphasis on a “people-first” culture. The company's repeated recognition as a ‘Great Place to Work’ underscores its commitment to creating a supportive and enriching environment for both residents and staff. This approach extends beyond simply providing comfortable accommodations and essential care services. Thrive invests in comprehensive employee training programs, resident engagement initiatives, and community partnerships.

The focus on employee well-being is seen as critical to delivering high-quality care. “Happy employees provide better care,” one industry analyst explained. “It’s a simple but often overlooked principle.” Thrive’s commitment to creating a positive work environment is reflected in its low employee turnover rates and high levels of job satisfaction. “They really prioritize taking care of their team,” said a former Thrive employee. “That translates directly into better care for the residents.”

Furthermore, Thrive's expansion into Chattanooga comes at a time when the demand for memory care services is rapidly increasing. The growing prevalence of Alzheimer’s disease and dementia is placing a strain on healthcare systems and families alike. Specialized memory care facilities like Rockbridge Oaks play a crucial role in providing a safe, supportive, and enriching environment for individuals with cognitive impairment. The local Hamilton County demographic data shows a significant increase in the 65+ population, rising by over 40% in recent years, indicating a substantial need for specialized memory care services.

Thrive’s investment in Rockbridge Oaks is not simply a business decision; it’s a commitment to addressing a critical community need and improving the quality of life for seniors and their families in the Chattanooga area. The company’s long-term success will depend on its ability to deliver on that promise and establish itself as a trusted provider of high-quality senior care services.