The newest episode of Varsity’s podcast, Roundtable Talk, featured a conversation with Scott Townsley, a senior living strategist and consultant with over 35 years of experience in the industry. As the founder of Third Age and Trilogy Consulting, Scott has advised countless organizations on navigating change, embracing innovation and preparing for the future of aging services.
Roundtable Talk host Derek Dunham and Scott explored the challenges facing senior living today, how the traditional governance model is failing and how senior living providers can rethink their approach to data and business models to remain relevant.
The following are some fresh perspectives from the conversation. Check out the full episode here.
WHAT ROLE DO STRATEGY, VISION, AND INNOVATION PLAY IN ORGANIZATIONAL SUCCESS
I think of those three—strategy, vision, and innovation—as a Venn diagram. When they meet in the middle, that’s where success happens. If you look at the organizations that have gotten themselves into trouble, it’s usually because one or more of those three is missing. Without vision and innovation, it’s really hard to have a viable strategy. And without strategy, it’s easy to just repeat the same thing that’s been done for 20, 30, 40 years.
WHERE DO NONPROFIT SENIOR LIVING ORGANIZATIONS TYPICALLY FALL SHORT AMONG THOSE THREE?
In reality, in many instances, all three are areas where organizations fall short. But often it’s two out of three. I find it really rewarding when a CEO tells me, “I’m not that good at vision,” because that honesty means it can be addressed. A lot of leaders come from CFO or COO backgrounds, so they’re not used to thinking in visionary terms. But recognizing that is the first step toward improvement.
WHY DO YOU THINK INNOVATION IS OFTEN LACKING IN THIS FIELD?
Innovation takes time and effort. It’s a process that needs infrastructure and commitment. But it’s also a word we’ve thrown around for the last decade. Just saying “we’re innovative” doesn’t make it so. Take the village-to-village model, it’s been successful in spreading, but the business model often doesn’t work without fundraising. One group we worked with offered a freemium version of it and scaled to 3,000 people in 18 months. Innovation doesn’t always mean inventing something new. Sometimes it just means rethinking the model.
YOU’VE BEEN CRITICAL OF OCCUPANCY AS A METRIC. WHY?
Occupancy can be a vanity metric. If it’s been declining incrementally for 15 years, just reporting it against last year or budget isn’t enough. What matters is looking back five or ten years to see the full picture. Actionable data would include age and frailty at move-in. If those are trending up, you’ll likely see more turnover, which affects everything from staffing to marketing. Yet organizations still struggle to pull that data—it’s as miserable in 2025 as it was in 1985.
WHY DO PEOPLE HATE NURSING HOMES—INCLUDING NURSING HOME ADMINISTRATORS THEMSELVES?
The public perception is very negative. Our research shows that between 55–65% of respondents have a negative feeling about nursing homes. Even nursing home administrators will say they’d rather be dead than end up in one. The reality is that most nursing home beds are semi-private—there’s nothing private about them. To spend the most vulnerable time of your life sharing a room with a stranger is inhuman and inhumane. Small house models like Green House solve for this, but they’re still too rare.
