2 minutes Read

Transforming Age Announces Key Leadership Transition

BELLEVUE, Wash. – February 9, 2022 – Today Transforming Age announced that Jay Woolford will transition into the fulltime role of VP of Real Estate Development, a move designed to further Transforming Age’s platform in the affordable and mid-market sector. 

Woolford will step down from his current position as CEO and Executive Director of Sustainable Housing for Ageless Generations (SHAG) to focus on Transforming Age’s push to develop innovative solutions to serve the vast cohort of aging baby boomers needing sustainable and affordable housing solutions.  Last year, Transforming Age and SHAG affiliated to leverage their combined resources and expand further into middle-market senior housing, among other strategic objectives.

The highly-praised affiliation between SHAG and Transforming Age has paved the way for a dedicated Transforming Age affordable housing group to emerge, combining DASH, the Community Living Foundation (CLF), and SHAG to become one of the nation’s leading affordable housing providers under the name CIRC. This new organization will provide affordable housing, management services to other affordable providers as well as services in those communities following the successful integrated housing and services approach pioneered by SHAG. This group will be headed up by Kim Loveall Price, Vice President of Community Development at Transforming Age and a strong team consisting of the legacy teams of DASH, CLF and SHAG.

In his new real estate development role, Woolford’s vision includes developing more mid-market housing options for the aging baby boomers that do not qualify for subsidized housing nor can afford private-pay senior living options.  “We want to be able to begin to look at ways that we can really focus on taking models that we’ve developed and be able to deploy them into that sector of the market with the greatest need,” Woolford said.

As CEO of SHAG for the past 10 years, Woolford was instrumental in supporting the organization’s growth of both, housing and services supported by Neighborhood Networks of community partners that provide vital resources, support and structure to residents. “Jays experience and commitment to serving the affordable and middle- income markets will be instrumental in our success to transforming the perception of age and our deepened commitment to serve older adults across the economic spectrum in an integrated, personalized and holistic way,” says Torsten Hirche, President and CEO of Transforming Age.


Transforming Age is a nationally recognized leader in nonprofit senior living and care dedicated to creating unlimited possibilities to enhance the lives of older adults by integrating housing, community services, technology, philanthropy and partnerships. The organization provides housing and services to over 14,000 people nationally including affordable and workforce housing, independent living, assisted living & memory care and continuing care retirement communities. Its HCBS affiliates provide social and community services including home care, adult day health and social & health care coordination to thousands of older adults. Transforming Age affiliated foundations provide philanthropic programs aimed at supporting those in need of financial assistance, the creation or enhancement of programs and services. Transforming Age also provides business service solutions to industry partners including management, development, and consulting services. The organization’s technology initiatives aim to improve the lives of older adults and those who serve them at scale.