Madeline Forman shares her remarkable journey from concierge to Director of Sales, unpacking how her background in operations fuels a collaborative, people-first approach to senior living move-ins. She and Matt explore the vital connection between sales and operations, the importance of empowering frontline staff, and why true community culture starts before the resident ever arrives.

Guest Bio

Madeline Forman is the Director of Sales at Peregrine Senior Living at Guilderland. With a career that began as a concierge and grew through roles in operations and business management, Madeline brings a deeply integrated, human-centered approach to senior living sales. Her leadership emphasizes cross-functional teamwork and authentic engagement to drive smooth, compassionate move-ins.

Timestamps:

• 02:00 – Madeline’s journey into senior living: from restaurant work to director roles

• 04:50 – Why understanding every role in the building matters in sales

• 06:00 – What a “team sport” sales process really looks like in practice

• 08:20 – The role of executive directors in setting the tone

• 10:00 – Aligning schedules and respecting staff time for smoother screenings

• 11:45 – The art of involving maintenance, dining, and caregivers in every tour

• 14:00 – Internal communication strategies that make move-ins feel seamless

• 16:15 – Real-world example: what a smooth rehab-to-assisted-living transition looks like

• 20:00 – Advice for sales directors on building trust with operations

Insurance isn’t usually considered entertaining, but this episode might just change your mind. Jason Moody, VP at Centurion Insurance and a 27-year Marine Corps veteran, brings clarity, energy, and straight talk to a subject senior living operators often avoid.

He unpacks the biggest hidden risks providers face, from sublimits and risk retention groups to EPLI and tail coverage, and shares how to approach insurance as a proactive leadership strategy, not just a yearly headache.

With real-world stories (yes, including a dog bite claim), actionable tips, and a leadership lens honed by decades in the military, Jason gives listeners the confidence to ask better questions and protect their communities more effectively.

Guest Bio:

Jason Moody is the Vice President at Centurion Insurance and a 27-year veteran of the United States Marine Corps. With over two decades of experience in the insurance industry and a deep focus on senior living, Jason is known for his energetic, people-first approach to solving real problems for real providers. He specializes in guiding operators through complex risk management decisions — without the jargon — and helping them build safer, more sustainable communities

Timestamps:

26:45 – Wrapping Up with Gratitude and Takeaways.

In this heartfelt and insight-rich conversation, Haylee Ergenekan, Director of Sales & Marketing at MorningStar Senior Living, shares how her background in luxury hospitality shaped a new, deeply human approach to senior living marketing.

From calling prospects by name to hosting networking events like boutique dinner parties, Haylee focuses on creating spaces that feel like home — not just selling units. She discusses the power of emotional details, the importance of authentic outreach, and why “belonging” is the real product we should all be selling.

Whether you're in senior living, hospitality, or marketing, this episode will leave you thinking differently about the work you do.

Guest Bio

Haylee Ergenekan is the Director of Sales and Marketing at MorningStar Senior Living in Hillsboro, Oregon. With a background in luxury hospitality, she brings a unique, heart-first approach to senior living—where every detail is a chance to create belonging. From personalized tours to impactful events, Haylee leads with empathy, story, and an unshakable belief in the dignity of aging.

Timestamps:

01:03 – Meet Haylee Ergenekan, Director of Sales & Marketing at MorningStar Senior Living
02:24 – The MorningStar story and its presence across 11 states
03:15 – Haylee’s journey from luxury hospitality to senior living
05:07 – How five-star hospitality shapes her approach to marketing
06:56 – The power of emotional details: names, memories, and connection
09:39 – Balancing numbers with heart: marketing through moments
12:13 – Moving stories: helping seniors say goodbye to home with dignity
14:46 – Events that resonate: making outreach feel like a privilege
17:00 – “Setting the Table for Success” and the art of intentional networking
20:29 – Cultivating a hospitality culture beyond the sales team
23:58 – Leading by example: modeling genuine care for residents and staff
26:31 – The next chapter: authenticity and belonging as the future of senior living marketing

Summary

What happens when a Grammy-nominated drummer turns his passion for music into a powerful tool for dementia care? Jesse Tillman Pitts joins the show to share how his background in music, his philosophy of immersion, and a deep commitment to leadership are transforming life enrichment in senior living. From redefining engagement to launching global research partnerships, Jesse’s work is grounded in purpose and connection—and he's just getting started.

Guest Bio

Jesse Tillman Pitts is the Regional Director at Angel Senior Living, founder of Aravine Consulting, and author of Living With Purpose: The Tillman Framework for Activities in Senior Living. A two-time Latin Grammy-nominated drummer and producer, Jesse bridges the gap between art and care, using music and immersive engagement strategies to elevate life enrichment for residents—particularly those with dementia. He’s also leading collaborative research on the effects of music in memory care across universities and practitioners globally.

Timestamps:
[01:00] Intro by Matt Reiners
[02:06] Jesse’s winding path from music to senior living
[05:11] How being a husband, musician, and businessman shapes Jesse’s leadership
[10:38] When music became more than background noise—it became a care tool
[12:50] The collaborative research effort on music and dementia care
[17:30] Why this work needs scientific backing, not just feel-good stories
[20:17] Real-world examples of music calming and connecting residents
[25:05] Rethinking what meaningful engagement really means
[30:30] Jesse’s book, and how communities can begin transforming enrichment programs
[34:13] A call for collaboration: Jesse’s research needs operators and communities

Overview:
In this episode, Matt sits down with Andy Bailey, CMO of Be My Eyes, to explore how accessibility tech is reshaping daily life for blind and low-vision individuals. From a humble idea sparked by a furniture maker in Denmark to a global platform combining AI and human kindness, Be My Eyes is a masterclass in purpose-driven innovation. Andy shares how they balance automation with real connection, support aging populations, and create scalable impact in senior living and beyond.

Guest Bio

Andy Bailey is the Chief Marketing Officer at Be My Eyes, a platform that connects blind and low-vision individuals with sighted volunteers and AI support to navigate daily life. With a background in purpose-driven tech and a passion for accessibility, Andy leads efforts to scale human-centered innovation across the globe.

01:00 – Introduction and welcome
02:01 – Meet Andy Bailey, CMO at Be My Eyes
02:55 – Andy’s career journey and pursuit of purpose-driven work
05:03 – The origin story of Be My Eyes: from a Danish furniture maker to a global platform
08:52 – How AI is enhancing—not replacing—human support
09:53 – Balancing human connection and artificial intelligence
12:35 – Loneliness, human connection, and surprising volunteer demand
13:54 – Reaching older adults: Designing tech with accessibility first
16:45 – Real-world use cases: From soup cans to supermarket aisles
19:19 – Opportunities in senior living: efficiency, dignity, and connection
22:43 – What’s next: smart glasses and deeper integration into aging services
24:53 – How to learn more and get involved with Be My Eyes

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Website: https://www.bemyeyes.com/

Director of Living Revolution, Brandi Beckley, joins Matt to demystify FF&E (furniture, fixtures, and equipment) for senior living communities. They break down the common design and purchasing mistakes, why cheap furniture costs more in the long run, and how thoughtful choices impact resident and staff experiences. Brandi shares practical insights on creating cohesive, functional spaces that elevate community image and operational ease.

Guest Bio

Brandi Beckley is the Director at Living Revolution, a Chicago-based firm specializing in FF&E solutions for senior living communities. With a background in event management and nonprofit advocacy at LeadingAge Illinois, Brandi brings a unique blend of strategy and empathy to designing functional, beautiful environments that reflect a community’s mission and values.

Timestamps:

• 01:01 – Brandi’s path from international business to senior living

• 02:51 – Why FF&E is more than just furniture shopping

• 04:30 – New builds vs. refreshes: What’s trending in senior living design

• 05:20 – The top 3 mistakes communities make when refreshing spaces

• 09:58 – A real-world refresh gone wrong—and how to fix it

• 12:41 – Which products don’t hold up in senior living environments

• 14:35 – Rethinking artwork: function, emotion, and wayfinding

• 15:38 – The right first step for a successful refresh

• 16:48 – Brandi’s own furniture hacks (and what she doesn’t buy for her house)

Overview:

In this heartfelt and inspiring episode, Matt Reiners speaks with Sasha Dawn, founder and CEO of Utopia Experiences — the company behind Spintopia, a live, customizable game show platform designed to combat isolation and spark connection in senior living communities.

Sasha shares the deeply personal story that inspired her to create Utopia, and how a powerful interaction with a single activities director during the COVID-19 crisis changed her perspective on care and connection. From hilarious cat names to cross-country game show competitions, this conversation blends emotion, innovation, and joy — showing how intentional play can radically improve quality of life for older adults.

Guest Bio:

Sasha Dawn is the founder and CEO of Utopia Experiences, the creator of Spintopia — a customizable, senior-focused game show platform designed to combat isolation and spark joy in aging communities. Her journey from personal crisis to purposeful innovation has made her a passionate advocate for meaningful engagement in senior care. With a background in entertainment and a drive to create human connection, Sasha leads her team with what she calls “insightful passion and intuition.”

Timestamps:

• 01:00 — Meet Sasha Dawn: Game show host, CEO, and joy-giver

• 03:00 — A father's stroke and the phone call that changed everything

• 06:30 — The birth of Utopia Experiences: From grief to innovation

• 08:30 — What is Spintopia? A game show built for senior living

• 10:00 — A cat named McSneezy McSnotfly... and the magic of memory

• 13:15 — Lessons in leadership, learning, and the $4 yellow blazer

• 16:30 — Measuring impact: 75% increase in resident participation

• 19:30 — Cross-community competition and virtual family moments

• 22:00 — How engagement tech can reshape elder care

• 25:00 — A 109-year-old’s birthday game show and what’s next for Utopia

Rebecca Adelman, a trailblazer at the crossroads of law, leadership, and legacy, joins Matt Reiners for an in-depth conversation about the human side of risk management in senior living. Drawing on 30+ years in litigation and personal caregiving experiences, Rebecca shares how misaligned expectations—not just adverse events—often drive litigation. She introduces Guide Path, her certification program redefining how communities engage with families, reduce risk, and enhance care.

If you’re a senior living leader navigating complex challenges, this episode delivers a new lens—and a roadmap.

Rebecca Adelman, Esq. is a nationally recognized attorney, risk strategist, and founder of the Adelman Firm and Guide Path, a certification program focused on expectation alignment in senior living. With over 30 years in healthcare litigation, she’s also a caregiver, educator, and passionate advocate for intergenerational care. Her philosophy of “Work-Life-Being” shapes her mission to drive human-centered change across the care ecosystem.

Timestamps:
01:00 — Introduction to Rebecca Adelman: attorney, risk strategist, and founder of Guide Path
03:41 — Rebecca’s entry into senior living through healthcare litigation
06:52 — The personal turning point: caregiving for her father
09:50 — What drives lawsuits in senior living (it’s not what you think)
12:56 — Designing Guide Path: expectations management as risk mitigation
14:27 — What proactive alignment looks like in practice
18:28 — Resident and Family Insights Survey: where risk really lives
21:41 — How unmet expectations fuel litigation
23:27 — What sets Guide Path apart from other certifications
27:40 — Rebecca’s life philosophy: Work-Life-Being
33:33 — Real-world impact: from personal relationships to global reach
38:23 — Aligning training with compliance and federal regs
41:29 — Rebecca’s lens on leadership in male-dominated spaces

Links:

• Adelman Law Firm
• Guide Path
• Parasol Alliance

Phil Gorski shares his deeply personal journey from a life-altering diagnosis and liver transplant to founding a company that’s transforming how families experience senior living options. Through immersive virtual tours, Phil helps communities build trust, reduce stress, and improve transparency during one of life’s most emotional decisions.

Phil Gorski is the CEO and President of Ova-Nee Productions, the company behind Senior Living 360 Tours. After a successful career in enterprise tech and a life-changing liver transplant, Phil shifted gears to focus on creating digital experiences that bring clarity, comfort, and transparency to the senior living search process. His mission is rooted in empathy and powered by tech.

Timestamps:

• [02:00] Phil’s backstory: IBM, illness, and an unexpected pivot

• [05:00] How a liver transplant reshaped his values around trust and empathy

• [08:00] Discovering 3D scanning and founding OVNI Productions

• [10:00] The moment a friend’s comment sparked the senior living 360 idea

• [13:00] What families really want when researching senior living

• [16:00] The emotional weight of decisions and why websites fall short

• [19:00] Why virtual tours are more than just tech—they're digital storytelling

• [22:00] How virtual tours reduce stress and align family members

In this episode, Matt Reiners is joined by Dr. Malinda Shultice, Founder and CEO of MS Healthcare Consulting and an educator at Iowa State University, to explore how curiosity can be a transformative tool in senior living leadership. From her unexpected entry into the field to the creation of her own company, Dr. Shultice shares actionable advice on how leaders can reduce burnout, foster empowerment, and reignite passion for their work through simple, curiosity-driven practices.

With over a decade of experience in senior living, Malinda now helps current and future leaders reignite curiosity and build healthier, more empowered teams. She is also a faculty member at a business school in Spain, where she teaches leadership and entrepreneurship.

Timestamps :

• 2:00 – How a part-time job led Malinda to a decade-long career in senior living

• 4:00 – The pivotal moment that shifted her career goals

• 6:30 – Teaching and consulting: a new way to support the next generation of leaders

• 8:00 – Defining “leadership curiosity” in a fast-paced, regulated environment

• 11:00 – Why curiosity and creativity fade—and how to bring them back

• 13:30 – A simple 5-minute exercise to reconnect and listen better

• 17:30 – Empowering vs. solving: the leadership shift that reduces burnout

• 21:00 – Soft skills, hard impact: balancing curiosity with accountability

• 25:00 – What’s next: embedding curiosity into leadership development

• 28:00 – Final thoughts and takeaways from Dr. Shultice