Affinity Living Group operates assisted living facilities in target markets throughout the United States. ALG is comprised of an executive and senior management group directly responsible for all major functional areas. The senior management group functions in a team-oriented approach to design the appropriate mix of resources and support services for each ALG client. Combined, these professionals possess more than a century of experience in the successful management of long term care communities.

Major Management Functions

  • Accounting
  • Human Resources
  • Management Information Systems
  • Regulatory Compliance
  • Marketing
  • Resident Care Services
  • Quality Assurance & Assessment
  • Ancillary Services Management
  • Memory Care Services

Leadership Team

Charles E. Trefzger, Jr., President & CEOCharles E. Trefzger, Jr.
President & CEO

Charles E. Trefzger, Jr. is the founder, President and CEO of Affinity Living Group. Headquartered in Hickory, North Carolina, ALG provides assisted living and memory care services to residents throughout the southeast.

ALG's genesis is rooted in Trefzger’s entrance in Long Term Care in 1986. Over the following decades, spanning a wide spectrum of hands-on experiences, he has developed a keen understanding of the daily needs and challenges of the senior community. This is the impetus for his vision of providing value-driven, cost-conscious senior housing services to those needing assistance with the most fundamental tasks of daily living. This has remained his singular goal and foremost consideration for more than thirty years.

Trefzger has served for twenty years on the Executive Board of the North Carolina Senior Living Association and serves on the National Board of Directors of Argentum, senior housing’s national trade organization.

Trefzger holds a Bachelor of Science in Business Administration degree from Virginia Commonwealth University and a Juris Doctor degree from Wake Forest University. A licensed North Carolina attorney, he also serves as Chairman of the Board of Visitors for the Wake Forest University School of Law and helped create the Wake Forest School of Law Center for Health Law and Policy.

An avid student of American history, Trefzger is also a Trustee of The American Battlefield Trust.

Married with three children, he resides in Hickory, North Carolina.

Rick Grimes, Executive Vice PresidentRick Grimes
Executive Vice President

Rick is responsible for ALG's strategic initiatives, including leadership and organizational development. He works with the CEO and the Management Team to ensure operational effectiveness and efficient use of resources.

Rick earned his Bachelor's and Master's degrees at Texas A&M University and the University of Illinois, respectively. During his professional career, Rick has guided organizations in the healthcare sector to align mission with operational effectiveness. He has served in many leadership positions throughout his career, including a stint as a captain in the U.S. Army.

Most recently, Rick served as the President and Chief Executive Officer of Argentum (previously the Assisted Living Federation of America) - the national trade association serving the business of senior living whose members are owners and operators of senior living companies and communities throughout the United States. (Affinity Living Group is a Premier Member.)

Neal Lail

Chief Operating Officer

Lail, who joined the company as VP of Sales and Marketing in 2016, has been responsible for the company’s market growth, delivering results which led to his promotion as Chief Marketing Officer in 2018. As CMO, he oversaw all aspects of Marketing operations, Sales operations, Call Center operations, Public Relations and Communications, Customer Service and Retention, and ALG’s Managed Care-Innovative Pay Systems. Since joining the ALG, Lail has not only achieved success in revenue generation, he has acted as counsellor on business-related and operational issues.

Lail has a 30-year history in the senior care industry, holding senior positions in Senior Housing, Hospice/Palliative Care, Acute Care, Post-Acute Care, and Medicare Advantage Plan Payer industries where he was responsible for leading teams to help drive growth.

Neal’s focus is to help tighten and streamline the company’s operations throughout all of our 140 communities in order to help support this expansion as well as decrease move-outs and improve customer satisfaction with an aim toward increasing length of stay.

Dr. Kevin O'Neil, Chief Medical OfficerKevin O'Neil, MD, FACP, CMD
Chief Medical Officer

Dr. Kevin O'Neil joined Affinity Living Group as Chief Medical Officer (CMO) in 2018. His responsibilities as CMO encompass areas of resident health and welfare, staff training, and public education. He is responsible for oversight of all resident care through community partnership and training.

Dr. O'Neil holds certifications in Internal Medicine and Geriatric Medicine from the American Board of Internal Medicine. He is a Fellow of the American College of Physicians and a member of the American Geriatrics Society. He was awarded his Certified Medical Director (CMD) from the American Medical Directors Association, and also serves on the Board of Directors of AMDA's Society for Post-Acute and Long-Term Care Medicine.

Hailed as a leader in the area of geriatric medicine and health, Dr. O'Neil also serves on the Board of Directors of the Senior Friendship Centers of Southwest Florida and First Step in Sarasota, Florida. Since joining ALG, Dr. O'Neil has visited many of its assisted living and memory care communities to offer training to staff and families.

Bryan Starnes

Chief Financial Officer

Bryan oversees ALG’s day-to-day accounting and treasury functions as well as financial and tax planning, capital and budgeting processes, trend analysis and forecasting, and strategic planning.

Bryan has nearly 30 years of accounting and healthcare experience. Previously, Bryan was a founding partner of the national accounting firm Martin, Starnes and Associates CPAs, P.A.

Bryan is an accomplished speaker and has spoken on numerous occasions for the Government Finance Officers Association, NC Association of CPAs, Association of Government Accountants, the University of North Carolina at Chapel Hill, and UNC Charlotte. He is a guest lecturer at the Institute of Government in Chapel Hill.

Bjorn Kronquist, Chief Technology OfficerBjorn Kronquist
Chief Technology Officer

Bjorn is responsible for all aspects of information technology for Affinity Living Group, including purchasing and development of computer systems, software, and communication infrastructure. He also directs the strategic development and upgrade of ALG's IT systems, with an eye to the future of IT and the health care industry.

Bjorn joined the organization in 2007 as a project manager for renovation and construction. A year later, he moved into the role of Information Technology Director. In 2011, Bjorn was named Chief Technology Officer.

A native of Sweden, Bjorn holds an Electro-Technical Degree. He is also an FAA licensed Flight Instructor and commercial pilot. He lives in Charleston, SC.

Mary Raddant, Vice President – Human ResourcesMary Raddant

Chief Human Resources Officer

Raddant, an innovative and strategic human resources leader with a track record of promoting and delivering data-driven programs, joins ALG after serving as the Senior Director of Human Resources for David’s Bridal, Inc. Raddant earned her Bachelor’s in English from the University of Massachusetts. She continued her education with graduate-level coursework at Harvard University with a focus in Organizational Behavior and Strategic HR Management, and ultimately received her Master’s in Global Human Resource Development from The University of Illinois. Raddant’s professional career includes HR Management roles with Target, Toys “R” Us, Lowe’s, The Fresh Market and, most recently, David’s Bridal, Inc.

When she isn’t charged with leading HR initiatives in the office, Raddant enjoys traveling with her husband and her twin boys.

Denis Rainey, Vice President – Government Relations and Community AffairsDenis Rainey

Vice President Government Relations and Community Affairs

Denis advocates on behalf of ALG and their residents at the state and local level. This includes working with government and regulatory agencies who share an interest in senior living and outreach to cities, towns and municipalities where ALG has properties.

A nine-year veteran of ALG and its predecessor companies, Denis moved through the ranks as Executive Director, Regional Director of Operations, Senior Regional Director, Vice President – Operations, and finally Executive Vice President. Denis has directed every portion of the Operations division, from building acquisitions to crisis communications, disaster management, multi-unit operations, recruiting and retention of community leadership, and more.

Headquartered at the ALG Home Office in Hickory, NC, Denis is an accomplished presenter and has spoken at many regional and national conferences.

Sandra Korzeniewski, Vice President - Quality Assurance & Regulatory ComplianceSandra Korzeniewski
Senior Vice President of New Development and Acquisition Operations

“Sandra K,” as she is known throughout the company, develops the operations for both acquisitions and newly-built communities from construction to opening, and provides operational, financial, regulatory, and quality assurance expertise in senior housing for multiple states.

Sandra’s career includes 33 years of experience in the development, operation, and management of senior housing and healthcare facilities, including nursing homes, senior living, immediate care facilities and residential options for persons with intellectual disabilities. She has spent 17 years as a Regional Director of Operations, Licensed Administrator, Preceptor, and American Red Cross Instructor. She is a Certified Director of Assisted Living (CDAL) recognized by the Senior Living Certification Commission (SLCC).

Sandra is active with the National Association for Health Care Assistants and the Alzheimer’s Association.

Shana Bonner
Vice President of Finance

Shana is responsible for all aspects of financial planning for Affinity Living Group. She oversees the accounting staff as well as the team of analysts and programmers who evaluate and refine ALG's business processes.

Shana has 14 years of progressive health care experience, and an extensive background in healthcare finance. Shana started as a Nurse's Aide, going on to obtain an Business degree from Appalachian State University and a Master's in Strategic Leadership from Mountain State University. She has worked in healthcare finance for multi-site specialty physician groups, hospital systems, and most recently senior housing. Her passion is supporting business models that provide access to quality, affordable healthcare options.