Affinity Living Group operates assisted living facilities in target markets throughout the United States, serving over 7,400 age qualified residents. 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

“Charlie” Trefzger is the founder, President, and Chief Executive Officer of Affinity Living Group. Headquartered in Hickory, NC, Affinity Living Group is the largest provider of senior living services in the southeastern United States (9th largest in the nation) serving over 12,000 residents in 150 senior living communities.

During more than 30 years in the healthcare industry, Charlie has managed the development, acquisition and operation of hundreds of senior living and healthcare facilities, including nursing homes, senior living residences, and their associated operations. He is an expert in the development, acquisition, financing, and leasing of healthcare facilities, developing equity capital, and preparing regulatory documents including Certificates of Need.

Charlie has been a founding partner of multiple healthcare companies, including ALG’s predecessor Meridian Senior Living. Prior to founding his own companies, Charlie was General Counsel for Smith Packett/Med-Com, LLC.

Charlie divides his time between Hickory, NC and Charleston, SC.

Rick Grimes, Executive Vice PresidentRick Grimes
Executive Vice President

Rick is responsible for Affinity'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 Affinity 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.)

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. He joined ALG’s predecessor company, Meridian Senior Living, in 2012. 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.

Neal Lail, Chief Marketing OfficerNeal Lail
Chief Marketing Officer

Neal directs ALG’s marketing activities throughout the US, including competitive market management, strategic partnership development, preferred provider alliances, outcome-based best practices, and performance gap initiatives.

Neal has a 30-year history of formulating innovative sales and marketing programs for the Senior Housing, Hospice/Palliative Care, Acute Care, Post-Acute Care, and Medicare Advantage Plan Payer industries. Neal joined the ALG team in 2016. Prior to coming to ALG, Neal was the Sales and Marketing Executive for one of the largest skilled nursing companies in America. Neal leads ALG's Marketing operations, Sales operations , Call Center operations, Public Relations and Communications, Customer Service and Retention, and our Managed Care-Innovative Pay Systems.

Neal’s staunch focus is on executing forward thinking initiatives, which create substantial market presence and profitable outcomes, through direct sales that increase census.

Dr. Kevin O'Neil, Chief Medical Officer

Kevin 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.

Bjorn Kronquist, Chief Technology OfficerBjorn Kronquist
Chief Technology Officer

Bjorn is responsible for all aspects of information technology for the 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.

Sandra Korzeniewski, Vice President - Quality Assurance & Regulatory Compliance

Sandra Korzeniewski
Senior Vice President – Quality Assurance & Regulatory Compliance

“Sandra K,” as she is known throughout the company, directs the programs of corporate compliance and provides operational, financial, regulatory, crisis management 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.

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

Vice President Government Relations and Community Affairs

Denis advocates on behalf of Affinity 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.