Steven Larsen, J.D.
Alzheimer's Advocate & Speaker
FOUNDER · OPERATOR · ADVOCATE
Thirty years building senior communities.
One conviction that changes everything.
I’m Steven Larsen a senior-living operator and attorney who has spent three decades building communities across the Midwest. After losing my brother to Alzheimer’s in November 2025, I partnered with Apollo Health to bring the science of cognitive recovery to families who deserve more than a diagnosis.
I speak to audiences who believe Alzheimer’s is an ending to show them it doesn’t have to be.
30+
Years in Senior Living
1 of 2
U.S. ReCODE+ Centers
3
Communities Founded
J.D.
Real Estate Attorney
“Alzheimer's is no longer a one-way street.”
— Steven Larsen, J.D.
MEET STEVEN
A lawyer. A builder. A brother.
For more than thirty years, I’ve developed and operated senior living communities across the Midwest. I’m a Port Huron–area business owner and a real estate attorney. I founded Goforth Group LLC and Aspire Lifestyle Living, and I acquired Lakeshore Woods Senior Living in Fort Gratiot in 2018.
I’m also the brother of a man I lost to Alzheimer’s. He was my longtime business partner. We built things together for most of our adult lives.
That loss didn’t end my work in senior living. It changed what it’s for.
THE STORY
I watched someone I loved disappear, piece by piece.
My brother was my longtime business partner. We built things together for most of our adult lives. In November 2025, Alzheimer’s took him slowly first, then all at once.
I’d been building senior communities for three decades. I’d seen Alzheimer’s up close, professionally, hundreds of times. But until it was someone I loved, I’d never let myself ask the question the science was already beginning to answer: does it have to end this way?
It doesn’t. Not always. Not for every patient. But for the right person at the right stage with the right protocol what Dr. Dale Bredesen and Apollo Health have spent twenty years building the trajectory can change.
That’s what the Michigan Cognitive Recovery Center exists to deliver. And it’s why I now spend a meaningful share of my time speaking, writing, and advocating to anyone who’ll listen.
THE APPROACH
Science first. Family always.
The Michigan Cognitive Recovery Center is a partner of Apollo Health, the organization led by Dr. Dale Bredesen, whose ReCODE Protocol forms the scientific foundation of our care. MCRC opens May 2026 one of only two senior living centers in the United States offering Apollo Health’s ReCODE+ For Facilities Program.
🔬
Evidence-Based Care
Protocols rooted in peer-reviewed research across nutrition, sleep, toxins, infections, insulin resistance, hormones, and inflammation — never one-size-fits-all.
👤
Personalized Plans
Every plan is built from a person's history, labs, lifestyle, and goals. No two cognitive journeys look the same — neither should the care.
🌿
Environment as Medicine
Design, routine, light, movement, social connection, and purpose built into daily living. The community itself becomes part of the protocol.
SPEAKING & ADVOCACY
Four talks. One movement.
Steven speaks for conferences, university programs, healthcare organizations, and senior-care leadership audiences. Every talk blends personal story, the science of cognitive recovery, and three decades of operator experience.
TALK 01
The Science of Hope
How functional medicine and epigenetics are changing what's possible for the aging brain — and what audiences can do with this information.
TALK 02
Designing for Cognitive Recovery
How environment, nutrition, and community structure shape cognitive outcomes — and how senior living must evolve to meet the moment.
TALK 03
Families on the Front Line
For caregivers and family audiences: navigating the emotional, practical, and clinical realities of an Alzheimer's diagnosis.
TALK 04
From Decline to Discovery
What we're learning inside the Michigan Cognitive Recovery Center — and what it means for senior care nationwide.
WHY THIS MATTERS
The numbers behind the mission.
The default response to Alzheimer’s manage decline, prepare families for the worst has been the standard of care for a generation. For a growing number of patients, it no longer has to be the only answer.
1 in 9
Americans 65+ With Alzheimer's
7.2M
Living With Alzheimer's in the U.S.
6th
Leading Cause of Death in the U.S.
~2/3
Of Those Diagnosed Are Women
Source: Alzheimer’s Association, 2025 Alzheimer’s Disease Facts and Figures.
LET'S TALK
Tell me about your inquiry.
Speaking engagements. Media interviews. Research partnerships. Family questions about cognitive recovery. Whatever the reason — every message routes directly to me, and I respond personally.
Personal reply within 1–2 business days.
Every inquiry comes directly to me. Whether you're booking a talk,
asking about MCRC for a loved one, or exploring a partnership —
I read each message myself.
🔒 Your information is private and will never be shared.
Replies go to slarsen@goforthgroup.com