The Avenue was founded by PJ Catledge, a 35-year veteran of the hospitality and tech industries, with a clear passion to help others not only maintain their lifestyle across the years but truly help them to lead a fulfilling and enriched life.  

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Based on her own experience with an aging Mother who was having difficulty with her day-to-day living, PJ became aware of just how difficult it was to take care of a loved one who lived on the other side of the country.  Ms. Catledge soon found herself at a crossroads, weighing the value of keeping her mother independent and in that home where she desperately wanted to stay, or moving her to an assisted living center.  

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Leveraging experience and years of focusing on the value of nutrition, sleep, exercise, and social integration, PJ saw immense value in making sure these values were maintained no matter age or access.  But navigating her mom’s doctor appointments and need for an advocate was practically a part-time job in itself!  And after countless hours spent on the phone with doctors and caregivers, PJ realized what kept her mom fulfilled wasn’t found in a prescription or office visit.  Fulfillment was found in the ability to socialize with friends, the ability to remain independent, and the ability to pursue her passions.  These small bits of happiness proved to be the most powerful, the most important to maintain.  

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As women outlive men at an average of 5 years, it has become increasingly more common for women to be home alone in their homes.  New home-based, remote medical technologies make it easier to check in with doctors and caregivers but the isolation that presents can be overwhelming.  Exposure to normal activities becomes limited, participation becomes more difficult, and ultimately, studies suggest a negative impact to mental wellbeing. The Avenue focuses on fixing this isolation, this loss of wellbeing.

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The Avenue is bonded and insured.