Elders Lifestyle Group rebrands 21 offices across NSW

ELDERS Lifestyle Group will rebrand its 21 offices across New South Wales under the name “Lifestyle” from March 1, 2025, marking a major shift as the business moves away from its franchise roots.

Chief executive and founder David Gray said the rebrand reflects the company’s evolution and rapid expansion over the past eight years.

“This is a celebration of the growth and transformation that the Lifestyle Group has undergone over the past eight years,” he said.

“As we enter this new chapter, we remain committed to our core values of embracing change, a growth mindset, a relationship focus, and thriving on energy.”

The Lifestyle Group now manages over 8,000 properties, 500 holiday rentals, and has transacted more than $830 million in sales in 2024 alone.

With a team of over 200 staff, the group will continue operating in Forster, Evans Head, Grafton, Camden Haven, Ballina, Lismore, Brunswick Heads, and more.

Gray acknowledged the business’s departure from the Elders brand.

“Elders have been accommodating and professional in our parting of ways, and I wish them every success,” he said.

“I think there has been somewhat of an unspoken understanding for a while now that we were rapidly growing to a size that no longer fit operating in a franchise model.

“As the Lifestyle Group evolved, it became clear that the time had come for us to establish our own identity.

“Our growth required something more unique — something that was distinctly ours”

The group’s journey began in 2017 with the purchase of Elders Port Macquarie, which became its headquarters, followed by acquisitions across the Mid North Coast and Northern NSW.

The business also expanded into holiday property management, with operations in Wooli, Yamba, and Brunswick Heads.

Lifestyle’s Head of Brand & Client Experience, Jonathan Maggs, said the rebrand represents more than just a new look.

“Our refreshed brand identity represents more than just a new look – it’s a reflection of our journey and our unwavering commitment to our clients.”

Maggs, who joined the leadership team a year ago, praised Gray’s leadership.

“As a CEO, Dave has a level of dedication to his team and their success that I’ve not seen in my thirty-year career. This transformation has been a ‘most beautiful coming of age’ for Dave’s brand.”

The rebrand will include new signage, enhanced marketing technology, and a stronger digital presence, while clients can expect the same level of service.

For more information, visit lifestylegroup.com.au or contact your local Lifestyle office.