A Community Rooted in Purpose
Retirement Unlimited, Incorporated (RUI) was founded in 1982 by Virginia entrepreneurs and lifelong friends Horace Fralin and Elbert Waldron. Inspired by a shared commitment to exceptional service and enriched lifestyles for seniors, they created a new kind of senior living experience — one defined by meaningful programming, elegant environments, and personalized support.
Now in its third generation of family leadership, RUI continues to honor that original vision. Every community is built on the same foundation of compassion, innovation, and excellence — delivering the lifestyles our residents have earned and deserve.
Discover how RUI can make a difference in your life or the life of someone you love.
Our Mission:
To Deliver a Lifestyle Our Residents Have Earned & Deserve
Giving Back
Community is at the heart of everything we do.
Through our monthly #RUIGivesBack initiative, we proudly partner with local organizations like Ronald McDonald House, Huddle Up Moms, and Northside Childcare to uplift others and stay connected.
RUI Core Values
Our values guide everything we do, helping us create meaningful, supportive experiences for everyone who calls Woodland Hills home.
- Integrity Is Key
- No Detail Is Too Small
- Take Responsibility
- Earn Trust Each & Every Day
- Genuine Care & Concern
- Respect & Value Individuality
- Inspire Growth & Purpose for Life
- Take Responsibility
- You Are Important
Experience Community Living
Let us show you what makes this community special. From the people to the programs, everything here is designed with you in mind.
What People Are Saying
“My in-laws, 87 and 88, moved in after a medical crises. They did not want to leave
their home, but we could not come up with another option. It has been a hard
journey for them and the staff has been by their side the whole time. I have had
other family member in assisted living and Woodland Hills is much better! It is clear
that the majority of the staff truly care about the residents and treat them as family.
They are so patient and kind and always willing to sit and talk with residents. We are
nearby and are always stopping in so we know what’s going on. The geriatric doctor
onsite is absolutely amazing. She calls us at least once a month for about a half an
hour just to update us. She spends a large amount of time just listening to her
patients and coordinates all of their care. She explains things once and then
again…and again as needed by her patients. One of the nursing staff gave us their
personal number to call as needed. These people truly care and you can tell.”
S.S., Woodland Hills Family Member
“We had to move my parents to Woodland Hills recently after an emergency health
issue. The staff could not have been more helpful in making that transition and
welcoming my parents. [They] worked with us from start to finish… going above and
beyond our expectations to facilitate the transition… [that] made a tremendous first
impression on us, and the rest of the staff have lived up to that high standard!”
H.J., Woodland Hills Family Member
“Absolutely stellar! My experience with Woodland Hills has been nothing short of
exceptional. From the moment we walked through the doors. The staff is incredibly
attentive and genuinely cares about the residents. What really sets Woodland Hills
apart is the sense of community and family they foster. The staff knows each
resident by name and goes out of their way to make everyone feel at home.
Communication with families is excellent. I highly recommend Woodland Hills to
anyone looking for a caring, supportive, and vibrant assisted living community for
their loved ones. Five stars all the way!”
J.C., Woodland Hills Family Member
RUI University
Learning has no age limit! Pursue your curiosity with creative courses, guest lectures, and community-based learning.
LUXE Unlimited
Unwind with spa and salon services that help you look and feel your best, every day. Enjoy a pedicure, relaxing massage, or specialized treatments right on-site.
RUI Concierge
Enjoy everyday convenience with daily help from our concierge team. From booking appointments to special requests, we’ve got your back.
Care Impact
Get personalized care right in your residence, with thoughtful support tailored to your lifestyle and wellness goals.
Taste of RUI
Savor chef-crafted meals made with fresh ingredients and served in a warm, welcoming setting.
Leash on Life
Bring your pet with you—our team supports your bond with services that make pet care simple and joyful.
RUI FIT
Enjoy the freedom of matching your goals and staying active indoors or out in Roanoke’s mild climate.
Book a Tour of Woodland Hills
All featured photos highlight real RUI residents, team members, and the everyday moments that make our communities feel like home. Get in touch to experience it for yourself — this could be you, too.
ALL RUI COMMUNITIES
About Us
Senior Living
Services &
Amenities
- Taste of RUI
- RUI FIT
- RUI Concierge
- Leash on Life
- LUXE Unlimited
- Care Impact
- RUI University
- Community Amenities
- Life Enrichment