Summerset - listed on the New Zealand stock exchange - is one of the country's biggest providers of retirement villages and care for older people.
Elder care is a fast-growing business because 5000 people turn 75 each year. The Summerset Group is building four new villages each year.
"It's not a charity, but we want to do a really good job," Mr Cook said.
Summerset in the River City was the first retirement village set up by the group, and is its "spiritual home".
It has about 115 residents in units, and 37 care beds.
Mr Cook said it was doing well, with high satisfaction ratings and a waiting list for units.
Funding has been approved to extend its leisure centre, where there is bowling and pool equipment and functions are held.
People did not have enough appreciation for what older people contributed, Mr Cook said. "Older people are working longer, and they have more time to put into the community."