It is rare to come across a totally new concept in elderly care. Yet that is what Catalina Hoffmann, a young woman of 26, came up with when she founded Vitalia in Spain in 2004. A chain of franchised daycentres, it delivers training and treatment to elderly people through the Hoffmann Method, patented programmes targeted at conditions such as stroke recovery, rheumatism, Parkinsons and even Alzheimers. Most patients pay privately to attend. We talk to Hoffmann who is about to launch in Brazil and Mexico. Her next target is Florida.