Pete Bradham of Charlotte, N.C. first became aware of Alzheimer’s when he was 13 years old. His grandfather’s vibrant and fun personality was slowly fading away due to the disease. Then he watched his own father Rodney become incredibly anxious about one day having Alzheimer’s, just like his dad. At the time, the family just thought he was worrying about something he didn’t need to be worrying about. He was young and healthy, after all.
Rodney and his brother Larry started Bradham Comfort Services in 1975. “My dad was a tireless workaholic and he and his brother built a really strong, highly reputable business together,” stated Pete. “I grew up working at the business myself and saw firsthand how hard my dad worked.”
In May of 2014, life abruptly changed, as Pete was already navigating the daily grind and trying to make sense of his father’s increased intense anxiety and paranoia. His father’s paranoia came to a head. “It was like a light switch,” Pete says. “One day he was working, and the next, he never came back.”
Rodney, once the backbone of their company, was experiencing an overwhelming fear – of being chased, arrested, watched. As they sought medical help, doctors offered pills and vague reassurances, but no real answers. For years, Pete and his family searched for clarity, unaware that the Alzheimer’s Association could have been a guiding light.
“We didn’t even think to reach out,” Pete admits. “We just kept hoping the doctors would figure it out.”
Eventually they did, although it took many years. Looking back, Pete realizes the signs were there long before Rodney stopped working. He had always been a high-strung, nervous man, but the anxiety had begun to escalate in subtle ways. Pete’s mother, a quiet force of love and protection, shielded her sons from the worst of it. “She’s a saint,” Pete says. “She saw things that weren’t quite right but didn’t raise the flag. She just carried it.”
Pete’s mom Shelby Bradham cares for Rodney full-time, while also working for the company from home. Pete and his brother help as much as they can and admire their mom for her grace, patience and love. “We’re frequently trying to get her out of the house to do something for herself,” shares Pete. “It’s nice when we can take her out to lunch.”
A little over a year ago, Pete decided to refresh the branding of the family business. They wanted a fresh look and new color to best represent their values and service. His uniform supplier kept suggesting a lavender color to replace their red shirts. “My wife, Dana, loved it, but I wasn’t so sure that lavender was what we were looking for,” he laughs. “But it kept being presented to us over and over again.”
One morning, Pete noticed the Alzheimer’s Association logo and its commanding purple, a symbolic color for Alzheimer’s and other dementia. Suddenly, everything clicked.
“It made absolute sense,” Pete says. “This was a connection that was meant to be.”
Selecting lavender became more than a design choice – it became a symbol of purpose.” Pete rebranded the entire company in lavender, honoring his father’s legacy and aligning their business with a cause that had quietly shaped their lives. Every truck, every logo, every customer interaction now carries a message of awareness and support.
“I wanted our company to give back,” Pete says. “And this was the way to do it.”
Pete’s uncle Larry, who co-founded the business with Rodney, stepped in to help when Rodney could no longer work. Though retired, Larry returned for a year and a half to support Pete through the transition. Eventually, Pete encouraged him to enjoy the retirement Rodney never got to have.
“He worked 40 years and deserved that time,” Pete says. “I didn’t want him to miss it like my dad did.”
Today, the company is proudly participating in its first Walk to End Alzheimer’s. And they’re not just walking—they’re rallying. Pete and his cousin Wendy Bradham McSwain, who also works for the company, started early, talking about the Walk during team meetings, posting sign-up reminders, and creating visual displays in the warehouse to celebrate each new participant.
The company’s suppliers have stepped up too with generous donations and support. Their uniform partner offered to design and donate custom-branded t-shirts for the Walk. Pete made sure the shirts would be something employees and supporters could wear with pride.
“We just try to talk about it as much as we can,” Pete says. “And push it out there.”
Pete is also working on a way for customers to easily donate—similar to a “round-up” option at checkout. He’s collaborating with their dispatch software provider to make it happen.
“I like to push the envelope,” Pete says. “Sometimes my ideas are a little crazy, but I want to make it easy for people to support the cause.”
Internally, the impact has been profound. At the company’s annual Christmas party, Pete spoke about his father’s journey and their partnership with the Alzheimer’s Association. It’s not easy for him to speak publicly—but the response is overwhelming.
“You see a grown man with tears in his eyes,” Pete says. “Because you’re telling his story too.”
That connection—between coworkers, customers, and community – it’s what drives Pete and his family. He’s become a resource for others, offering guidance and support to employees navigating similar challenges. And through it all, his mother continues to care for Rodney with unwavering devotion, working from home and managing his in-home care with grace and grit.
Pete’s story is a reminder that even in the hardest moments, purpose can emerge. His lavender trucks are more than vehicles – they’re symbols of hope, resilience, and community. And through his leadership, others are finding the courage to speak up, walk together, and fight for a future without Alzheimer’s.
LIKE PETE, WE ALL HAVE A REASON TO FIGHT FOR A WORLD WITHOUT ALZHEIMER’S DISEASE. Join your local Walk to End Alzheimer’s today as an individual, team, or sponsor.
Alzheimer’s Association Walk to End Alzheimer’s®:
The Alzheimer’s Association hosts 17 walks across North Carolina. The Alzheimer’s Association Walk to End Alzheimer’s is the world’s largest event to raise awareness and funds for Alzheimer’s care, support and research. Since 1989, the Alzheimer’s Association® mobilized millions of Americans in the Alzheimer’s Association Memory Walk®; now the Alzheimer’s Association is continuing to lead the way with Walk to End Alzheimer’s. Together, we can end Alzheimer’s.
Walk to End Alzheimer’s 2025 dates in North Carolina:
| Alamance County | 9/27/25 |
| Asheville | 9/27/25 |
| Charlotte | 10/18/25 |
| Fayetteville | 10/25/25 |
| Gaston/Cleveland/Lincoln | 10/11/25 |
| Guilford County | 10/25/25 |
| Henderson County | 9/27/25 |
| Iredell Co. & Lake Norman | 9/27/25 |
| Jacksonville | 9/27/25 |
| Moore County | 9/13/25 |
| Mount Airy | 9/20/25 |
| New Bern | 10/18/25 |
| Rowan-Cabarrus | 10/4/25 |
| Unifour | 10/25/25 |
| Triangle (Raleigh-Durham) | 10/4/25 |
| Wilmington | 11/1/25 |
| Winston-Salem | 11/16/25 |
Alzheimer's Association North Carolina Blog 