If you’ve lived anywhere near the Rocky Mountains in the last fifty years, you know the face. You know the voice. And you definitely remember the tigers. Jake Jabs is more than just a guy who sells sofas; he’s a living Colorado institution. But because he’s been on our TVs since the mid-70s, people naturally start to wonder about his health as the decades pile up.
So, let's get the big question out of the way immediately. Yes, Jake Jabs is still alive. In fact, he recently hit a massive milestone. On November 23, 2025, Jabs celebrated his 95th birthday. Most people are lucky to be upright at 95, but Jake? He’s still the CEO of American Furniture Warehouse (AFW). He didn't just have a quiet cake and ice cream session either. The University of Colorado Denver threw a "95th Birthday Bash" for him in November 2025 at the Jake Jabs Center for Entrepreneurship. There was live music, speeches, and the kind of energy you’d expect from a man who once wrestled exotic cats for a commercial.
Why Everyone Asks "Is Jake Jabs Still Alive?"
It’s a fair question. Honestly, when someone becomes a "local celebrity" in the 1970s, our brains sort of freeze them in time. We remember him with the white hair and the guitar, and we assume he must be retired by now.
He isn't.
Jake Jabs still shows up to work. While his daughter, Jackie Brookshire, took over as president of AFW back in 2020, Jake kept the CEO title. He’s notorious for his work ethic. We’re talking about a guy who grew up in a home in rural Montana with no electricity or running water. That kind of upbringing builds a specific type of "don't quit" DNA.
He’s also stayed remarkably visible. Even in 2026, he's involved in day-to-day operations and philanthropy. He recently spoke at the 2025 Women’s Entrepreneurship Day Colorado Summit. You don’t do keynote speeches at 95 if you’re "slowing down" in the traditional sense.
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The Secret to His Longevity (It’s Not Just Good Luck)
People always ask what his secret is. Is it the furniture? The tigers?
Jake has actually been pretty vocal about his "rules" for life. He’s written books like An American Tiger and Thriving in Tough Times, where he basically lays out his philosophy. He’s a big believer in "exercising the brain." He’s often said that retirement is a mistake for a lot of people because it causes the mind to go soft.
- He stays active. He’s known for walking his warehouses, which are massive.
- He avoids debt. This is a huge one for him. AFW is famous for its "pay cash, get a better deal" philosophy, and he applies that to his life too. Less debt equals less stress.
- He gives back. He’s donated millions to Montana State University and CU Denver.
Basically, the guy stays busy. He’s mentioned in several interviews that having a purpose is the only reason he’s still going. He doesn’t see AFW as a job; it’s his life’s work.
Breaking Down the AFW Empire in 2026
If you haven’t checked lately, American Furniture Warehouse isn't just a Colorado thing anymore. It’s grown into a multi-state powerhouse with 18 locations across Colorado, Arizona, and Texas.
What’s wild is how he runs it. Most big retailers outsource everything. Jake does the opposite. He owns the trucks. He owns the warehouses. He even designs a lot of the systems they use. This "hands-on" approach is exactly why he’s still CEO at 95. He knows where every penny goes.
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In late 2025, he was still making headlines for his philanthropy. He recently put up $20,000 for the Food Bank of the Rockies and had his employees assemble thousands of produce bags. He’s not just writing checks; he’s making sure the work gets done. That's the Jake Jabs way.
The Tiger Controversy and Legacy
We can't talk about Jake without mentioning the tigers. Back in the day, his commercials featured him with lions, tigers, and all sorts of exotic animals.
In today's world, that wouldn't fly. Animal rights groups would have a field day. Jake eventually moved away from using the big cats in his ads, but that "American Tiger" brand stuck. It gave him a level of name recognition that most billionaires would spend a fortune to get. It’s why people still search for his name today. He wasn't just a salesman; he was an entertainer.
What’s Next for Jake Jabs?
At 95, most people are looking at the rearview mirror. Jake seems to be looking at the next expansion.
While he has handed over the presidency to his daughter, the transition has been incredibly smooth because he’s still there as a mentor. He’s created a company culture that is notoriously loyal. He spends time with new hires. He’s still the face of the brand.
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If you’re wondering about his health, all signs point to him being as sharp as ever. His appearance at the CU Denver bash in late 2025 showed a man who is still very much "all there." He’s playing guitar, talking business strategy, and likely planning his next big move.
Actionable Insights for Fans and Entrepreneurs
If you’re looking to channel some of that Jake Jabs energy, here are a few things you can actually do:
- Read his books. If you want to understand his business mind, An American Tiger is the place to start. It’s not a ghostwritten corporate fluff piece; it’s his actual voice.
- Visit the Jake Jabs Center. If you’re in Denver, the CU Denver entrepreneurship center is a hub for new business owners. It’s one of the best ways to see his legacy in action.
- Adopt the "No Debt" mindset. Jake’s biggest piece of advice has always been to live within your means. It’s boring advice, but it’s why he’s still a billionaire while other furniture chains have gone bankrupt.
- Stay Curious. The man is 95 and still learning about logistics and global markets. Never stop being a student.
Jake Jabs is a rare breed. He’s a relic of an era of "personality-led" business that actually had the substance to back it up. Whether you love the commercials or just need a cheap sofa, there’s no denying the man is a legend. And as of early 2026, the King of Furniture is still very much on his throne.
To stay updated on his latest projects or store openings, you can follow the official American Furniture Warehouse newsroom. They are pretty good about posting his community involvements and new initiatives. If you’re lucky, you might even catch him at a store opening in Texas or Arizona—just don't expect him to be bringing the tigers along this time.