Our Purpose

Help organizations multiply brand value by developing strong leaders.

We believe the most fruitful and enduring qualities of a brand are entrusted to leaders and those leaders must be developed to grow the brand.

Our Vision

Serving an ecosystem of 2,500 leaders in 2025.


Our Values

We believe values must be seen in action to be real. Please see how our values translate into our everyday work on our “How we do it” page.

Our Brand

Why are we called Rootstock and what’s up with that logo? Learn about our brand and identity.



Tony Woodall


Like many companies, Rootstock was born out of passion and necessity. During his twenty years of delivering substantial bottom-line results in sales, marketing and brand strategy - Tony “kind of stunk” (his words) as a leader. He “wasn’t the worst leader of all time” (his words again) but after falling short yet again to get his teams to gel, he took a break from leading and went back to '“just selling”. Over time a nagging feeling that he had to get back to leading got the better of him. Humbled by his shortcomings, he sought to learn. Early in the journey he became utterly obsessed with all things leaders and team. He uncovered game-changing resources, new methods and great mentors along the way. He became thoroughly convinced that there are a vital few skills and methods that, when combined and applied, get uncommon results. He assembled a powerful tool kit. He’s now dedicating his life and career helping values-driven organizations develop great leaders and unleash the power of their teams.

Tony’s Special Skills and Certifications:

  • Routinely delivers that “AHA!” moment

  • Distills the complex into vital simplicity

  • Sees the best in people and gets them to believe in what he sees

  • Gets to the “highest common denominator” with teams

  • Transformational Public Speaker (inspires you to change, not just feel good about being inspired)

  • Certified Leadership Coach with Discovery Coaching Services

  • VAA with TTI Success Insights

  • Trained practitioner in Human Centered Design through LUMA Institute

Karman Morey

Leadership Coach | Public Speaker

Karman has over 17 years of experience in executive and life coaching, and holds the ACC credential with the International Coach Federation (ICF). She is also a certified Master Practitioner of NLP, and is trained in NLP-based coaching.  Since the early 2000’s, Karman has developed a record of success in helping leaders of all kinds achieve their best in life and work.

Karman is also an international conference speaker. She has traveled to some of the most remote and neglected places to equip tens of thousands with a powerful message of life change. Her specific focus is to empower women struggling in an often oppressive culture to believe in their value, create a strong foundation, and take next steps to pursue their own unique vision.

Laura Birkey

Director of Services

Laura brings a unique mix of passion and skills to ensure consistency and continuous improvement across all Rootstock service offerings. While overseeing all service delivery she is also Rootstock’s in-house resource for Psychometric Assessment knowledge. Her assessment expertise includes Behaviors, Motivation, Emotional Intelligence and Core Leader Competencies. She is also skilled in leveraging individual talent assessment for team development application. Prior to joining Rootstock Laura provided individual growth and development plans in the social services space for the most vulnerable of clients. These experiences have shaped her into a compassionate, discerning and results-driven professional.

Laura is a health and wellness advocate and is a Registered Yoga Teacher (RYT). She also volunteers extensively with specific focus on the inner healing and development of women.