About Rooted Leaders

All great leaders have deep roots that they rely on to sustain them and support them when they’re leading others; especially during the difficult times. Biblical characters that we know so well teach us that their own roots developed deep in the soil of God. It is only through growing our roots deep into who God is and uncovering who He made us to be that we, too, will lead the life He created for us. Once we have begun this transformational process and begin to apply proven leadership principles to our life and our decisions, we can bear abundant fruit and live the life we never dreamed possible.



"Answering the call of our Creator is 'the ultimate why' for living, the highest source of purpose in human experience."  

-Os Guinness


"Sometimes the smallest step in the right direction ends up being the biggest step of your life. Tip toe if you must, but take the step.” 



A Legacy of Leadership

Rooted Leaders founder, Beth Armstrong, is a Waco native and Baylor alumna. She continues to reside in Waco today with her husband of 19 years and has been blessed to raise their children Hunter and Ella.

In 1998, fresh out of college, I began my career as an English teacher with the idea of my calling to impact the lives of the students I met. I loved being able to immerse into the material and help the students find their own 'aha’ moment. However, after 4 years of teaching, I realized that while the calling to serve others was correct; the profession was not.

Shortly after leaving the field of education, I began a career in the pharmaceutical industry. It was here that I was introduced to strength and leadership experts such as Marcus Buckingham, John Maxwell, Rick Warren and many more. During my 14 years in the sales world, my desire to learn more about leadership development and strength building began. As I learned more about servant leadership and the importance of living a life built on our natural strengths, I began to share my excitement and key learnings with fellow teammates to help them grow and bloom in their own careers.

It was during this time in pharmaceutical sales that I began volunteering with the Junior League of Waco: a nonprofit organization for women committed to promoting voluntarism, developing the potential of women, and improving the community through the effective action and leadership of trained volunteers. After 14 years of active service, concluding as the President of this organization, I believe even more passionately in the importance of empowering EVERY woman to uncover the unique calling Christ has placed within her while developing her leadership potential so that she can live a life that bears much fruit.

In 2016, I began looking for opportunities to expand my love of developing the potential in women and helping others to find their unique calling in Christ that I stepped out in faith and launched Rooted Leaders in 2017. Looking back, the journey for creating Rooted Leaders, dates back almost 20 years. I am more convinced than ever of the great need for women's leadership development as well as the need for women lifting up other women as we help each other uncover the purpose God has planned for our life. 

I feel humbled to have the opportunity to help other women find their calling and live the life God created them to lead through this company. As a mom of two, I can think of no better legacy to leave my children than a lifetime of serving others.

Thank you for going on this journey with me,