Expertise, Perspective, Support


Richmond, VA  &  

Santa Barbara, CA 

About Us


Our Mission Statement

Torii Coaching & Consulting’s dual mission is to provide high-quality, individually tailored, evidence-based personal development services to individuals and corporate clients with a holistic approach focusing on maximizing existing strengths for optimal performance. And, to provide high-quality, bipartisan consulting services that focus on cutting edge, fiscally responsible policy solutions for all levels of government. 


Why a Torii Gate?

The Torii Gate is the representative symbol that offers blessing and wisdom to all travelers who come into contact with it.  In Japanese culture it symbolizes a gateway to honor. 

It is also the symbol of the 101st Airborne, "Rakkasans" the only military unit whose nickname that is still in use was designated by an enemy, and in that storied history, co-founder William Rodriguez is a member. 


What We Do

Torii Coaching & Consulting offers expertise, perspective, knowledge and support through consulting services, individual and corporate personal development services, public speaking and training seminars, to our clients so they can obtain the highest level of success. 

Please visit our Services page for full details. 

Our Team

William Rodriguez, MSW, Co-Founder



William is a former Army Sergeant and decorated three-time OEF/OIF Army veteran, and grew up in an active duty Air Force family. After transitioning, he received his Bachelor’s degree in Psychology from Ashland University, and a Master’s degree in Social Work from the University of Southern California (USC), where he was in the first cohort for the military concentration program. 

William has dedicated his life to helping people focus on post-traumatic growth, wellness and finding their mission, purpose and identity. William’s life experiences and extensive studies give him a down to earth, highly relatable style of communication that fosters trust and confidence with his clients and audiences. He works as a program evaluator and researcher with Purple Star Veterans and Families, a retreat facilitator for Phoenix Rising, and as a life coach working with clients in Santa Barbara, CA.


He is featured in the award-winning documentary, Thank You for Your Service, and is a public speaker traveling around the country discussing the need for changes within the military and VA, including the need for a Behavioral Health Corps. 

He was part of the 2017 TEDx Santa Barbara, with his talk “There’s nothing funny when a warrior cries.” He has been on panels at Harvard, Yale, USC and more. He has been interviewed by, the Wall Street Journal, AOL Build Series, and many podcasts, including the Leatherneck 7 podcast, Game Changer and Coming Home Well. Please visit our Media page for links.

Carrie Ann Alford, Co-Founder


Carrie Ann has served the Commonwealth of Virginia for over six years, in the Senate of Virginia, and as Director of Policy & Planning for the Virginia Department of Veterans Services, where she worked closely with the policy directors for the Secretary of Veterans and Defense Affairs and the Adjutant General of the Virginia National Guard to create a coordinated legislative strategy to benefit Virginia’s military, veterans and Guard. She assisted legislators in drafting legislation, wrote reports to the Governor and General Assembly, and authored articles and op-eds for publication. She served three years as legislative aide to state senator Linda T. “Toddy” Puller, crafting veterans and health care policy and legislation. 


She is also engaged with the documentary Thank You for Your Service, working as the Virginia point person for the film and as a panelist post-film on many occasions, and was a part-time consultant for Creative Chaos, VMG in 2017. 


She worked as a reporter in Washington, D.C. covering homeland security and terrorism and federal appropriations, and oversaw the writing and editing of two premium publications. She also is the author of the suspense novel "Click." 

She holds a dual BA in Journalism and Old Testament Literature/Jewish Studies from Moody, a Master’s in Legislative Affairs with an emphasis in National Security & Intelligence Policy from the George Washington University (2012), and a Certificate in Advanced International Affairs – National Security Policy from Texas A&M University (2011). 


She comes from a family committed to military and public service. 

& You


The most important team member for Torii Coaching & Consulting is YOU!

Helping people and organizations find their way is what we do.


Torii Coaching & Consulting’s mission is to provide high-quality, individually tailored research and consulting services on cutting edge, fiscally responsible bipartisan policy solutions for governments and corporations.

This also includes organizational  training and education services for government agencies, companies, mental health professionals and academics working on the issue(s) you hired us to tackle.  

We pride ourselves on our ability develop and implement individualized strategic assessments to create innovative, collaborative, inter-agency programs. While our particular focus is on improving strategies for transitioning service members and veterans  to ensure every state is the “most veteran friendly state in the nation” we are always excited to partner with clients on other areas of health, wellness, resiliency and post traumatic growth. 

We are a bi-partisan business that firmly believes it takes both Democrats & Republicans to craft good legislation at both the state and federal level.

In-Person Coaching & Personal Development Services

William maintains a life coaching practice at our office in Santa Barbara, CA. 

If you live in Southern California and are interested in working with William in person, please send an email through the "Contact Us" section, and we will let you know if he has any available times for new clients. 

Coaching Hours:

Monday, Wednesday - Friday

By appointment

(805) 229-9238 (William) or 

(571) 926-6096 (Carrie Ann)

Find out more

Contact Us

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