Lansing Mom’s Local Love Spotlight | Annie Giupponi Rooted Counseling

Lansing Mom’s Local Love Series highlights local women and the businesses they have built. Supporting Small Businesses is so important to us at Lansing Mom. Today’s Local Love Spotlight belongs to Annie Giupponi, LMSW, PMH-C, Owner of Rooted Counseling.
Three Facts About Annie:
1.I’m attempting to learn Italian so I can finally understand what my kids are saying to my in-laws when we visit them in Italy.
2. I spent a year training in Lake Placid, NY for figure skating in high school.
3. I really enjoy cross-stitching (mainly curse words).

How did you come up with the idea of your business for Rooted Counseling, and how did you start?

I’m super passionate about helping folks make peace with their bodies and food, especially in eating disorder recovery. When I moved to Lansing eight years ago, I realized there was a huge gap in services for therapists specializing in eating disorders and so I started Rooted thinking it would be this super part-time thing. It kind of exploded from there.

Knowing what you know now, is there anything you would have done differently when you were first starting out?

Delegating sooner. Rooted was my first baby – it was so hard to trust that anyone else would have the same vision and passion but I have been blown away by the folks who have come alongside to grow Rooted into what it is today. I could have saved myself a lot of burnout and it’s honestly something I’m still trying to learn how to do.

What is the best business advice you’ve ever been given?

People over profit always.

Have you faced adversity in business due to being a woman? How did you navigate that?

Social work is a female-dominated field with such a focus on equity, social justice, and challenging systemic oppression so I’ve not experienced as much adversity within my field. BUT I’ve noticed that a lot of people have no idea that Rooted is a business I’ve built and grown from the ground up. They assume I work for my company rather than having been the one to found it or they assume that this is a “cute” hobby job that comes secondary to my husband’s career. It doesn’t.

I handle this by actively letting go of defensiveness and remembering that I don’t have to prove myself to anyone. What I’ve built speaks for itself and I’m proud as hell of myself and my company. I make a conscious effort to not downplay or minimize my achievements when asked about what I do. And given how much we as women are taught to self-efface, this has taken a lot of time and practice.

How do you persevere in challenging times?

Allowing myself some appropriate time for panic, dread, wallowing, and avoidance. And then practicing what I preach as a therapist – naming my feelings, welcoming them in with self-compassion and gentleness, getting support from my people, and focusing on what I value because ultimately that’s what makes life most meaningful. I remember that joyful and painful seasons come and go and I can cope with what comes in each.

And/or a solo trip to Target with a venti latte from Starbucks in-hand.

What impact do you want Rooted Counseling to have?

I want Rooted to be known for serving folks on the margins, de-stigmatizing mental health care, and allowing therapy to be a both/and space for suffering and joy. I am also deeply committed to facilitating a non-exploitative, supportive, and collaborative workplace in the hopes that this shifts how group practices approach employing therapists as a whole.

What are the pros and cons of being a woman business owner in 2024?

Pros: – Representation matters. Women succeeding inspires future generations of women to know that they can do the same in their own way. I have three daughters who will see what I’ve accomplished professionally while also knowing how deep-down-to-my-bones grateful I’ve been to be their mom. – The more successful you are as a business owner, the more you can use your voice and position to effectively advocate for systemic change.

Cons: – The tension of feeling like you’re never doing enough for your business or for your family. The immediacy of comparison to what other women are doing and feeling like we never measure up or can’t really ever win. – Women have made tremendous strides in the workplace but many women and moms find that division of labor and responsibility in mental load hasn’t really caught up yet.

What Knowledge would you share with someone who wants to become an entrepreneur?

Find a niche that sets you apart where there’s a need not currently being met and is aligned with your core values. Being your authentic self is always so much better than trying to fit what you think someone else’s expectation of you are. There is so much space for collaboration over competition.

What do you do for personal and professional development?

Professional development these days looks a lot like listening to trainings, audiobooks, and podcasts with one Airpod in while folding laundry. Personal development is a lot of settling into rhythms with my schedule that feels soothing with just a little bit of pushing the boundaries of my comfort zone so I don’t get too rusty with trying new things. I try to remember that there’s seasons for everything. This season with young kids and crazy schedules means less time for hobbies and deep diving into trainings and flying to conferences. And that’s okay. There will be seasons for that later and I don’t want to miss the one I’m in right now by wishing it away or overloading my schedule trying to do it all.

What Mantra or Quote do you live by?

Doing scary things is good practice.

What’s Your Favorite Place in Lansing or Michigan?

The hike-in beach at Sleeping Bear Point on Lake Michigan.

Where can our readers find Rooted Counseling on social media?


We hope you loved getting to know more about Annie + Rooted Counseling. Check out more Local Love Series here!


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