Leadership decisions shape the future of companies and communities. In this episode of the Strategy and Leadership Podcast, Anthony Taylor speaks with Andy Weiner, Founder and President of RockStep Capital, a retail real estate investment firm redefining how shopping centers are acquired, revitalized, and operated in markets most investors overlook.
Andy brings more than 40 years of experience across retail operations and commercial real estate. He previously led operations for Weiner’s Stores, a regional retailer with 159 locations across Texas and Louisiana, before founding RockStep Capital. Today, the company owns and operates nearly 10 million square feet of shopping centers across 11 states, with a strategy centered on investing in “hometowns” under one million people.
This episode explores why RockStep’s local partnership model consistently outperforms institutional investors, how strong operators continue to thrive despite disruption from Amazon, and how Andy’s 25 RockSteps cultural framework creates alignment, accountability, and high performance across his 100-employee team.
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For decades, real estate investment has been dominated by large institutional players. Yet many of these firms pursue what Andy calls an “asset depletion strategy.” They squeeze distressed malls, delay maintenance, damage community relationships, and ultimately weaken long-term value.
RockStep Capital takes a different path.
Instead of extracting value, they invest in community success. Their model begins with identifying strong secondary and tertiary markets with major universities, hospital systems, military presence, tourism, or Fortune 1000 employers. Once a potential acquisition is identified, the team meets with local business leaders, lenders, and community stakeholders to understand the market and evaluate partnership opportunities.
These relationships create shared commitment, reduce risk, improve access to local financing, and accelerate entitlement and redevelopment processes. When community leaders champion a project, shopping center revitalization becomes a collective effort instead of a transactional one.
This approach builds long-term trust, aligns stakeholders, and creates a durable economic impact for the cities RockStep serves.
Despite public perception, Amazon and COVID did not destroy retail. They eliminated the weakest operators.
Strong retailers continue to grow. Companies such as TJ Maxx, Ross, and Burlington are opening hundreds of new stores every year. Many have sophisticated omnichannel strategies, powerful apps, and strong balance sheets. They distribute from stores, integrate online and in-person experiences, and leverage brick and mortar as a competitive advantage.
At the same time, shopping center development has declined. Rising construction and interest costs mean very few new retail properties are being built. This makes existing assets especially valuable to operators who understand the market.
The winners are the companies that adapt, invest in operations, and stay ahead of customer behavior. Andy’s experience across thousands of shopping centers gives him a unique vantage point into how the market is shifting and where opportunity remains strong.
One of the most distinctive elements of RockStep Capital is its culture framework: the 25 RockSteps. These are behavioral rules that guide communication, accountability, leadership presence, and team expectations across the organization.
Every week, all 100 employees meet to discuss a single RockStep. A different team member leads a short essay and reflection, followed by an open conversation. This ritual reinforces shared language, encourages alignment, and builds a high-trust environment.
The result is a culture where people understand expectations, hold each other accountable, and approach challenges with clarity and purpose. New candidates begin interviews by identifying which RockSteps resonate with them and which they find most challenging.
Culture becomes something people practice, not something written on a wall.
Andy highlights several insights leaders can apply across any industry:
Deals are harder than they look. Even with experience, competition is fierce, and timing matters more than most people admit.
You can work incredibly hard and still lose. Andy describes coming in second place on five consecutive deals after heavy due diligence. Leaders must learn to evaluate how far they can stretch without compromising discipline.
Leadership requires emotional steadiness. Business at the executive level is constant problem-solving. The ability to stay calm, assess risk, and communicate confidence is essential.
Secondary markets are undervalued. Many investors ignore cities under one million people, yet they often have stronger fundamentals, better leadership, and more resilient local economies.
Culture is the foundation of sustainable performance. Systems like the RockSteps create shared expectations and reduce friction inside high-performing teams.
• Strong community partnerships outperform high capital strategies
• Secondary and tertiary markets hold significant untapped value
• Retail is evolving, not disappearing
• Culture frameworks improve alignment and accountability
• Long-term success requires resilience, discipline, and adaptability
• Leaders grow most when facing uncertainty and complexity
Success often comes from looking where others are not. Andy’s approach to retail real estate shows how community alignment, disciplined operations, and a strong cultural foundation can outperform even the largest investors. By partnering with local leaders and focusing on overlooked markets, RockStep Capital continues to create value that extends beyond financial returns.
For leaders navigating disruption, Andy’s message is clear. When you stay grounded in culture, think long term, and engage your community, you create opportunities others fail to see.
Anthony Taylor is the CEO, Founder, and Senior Facilitator at SME Strategy. With more than 14 years of experience, he helps leadership teams create alignment, implement strategy, and achieve measurable results.
Connect with Anthony: linkedin.com/in/anthonyctaylor604
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https://www.smestrategy.net/strategic-planning-facilitator
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Podcast produced by: www.rednyne.com