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Our Team

Our Legal Moneyball™ roster combines seasoned high powered legal professionals, young star business athletes and best in class support staff on a mission to even the playing field of how small and midsize businesses return unprecedented value on their legal services investment.

Founder/CEO & Sr. Partner
Bryan grew up with the popular culture romanticized image of lawyers, from Perry Mason to Robert Duvall’s consigliere in the “Godfather.” His grandfather’s brother was the Continue...
Bryan RotellaFounder/CEO & Sr. Partner
Bryan grew up with the popular culture romanticized image of lawyers, from Perry Mason to Robert Duvall’s consigliere in the “Godfather.” His grandfather’s brother was the “town lawyer” in his small western New York hometown of Lockport. This idealized image of lawyering led Bryan to law school at Pepperdine and his first paid legal job with the California firm made famous by the movie, “Erin Brokovich.”

After several years as a Los Angeles and South Florida trial lawyer, Bryan’s “game changing” career experience was when he served on the leadership team of a $1.1 billion-dollar nursing home business. Bryan saw that the amount of dollars wasted on high-priced outside counsel who provided no return on investment was staggering. Even spending all of those dollars, Bryan and his team rarely got a straight answer on the company’s most important legal issues. Seeing how out of alignment the relationship with outside counsel was at this massive company, Bryan realized the challenges small and midsize businesses faced must be even more astronomical.

On a mission to find a better way, Bryan founded GenCo’s Legal Moneyball™ practice model. Unlike the traditional high hourly rate corporate counsel that handles one-off projects as issues arise, Legal Moneyball™ uses a statistics-based approach to identify a business’s key risk areas, where the vast majority of their available legal budget should be spent to obtain the highest ROI. It also places the corporate legal partner in a position to uncover opportunities that drive new profits to the business, getting out of the loss side of the financial ledger where standard professional service providers typically reside. Best of all, Legal Moneyball™ is played under a flat, non-hourly rate, fulfilling small and midsize business’ need for legal spend predictability. Over the last several years, Bryan and his GenCo team have successfully pressure-tested Legal Moneyball™ with a variety of businesses nationally. This includes several publicly-traded and regional to national private equity financed companies, covering everything from healthcare to real estate.

Bryan’s primary role as CEO of the GenCo team is Board and C-suite related issues, where he provides valuable, real-time input regarding the regulatory landscape and strategic guidance for growth and sustainability in the ever-changing industries where his clients are involved. Bryan’s depth of experience and industry expertise has led to his regular appearances on nationally recognized media outlets. He is seen as a national thought leader on health care reform, including serving as an advisor to a Presidential campaign. This media and political exposure has expanded Bryan’s network to include top media personalities, politicians, national publication editors and public relations experts. These contacts and resources are invaluable to GenCo’s clients by giving them a national platform to address issues that affect their business.

Bottom line, Bryan’s goal is for GenCo and Legal Moneyball™ to give a much-needed facelift to corporate counsel by providing small and midsize business owners the winning relationship they deserve with their lawyers.

Education:
Pepperdine University School of Law, J.D.
Ohio State University, B.A.

Bar Admissions:
California
Florida
Texas
COO & Partner
Sarah knew in her first meeting with Bryan that there was something revolutionary about the GenCo model and its Legal Moneyball™ approach. She moved to Tampa Continue...
Sarah CaseyCOO & Partner
Sarah knew in her first meeting with Bryan that there was something revolutionary about the GenCo model and its Legal Moneyball™ approach. She moved to Tampa to join Bryan in opening the firm, and has provided invaluable legal support to over 100 small to midsize businesses across the country since. Sarah is now GenCo’s Chief Operating Officer and Partner, heading the firm’s recruiting efforts and mentoring its team of star millennial business athletes. She’s the driving force behind the firm’s unique and progressive culture of collaboration, entrepreneurship, and non-billable hour performance metrics, that attracts top legal talent, and sets it apart from traditional models that are struggling with widespread lawyer attrition.

Sarah loves playing Legal Moneyball™ for her clients, and believes that companies need a legal department that’s focused on their business’ bottom line and its key areas of risk. She leads the firm’s efforts in developing new and customized product offerings for its clients, as GenCo strives to tailor its services to a company’s specific legal needs and budget, as well as help businesses adapt in rapidly changing, highly regulated industries. From full life-cycle diligence on multimillion-dollar M&A deals, high exposure regulatory matters, saving companies from the brink of bankruptcy, to regularly participating in board meetings and leadership team presentations, Sarah has provided trusted counsel on “bet the company” matters for her clients at their most crucial times. She’s defended providers from catastrophic actions against their license, been involved from pre-suit to mediation on complex high-dollar liability cases, and generated countless savings for clients by helping them optimize their outside legal spend. Sarah has worked with many different types of companies across the healthcare, technology, and real estate spaces, including publicly traded companies, closely held entities, private equity portfolios, and startups, and is confident that GenCo is poised for expansion into many industries and markets, nationally and internationally.

Sarah also brings a background of extensive litigation experience to the firm, previously serving as an Assistant State Attorney in South Florida, with over 40 jury trials to her name, including serious felonies and complex motion hearings. She focuses on client customer service, transparency and accountability, and her practical approach to legal problem-solving makes her a true value-add for any company’s legal support needs. Her unparalleled intellectual curiosity and passion for helping companies to excel have become intertwined with the GenCo “DNA,” and she believes GenCo will leave a lasting impact on the legal profession, changing the relationship between businesses and their lawyers for the better.

Education:
University of Florida Levin College of Law, J.D. cum laude
University of Florida, B.A. cum laude

Bar Admissions:
Florida
Associate Attorney
Sam’s role at GenCo is working day-to-day on everything from triaging time-sensitive Human Resources related decisions to diligence on multi-million dollar M&A activity. In his time Continue...
Sam SeamanAssociate Attorney
Sam’s role at GenCo is working day-to-day on everything from triaging time-sensitive Human Resources related decisions to diligence on multi-million dollar M&A activity. In his time at GenCo, Sam has interfaced with personalities ranging from C-suites to high-powered law firm partners. He works with GenCo clients who span the healthcare space from post-acute care providers with facilities across the country to tech startups rapidly integrating themselves into the evolving healthcare industry.

Sam structured his training and career around the idea that, in order to provide quality legal services to companies, the business and its needs are the first things to consider, with the legal analysis to follow. To this effect, Sam acquired a Master’s in Business Administration before going to law school. Sam then spent two and a half years working part-time in conjunction with his law school classes in the general counsel’s office of a publicly-traded surgical implant company, working in a cross-section of business and healthcare law on a global scale. There, he gained practical experience in corporate, commercial, complex litigation, employment, compliance, and regulatory legal matters. Also while in law school, Sam was a general editor on one of his law school’s prestigious journals, a part-time competitive youth soccer coach, and co-recipient of the “best draft” award at a national transactional competition. Sam has worked with, trained under, and competed against attorneys and law students ranked as the best in the country.

This career path has led Sam to GenCo, where he aspires to bring a positive change to the legal profession and the way it interacts with the businesses it serves. To him, this positive change is encapsulated in GenCo’s Legal Moneyball™ formula. Small and midsize businesses’ legal spend does not need to be an ever-increasing cost that corresponds to the growth of a business. The smarter approach is for legal to be a business partner where the value of the partnership is more important than an hourly rate or prestigious name.

In his personal time, Sam is involved in his wife Lauren’s historic preservation activities in the many historic areas of Tampa. He also volunteers his time to help in coaching the transactional law team he helped to start while in law school.

Education:
University of Florida Levin College of Law, J.D. cum laude
University of Saint Mary, M.B.A.
University of Kansas, B.A.

Bar Admissions:
Florida
Lead Law Clerk
Kurt is a leader and corporate change agent, with a track record of success implementing and executing strategies at organizations ranging from the Fortune 100 to Continue...
Kurt HutsonLead Law Clerk
Kurt is a leader and corporate change agent, with a track record of success implementing and executing strategies at organizations ranging from the Fortune 100 to bootstrapped start-ups. Thanks to the introduction from a mutual media connection and inspired by Bryan’s vision for a disruptive new legal model, Kurt joined GenCo as one of its founding members. Having a unique background of change management consulting and business development, Kurt’s focus at GenCo is optimizing people, processes, products, and providing clerk support to the firm’s diverse portfolio of healthcare technology companies as the firm continues its rapid national expansion.

A native of the Midwest, Kurt was fortunate to grow up in a small supportive community. His father was a solo practitioner, and to Kurt and everyone in the town, he was the real-life Atticus Finch. His practice included everything from part time public defender to complex civil litigation, and everything else that walked through his door. Kurt’s father gave him a role model for how to be both a successful lawyer and entrepreneur, and from a young age, Kurt knew he wanted to be both.

To gain the knowledge and skills to attain that goal, Kurt needed to take his game to a higher level. He found his ticket in a Division 1 football scholarship. There, Kurt’s coaches and mentors challenged him to build an off the field resume just as impressive as the one he had built on the field. Heeding that advice, Kurt spent his last semester of college interning for a think tank in Washington D.C., where he saw firsthand the invaluable power of networking.

Armed with discipline, the work ethic of a college athlete, and a cast of supportive mentors, Kurt entered the world of management consulting. For the next five years, Kurt expanded his network living and working all across the country, from San Francisco and Dallas Texas to New York City. Over that tenure Kurt’s engagements have included everything from leading a strategic reorganization of key branches for the largest non-profit in its industry, to designing and deploying organizational effectiveness surveys to Fortune 100 Companies, and playing a key role in securing $1M in funding for a nationwide platform to recruit millennials to Congress.

Kurt’s passion for the people and process side of the business equation, led him to law school, where he found that combining his consulting experience with a business law curriculum would allow him to realize his goal, and become both a lawyer and an entrepreneur. Through these experiences, Kurt brings a unique perspective and business-first mindset to his role at GenCo. Having sat on the opposite side of the table, he understands that businesses want innovative, cost-conscious legal solutions.

Education:
University of Florida Levin College of Law, J.D. Expected Graduation Date May 20, 2018
Kent State University, B.A.

Certifications:
University of Richmond Robins School of Business, Executive Education Course, Leadership and Strategic Communication
American College of Sports Medicine, Certified Personal Trainer
Executive Assistant
Renee is the firm’s Executive Assistant, and is a valued part of the GenCo family despite operating her innovative “virtual assistant” business from Michigan. She assists Continue...
Renee NovakExecutive Assistant
Renee is the firm’s Executive Assistant, and is a valued part of the GenCo family despite operating her innovative “virtual assistant” business from Michigan. She assists with the firm’s client account management and scheduling, helping the GenCo lawyers provide the best customer service and be as efficient as possible. She’s also the master of GenCo’s monthly flat fee invoicing and streamlined time summaries, which clients love for its transparency, simplicity, and predictability. She regularly interfaces with clients and is very responsive to client requests- the only time you’ll see her rare “out of office” message is if her boys are playing baseball or a Michigan game is on!

Summa Cum Laude from Baker College with a Bachelor’s Degree in Business Management
Project Manager
Amy is a “guru” of organization. Amy has been widely recognized in former roles she’s held, including an elementary school educator and media specialist. Amy has Continue...
Amy RotellaProject Manager
Amy is a “guru” of organization. Amy has been widely recognized in former roles she’s held, including an elementary school educator and media specialist. Amy has also run her own successful professional organizing business focused on the needs of high net worth individuals providing little margin for error.

With a resume highlighting excellence and attention to detail, Amy brings her vitality and creativity as she takes on one challenge after the next. With GenCo, Amy takes pride in making the firm’s environment and processes one where our team plays its Legal Moneyball™ in a manner as efficient as possible, ultimately an invaluable benefit to our clients.

In short, Amy is the glue behind GenCo’s positive culture.

Barry University – Bachelor of Arts
Major – Communication Arts
Master’s Degree
Science and Elementary Education
University of South Florida
Graduate Certificate
Library and Information Science
It’s time to rethink corporate legal support.

Contact Us

Tel: 813.228.0306

100 S Ashley Dr.
Suite 375
Tampa, FL 33602

info@gencolegal.com