Rivers & Roads Consulting Acquires RYS Consultants, Expanding into Health Equity and DEIB Strategy

Oakland, CA – Rivers & Roads Consulting has announced the acquisition of RYS Consultants, a boutique firm founded by Dr. Ruth Shoge, OD, MPH, FAAO, that specializes in diversity, equity, inclusion, and belonging (DEIB) strategies for healthcare and education sectors.

This acquisition marks a significant step in Rivers & Roads’ continued growth and diversification, expanding its reach into health equity consulting, executive training, and organizational culture strategy. Through this integration, Dr. Shoge will join Rivers & Roads as a Consultant, leading initiatives focused on DEIB strategy, health workforce development, and inclusive leadership in both healthcare and higher education environments.

Founded in 2020, RYS Consultants has built a national reputation for its evidence-based approach to diversity and cultural competency training within the vision care and healthcare industries. The firm’s clients have included VSP Global, Johnson & Johnson Vision, the National Optometric Association, and the Association of Schools and Colleges of Optometry, among others.

“Dr. Shoge is a nationally respected voice in health equity and inclusion,” said Sam Shoge, Co-Founder and Partner at Rivers & Roads Consulting. “Her work at the intersection of clinical practice, public health, and social justice reflects the very essence of what Rivers & Roads stands for—bringing people together to solve complex challenges with clarity, compassion, and purpose. 

Dr. Shoge brings to Rivers & Roads more than 20 years of experience as a clinician, educator, and public health leader. She currently serves as Associate Clinical Professor and Chief Diversity Officer at the University of California Berkeley Herbert Wertheim School of Optometry & Vision Science, where she oversees institutional strategies to advance equity and inclusion in healthcare education. Her professional background includes leadership roles at UC Berkeley and Salus University, as well as service on national boards including Prevent Blindness, United Healthcare March Vision, Women in Optometry, and the American Academy of Ophthalmology Disparities in Eyecare Task Force.

“I’m honored to join Rivers & Roads at such a pivotal time,” said Dr. Ruth Shoge. “This firm understands that lasting change happens when strategy meets empathy and execution. Together, we’ll help organizations reimagine what inclusion looks like in practice—and ensure that equity becomes a measurable outcome, not just an aspiration.”

The acquisition of RYS Consultants reflects Rivers & Roads’ broader strategy to expand its service offerings and deepen its impact across new industries. By integrating specialized expertise in health equity, education, and organizational culture, the firm continues to strengthen its ability to help clients navigate complex challenges and drive meaningful change in the communities they serve.

About Rivers & Roads Consulting

Rivers & Roads Consulting is a strategy consulting firm that helps mission-driven leaders and organizations achieve bold results. We specialize in guiding nonprofits, businesses, municipalities, and project sponsors through critical moments — whether that’s leading an organization out of stagnation or delivering an innovative, high-impact project from concept to completion.