Tony Rutherford has built his career on helping businesses grow stronger, smarter, and more resilient. As a commercial business consultant and co-owner of CopperFox in New Zealand, he brings more than 30 years of experience in finance, procurement, and business transformation. After spending two decades in the corporate world, rising to the level of CFO, he decided to take his knowledge into consulting. For the past 10 years, he has been supporting businesses on a fractional basis, focusing on performance, sustainability, and long-term value.
His inspiration came from the unique culture of small and medium-sized businesses in New Zealand. Many entrepreneurs have the drive and vision but lack the right guidance to scale up successfully. Others are at the point of exit and need support to make the process financially sustainable. In between are businesses seeking project-based help, particularly in data-driven decision-making, analytics, and process automation through AI. Tony finds joy in being part of these journeys, whether it is turning around struggling companies or helping ambitious start-ups reach their potential.
The strength of CopperFox lies in how it engages with clients. The firm’s name reflects its philosophy: Copper stands for conduct, endurance, and delivery, while Fox represents sensing, adapting, and outmanoeuvring challenges. Together, this means creating impact through conductivity and agility. In a competitive consulting environment, this mix of structure and adaptability makes CopperFox stand out. Tony has also faced challenges, especially in the years following the pandemic when economic uncertainty in New Zealand made running a sustainable business more complex. His response has been to scale back when needed and stay agile, keeping his focus on long-term goals rather than short-term setbacks.
One of his proudest achievements is the trust clients place in him when they are struggling the most. Around 80 percent of his work involves helping businesses in trouble find their way back to stability. The remaining 20 percent focuses on high-growth start-ups that are looking to expand. Both roles are rewarding in different ways and give him the chance to apply his expertise where it matters most.
Looking ahead, Tony believes the consulting industry will go through major changes driven by technology. Artificial Intelligence will push consultants to operate higher in the value chain, while large firms with heavy overheads may face collapses or mergers. He sees these changes as an opportunity for smaller, agile firms like CopperFox to thrive. For Tony, innovation is not just a buzzword but a practice. He and his team are early adopters of technology, though they prefer to be the “second cab on the rank” rather than the first, learning from others’ mistakes while still staying ahead of the curve.
His leadership style reflects the same balance of structure and flexibility. He describes himself as collaborative and grounded, focused on outcomes but always mindful of the contributions of others. He works closely with clients, drawing from their in-house expertise, and celebrates shared successes along the way.
To young professionals and entrepreneurs, Tony’s advice is simple but powerful: start early and never give up. He encourages them to build a strong circle of trusted people who will be there for the long run, what he calls a “soul tribe.”
Even at 60, Tony remains passionate about his work and has no plans to slow down. His vision for the future includes continuing to grow CopperFox while enjoying the freedom of living, working, and traveling as a digital nomad. For him, the future is not about stepping back but about embracing new ways of working and living. Through his career, Tony Rutherford has shown that success is not just about numbers and strategies but about adaptability, trust, and meaningful impact. His journey with CopperFox proves that with the right mix of expertise and agility, businesses can not only survive challenges but also thrive in the face of them.