Kofi Josephs is building a blueprint for mental resilience in basketball

Kofi Josephs is not your typical pro athlete.

The 6’6” guard, who holds the record for the most points scored in a single BBL game by a British-born player, is a model, a business owner, and a man on a mission. While basketball has been his platform, his true calling might be something bigger—reshaping the way young athletes approach mental health.

His initiative, Why Not I, is more than just a brand. It’s a movement aimed at destigmatising mental health struggles in sports, using community activations and education to empower the next generation. Through Why Not I Workouts, he’s creating a space where young athletes—starting with basketball but expanding to football, tennis, and beyond—can develop not just physically, but mentally.

“If you want to improve as an athlete, you’re gonna have to push yourself,” Josephs explains. “And understanding that you have the right mental tools to support yourself whilst you’re going through the difficult times… that’s why we branch out into football and a whole bunch of other major sports in the UK.”

A Lifeline Through Basketball

Josephs’ journey to this point wasn’t easy. Before he became a professional, before he broke records, before he launched his own company, there was a pivotal figure in his life: Mr. Thompson.

“He was one of the first men in my life, especially a Black man, that I saw as a role model,” Josephs recalls. “Not in terms of just career—he was kind and spoke professionally. He was very understanding, and he gave me time and supported me in the ways that I needed.”

For a young Kofi, growing up without his father, that presence was transformative. It was about more than basketball; it was about learning how to navigate life. Now, Josephs hopes to be that guiding force for young athletes facing their own struggles.

The Weight of Expectations

Like so many athletes, Josephs has had to battle adversity. His time in the U.S. for university basketball was marked by physical and mental obstacles that nearly ended his career before it began.

“I broke my hip twice, so I had two major hip surgeries,” he says. “Which kind of made me believe my professional career was already over before it began.”

Injuries are an inevitable part of an athlete’s life, but they can be career-defining. For Josephs, they became a source of mental strain. The uncertainty of whether he would ever play at a high level again, coupled with the lack of resources available for mental health in sports, pushed him toward a new purpose.

Turning Struggle Into Strength

“The real kicker that made me want to start my own mental health company was my own mental health issues,” Josephs admits. “I struggled with a lot of stress, depression, anxiety, imposter syndrome. All sorts of things through my childhood, growing up with a lot of trauma. But then learning about it within my degree was good, and I really wanted to help people.”

That personal experience, combined with his psychology education, led to Why Not I. Its mission is clear: to ensure that young athletes have the mental resilience needed to thrive in sports and life.

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Changing the Game

Through Why Not I Workouts, Josephs is integrating mental well-being education into athletic training. Young players aren’t just working on their jumper or their footwork; they’re learning how to handle pressure, build confidence, and stay mentally strong through adversity.

“The premise of Why Not I Workouts is to use the vehicle of sport to communicate and educate mental health and well-being,” Josephs explains. “Because quite a lot of young athletes are super talented, but if you lose your head and your mental health goes, you can’t perform.”

The initiative is growing. This July, Manchester will host the next round of Why Not I Workouts, and the reach is expanding beyond players. Young videographers and photographers are being invited to document the sessions, giving them an opportunity to gain experience in sports media.

Josephs is clear about his vision: it starts with basketball, but it won’t stop there. Why Not I is about creating a system of support, something he wishes had been available when he was coming up.

“If you don’t have the right mental tools, you’ll burn out and you won’t become what you could be.”

For Josephs, basketball was just the beginning.

Now, he’s playing a much bigger game.