Flip the Culture, founded by Birmingham native and former Division I student-athlete Ernest “E” Josiah Kenty, was created to solve one of the most overlooked challenges in sports: the psychological and identity transitions athletes face at every stage of their athletic journey.

From early development to the final whistle, athletes are trained to perform, but rarely taught how to transition. Most navigate injuries, role changes, program shifts, and the end of their career without the mental framework to understand what’s happening to them.

E experienced this firsthand. After multiple injuries and a near career-ending setback, he battled the identity loss and uncertainty that so many athletes silently endure. That journey eventually led him to the TEDx stage, where he shared the very problem Flip the Culture now exists to solve: athletes aren’t prepared for the transitions that define their lives.

Flip the Culture exists to change that.
Rooted in E’s lived experience and his work as an award-winning educator, Certified Financial Education Instructor, and author, Flip the Culture transforms an athlete’s passion into psychological readiness. We teach athletes how to value transition rather than fear it, using mindset training, storytelling, and structured transition mapping.