Marie Burnham
Chair
South West Yorkshire NHS Foundation
- Healthcare & Safeguarding
- Health Systems & Governance
- NHS Leadership & Transformation
About Why Not I
Built by elite sport.
Backed by experts.
Why Not I combines lived elite sporting experience with psychology, safeguarding, governance, technology and behavioural science — building preventative mental performance infrastructure for the organisations that shape modern sport.
Why we exist
Elite sport has mastered measuring the body.
We’re building the infrastructure to understand the human behind the performance.
For decades, sport has invested in physical measurement — force plates, GPS units, sleep trackers, biomechanical models. The behavioural state driving that performance has remained mostly invisible.
Why Not I is preventative rather than reactive. We surface the behavioural signals that shape readiness, resilience and culture before they show up in results or in crisis.
The outcome is a shared source of behavioural intelligence: one that protects athletes and gives organisations earlier, better-informed decisions about the people at the centre of their performance.
Our principles
Four commitments that shape everything we build.
Prevention First
Support before crisis. Behavioural signals surface earlier than physical breakdown.
Athlete Trust
Privacy and psychological safety come first. Athletes control what they share.
Behaviour Before Performance
Behaviour typically changes weeks before physical performance does. That signal is the whole point.
Better Decisions
We help organisations make earlier, more informed decisions about the people at the centre of performance.
Founder & CEO
Kofi Josephs
Founder
Kofi Josephs
Founder & CEO
Former Great Britain international basketball player and psychology graduate. Kofi built Why Not I from direct experience of elite performance environments — and from years spent working with the people, clubs and institutions that shape them.
Great Britain International
Basketball
Team England, Commonwealth Games
National representation
Psychology Graduate
Academic grounding
Speaker & Mental Health Advocate
Public voice
Benjamin Zephaniah Localism Award
Recognition
Trusted by clubs, NHS, universities & governing bodies
Operating footprint
Advisory board
Leaders from the disciplines that matter most in elite sport.
Psychology, safeguarding, governance, law, technology, data and high performance — each advisor strengthens a specific pillar of how Why Not I is built and deployed.
Andy Etches
Co-Founder
Rezzil
- Founder & Sports Tech Advisor
- Performance Technology
- Innovation & Product Strategy
Lydia Edgar
Partner & Head of Sport
Brabners LLP
- Legal & Governance
- Sports Governance Advisor
- Strategic Partnerships
Ron Thompson
Former Chief Data Officer
NASA (Deputy Digital Transformation Officer)
- Chief Data Strategy Advisor
- Data & Analytics Leadership
- Digital Transformation
Dr Hannah Butler-Coyne
Chartered Clinical & Sports Psychologist
HCPC Registered · British Psychological Society
- Clinical Psychology & Trauma-Informed Practice
- Sport Psychology & Performance
- Consultation, Training & Research
Tegan Salter-George
Senior Software Engineer
JPMorgan Chase & Co.
- Former Lead Engineer, Macquarie Group
- Technical Advisor
- Engineering & Systems
Collective expertise
A capability set built for the full weight of elite sport.
Why Not I isn’t built around one founder. It’s strengthened by leaders across every discipline needed to transform athlete performance environments.
- 01Elite Sport
- 02Clinical Psychology
- 03Safeguarding
- 04Technology
- 05Legal
- 06Governance
- 07Data & Analytics
- 08Commercial Strategy
- 09Investment
- 10High Performance
- 11Neurodiversity & Inclusion
- 12Business Transformation
Built for elite environments
Privacy · Governance · Trust
Athlete-controlled sharing
Private by default. Athletes choose what becomes signal.
Role-appropriate access
The right people see the right level — never personal content.
Responsible data governance
Handled with the discretion elite environments require.
Behavioural, not clinical
Structured performance context — not diagnostic data.
Why Not I
Elite sport doesn’t need another wellbeing platform.
It needs better behavioural intelligence.
That’s why we built Why Not I.