GOAT Mentality: A Brand Born from the Grind

When I think about what it means to embrace the GOAT (Grind, Overcome, Achieve, Triumph) mentality, I’m reminded of my personal journey as a woman in a male-dominated semi-pro football world. For years, I have been a pioneer on the sidelines, not just capturing the game but building a reputation in a space that has been, and continues to be, a challenge for women. I’ve consistently been around longer than most in semi-pro football photography, but that longevity hasn’t come without sacrifice. GOAT Mentality symbolizes more than a mindset—it’s a reflection of the path I’ve walked and the community I serve.

As a woman, the challenges extend beyond the normal pressures of the job. Whether it’s navigating safety concerns at away or night games, or the frustrating reality that some bookings are made based on misguided intentions rather than the value of my work, the obstacles can feel endless. I’ve had to stand firm in demanding compensation for my time and expertise while others often expect volunteer work—especially since many women on these sidelines are there for reasons tied to their relationships with players. This makes me an outlier, the woman who insists on being paid for her professional contribution, rather than donating time out of attraction to the sport or its players.

The Birth of GOAT Mentality: A Brand Rooted in Community

GOAT Mentality isn’t just my personal story, though. It reflects the stories of the players, teams, and communities we serve. The brand was born during one of the most challenging times in recent history—2020, when COVID-19 shut down most sports leagues. The ECFL was one of the few that continued operating, and I was one of the only photographers documenting it. That season saw much more than just football. Mental health struggles were quietly surfacing everywhere, and people were quick to judge these men for putting themselves at risk. But for many, football was the only outlet they had left.

For some, football was a lifeline. I remember seeing men fresh out of prison step straight into semi-pro football as their way back into society. The game gave them a place to focus their energy and reclaim a sense of purpose. That’s when GOAT Mentality was born. The first t-shirts went up for sale, symbolizing the resilience and perseverance of not just the players, but everyone who’s ever had to grind through life.

Mental Health, Football, and the GOAT Vision

As the seasons went on, I heard more stories from players about how football was saving them—keeping them out of trouble, providing structure, teaching them discipline and respect. Football wasn’t just a game; it was shaping these men into the people they wanted to become. GOAT Mentality became more than just a phrase—it became a way to honor those stories. The brand expanded into youth football, recognizing the same trials and tribulations young people face. For many youth, sports are a stepping stone to higher education, a better life, or simply a way to stay active and healthy in communities where negative influences loom large.

Building for the Future

Our mission is bigger than football—it’s about mental health awareness within the sports community. We’ve brainstormed creative ways to impact the communities we serve, and what we’re most known for is offering free photography services to a few teams each season. Many teams can’t afford professional media, and we believe everyone deserves to have their greatest memories captured.

We envision sponsoring GOAT athletes, shining a light on those who embody the GOAT mentality on and off the field. We also keep our apparel (towels, mouthguards etc) prices affordable, offering the same high-quality materials as big-name brands but at a fraction of the price. Our goal isn’t to make a huge profit; it’s to give back. Every dollar we make helps us offer more free services, like our pay-what-you-can senior portraits.

It’s a work in progress, but each step is driven by the same mentality that started it all—Grind, Overcome, Achieve, Triumph. That’s GOAT.