In this episode of Founders, Future, with host Karyn Vadnais, we meet Roger Kitchen Jr., founder of Power Mental Performance, who helps athletes and high-performing professionals excel under pressure. Roger shares his unconventional journey from training NASA teams to becoming a mental skills coach for NCAA athletes, revealing how a chance encounter with a sports psychologist sparked his passion for performance psychology. He discusses his signature "Do Hard Well" methodology, which helps clients overcome adversity, boost confidence, and adapt to stress—techniques he first tested on himself during his return to competitive powerlifting after a 24-year hiatus.

Roger opens up about building his business through organic growth and referrals in the competitive sports world, working with teams ranging from high school volleyball to Division I basketball programs. He emphasizes the importance of empathy in his client intake process and customized mental training plans. For fellow entrepreneurs, Roger stresses perseverance ("on the other side of hard is everything you want") and shares hard-won lessons about valuing your services appropriately—including how doubling his prices actually increased client conversions. Tune in for insights on turning a passion into a sustainable business while making a real impact.