Built From Experience. Driven By Purpose.
Tough Choices Foundation was born from a simple truth: the decisions young people make today will define the communities of tomorrow. We exist to make sure they don't have to figure it out alone.
Why Tough Choices Foundation Exists
Tough Choices Foundation was founded by Te'von Coney — a former professional athlete who understood firsthand that talent alone is not enough. The real game is played off the field: in the decisions you make, the habits you build, and the people you surround yourself with.
After his athletic career, Te'von saw a generation of young people — full of potential — without the guidance, mentorship, or real-world skills to navigate life's most critical crossroads. Schools were teaching academics. Nobody was teaching life.
So he built Tough Choices Foundation to fill that gap. A structured, immersive program that goes into the communities where young people live and learn — and gives them what they actually need: leadership, financial literacy, career exposure, entrepreneurship, and the mentorship to put it all together.
"I didn't just want to inspire young people. I wanted to equip them."
Equip. Empower. Elevate.
To equip young people with the leadership skills, financial knowledge, career awareness, and entrepreneurial mindset they need to make better decisions and build stronger futures — delivered directly into the communities that need it most.
A Generation That Leads.
A world where every young person — regardless of zip code, background, or circumstance — has access to the mentorship, guidance, and opportunity to become a leader in their own life and community.
Meet the Founder
Tevon Coney
Founder & Executive Director
Former Professional Athlete · Entrepreneur · Community Leader
Tevon Coney is an NFL athlete, entrepreneur, mentor, and founder of Tough Choices. Through Tough Choices, Tevon is focused on creating impact using his platform and resources to help youth, families, and communities make better decisions, build discipline, and create stronger futures.
Te'von founded Tough Choices Foundation on the belief that mentorship is not a luxury — it's a necessity. He has seen firsthand what happens when young people have access to the right guidance at the right time, and what happens when they don't. His mission is to make sure every young person gets that chance.
As the lead facilitator of every program, Te'von works alongside two paid assistants to deliver a structured, high-impact experience that cities, schools, and communities can trust. His approach is direct, authentic, and deeply rooted in the real challenges young people face today.
What We Stand For
Purpose-Driven
Every program, every session, every conversation is intentional. We exist to create real change — not just fill time.
Discipline & Accountability
We model and teach the discipline that transforms potential into achievement. Accountability is the foundation of everything we do.
Community First
We go where the need is greatest. Our work is rooted in the communities we serve, not above them.
Vision & Opportunity
We expand what young people believe is possible for their lives — and then give them the tools to get there.
Ready to Partner With Us?
Whether you want to bring the program to your city, support our mission, or learn more — we'd love to connect.