Keith Lee: From Fighting in the Ring to Fighting for Small Businesses

From Fighter to Food Fixer: Keith Lee is a former MMA fighter turned TikTok food critic whose taste buds and authenticity have become a lifeline for small restaurateurs and communities overlooked by mainstream media.

This year, he is being honored with the Impact Award at the 2025 JoyTutor Celebrations of Courage Awards, taking place on September 6th. With nearly 17 million followers across platforms, Keith’s mission is clear: amplify the underrepresented while speaking truth with heart and integrity.

Keith Lee – Impact Award Honoree: (Photo Credit: Salon.com/Getty Images)

The Birth of the “Keith Lee Effect”

Keith began sharing food reviews in 2020, recording simple, honest videos from his car. What started as a way to overcome social anxiety quickly became a phenomenon. His straightforward reviews—no frills, no fluff, just heart and honesty—began to change the lives of small, family-owned restaurants.

Now widely known as the “Keith Lee Effect,” restaurants featured on his TikTok often experience lines out the door, viral buzz, and dramatic increases in revenue. For owners struggling to survive, Keith’s reviews have been nothing short of life-changing. But it’s not just about food—it’s about visibility, dignity, and justice for small businesses that rarely get the spotlight.

From MMA to Millions of Meals

Keith’s path to this work is far from traditional. Before food reviews, he was an MMA fighter, training and competing at the highest levels of intensity. But when setbacks came, he discovered a new calling.

Using TikTok as a way to cope with his anxiety, he began sharing reviews—and people resonated with his authenticity. He wasn’t chasing clout or fame. He was sharing his truth. And in that honesty, millions found someone they could trust.

Courage in Every Review

What makes Keith stand apart isn’t just his taste for good food—it’s his integrity. He refuses preferential treatment, often having family members place orders anonymously to ensure every review is fair.

Even in moments of controversy—like his widely discussed Atlanta reviews—Keith maintained his values: speaking truth with kindness, honoring hardworking staff, and highlighting systemic issues within hospitality culture.

His courage sparked national conversations about fairness in customer service, equity, and the treatment of small businesses.

Expanding His Impact

Keith’s reach goes beyond social media. From partnerships to hosting events like the Family Style Food Festival in New York City, he continues to amplify culinary culture, community, and creativity. He is also using his platform to raise awareness about mental health, openly sharing how food reviewing helped him navigate anxiety and depression.

In every way, Keith is redefining what influence looks like: not in likes and views, but in the lasting change he brings to businesses, families, and communities.

Honoring Keith Lee’s Courage and Impact

At this year’s JoyTutor Celebrations of Courage Awards on September 6th, we are proud to honor Keith Lee with the Impact Award. His journey from fighter to food critic is proof that courage takes many forms—sometimes it’s stepping into a ring, other times it’s stepping into your car with takeout and telling the truth.

Keith Lee reminds us that courage, at its core, is using your voice to lift others. And through every meal, every review, and every honest word, he’s serving something far greater than food: he’s serving hope.