Track and field legend Allyson Felix has launched Always Alpha, a groundbreaking sports management firm centered on advancing women’s sports. As the most decorated athlete in her field, Felix has long been a fierce advocate for female athletes, especially in her efforts to amplify their voices and needs within the industry. Now, with Always Alpha, she is taking her commitment further by creating a management agency tailored specifically to the unique challenges and potential of women in sports.
Felix co-founded Always Alpha with her brother and longtime business partner, Wes Felix, and seasoned sports executive Cosette Chaput. The agency will be supported by Dolphin Entertainment, a key player in entertainment marketing and production, providing resources to help build the brand and increase visibility for its clients. This partnership is expected to allow Always Alpha to focus on comprehensive representation, addressing areas often overlooked in traditional, male-dominated sports management models. Always Alpha aims to disrupt these outdated norms by developing strategies that meet the specific needs and ambitions of female athletes, coaches, and broadcasters.
Felix’s own experiences have played a significant role in shaping the vision for Always Alpha. Throughout her career, she faced numerous challenges as a woman athlete, from navigating sponsorship contracts to advocating for proper maternity policies. Through Always Alpha, Felix hopes to bridge gaps she herself encountered, offering services that go beyond conventional athlete representation. The firm will provide opportunities for athletes to engage in projects, marketing, and sponsorship deals that reflect their values and aspirations both on and off the field.
Always Alpha’s mission is to empower women athletes by focusing on their unique strengths and influence, while working to elevate their presence in a predominantly male-centric industry. Felix and her team believe that prioritizing these elements will help create a platform for women to thrive, breaking barriers and redefining what success looks like in sports management for female talent.
In launching Always Alpha, Felix is not only contributing to the empowerment of women in sports but is also setting a new standard in how they are represented. This venture aligns with Felix’s legacy of championing women’s rights and her desire to inspire future generations. As female athletes continue to gain momentum and visibility, Always Alpha seeks to be a catalyst for change, providing representation that champions and amplifies women’s achievements across the sports landscape.
