Olympic legend Allyson Felix revolutionizes women’s sports management with her groundbreaking new venture, Always Alpha. The 11-time Olympic medalist leads this first-of-its-kind firm dedicated exclusively to women athletes.
Pioneering Vision for Women’s Sports Management
Felix has partnered with her brother Wes Felix and sports executive Cosette Chaput to create Always Alpha. Entertainment marketing company Dolphin provides crucial support for this innovative venture.
“Young athletes often ask me how I’ve diversified and consistently grown my business,” Felix shares. “With Always Alpha, we’re creating the modern management firm I used to dream of existing.”
Comprehensive Support for Female Athletes’ Success
Always Alpha aims to help women athletes build their brands beyond traditional paths. The firm extends its services to sports broadcasters and coaches who want to create meaningful change.
The management firm draws from Felix’s personal experience as an athlete-entrepreneur. Their mission focuses on empowering women who break barriers and own their voices.
Track Record of Women’s Sports Innovation
Felix’s commitment to supporting female athletes extends beyond Always Alpha. In 2021, she launched Saysh, a revolutionary shoe brand designed specifically for women’s bodies.
Additionally, she partnered with Athleta and the Women’s Sports Foundation to create The Power of She Fund. This initiative provides crucial childcare grants to athlete-mothers during competitions.
Continuing Legacy of Athletic Leadership
Most recently, Felix helped establish the first-ever nursery in the Olympic Village at Paris 2024. This partnership with Pampers supports athlete-parents competing at the highest level.
Her influence continues to grow with her appointment to the International Olympic Committee Athletes’ Commission. Moreover, she received a $20 million grant to advance Black maternal health in the U.S.
