Allyson Felix has taken a monumental step in women’s sports by launching Always Alpha, a pioneering management firm specifically dedicated to female athletes. This new venture is designed to elevate women’s sports and tackle outdated management practices that fail to cater to the unique needs of women in athletics.
Breaking New Ground in Women’s Sports
As an Olympic champion and advocate for women’s rights, Allyson Felix has a vision for transforming the sports industry. Alongside her brother, Wes Felix, and sports executive Cosette Chaput, they founded Always Alpha to shift the paradigm from traditional, one-size-fits-all management models to something much more personalised and effective.
- “I needed to build what I wished existed,” Allyson says, expressing her desire to create a supportive environment for female athletes.
Always Alpha aims to empower women who are not just athletes but multifaceted individuals—coaches, broadcasters, entrepreneurs, and advocates.
Why Always Alpha Matters
Addressing the Gaps
The sports management industry has historically been male-centric. Traditional frameworks are often insufficient for women who juggle multiple roles and responsibilities. Cosette Chaput puts it succinctly:
- “These traditional frameworks fail to recognise the unique strengths and potential of female athletes.”
Always Alpha is set to change that narrative by:
- Providing tailored support for female athletes
- Offering a platform for diverse opportunities
- Encouraging women to voice their ambitions and build their futures
Empowering the Next Generation
Allyson Felix knows firsthand the challenges female athletes face. With 20 World Championship and 11 Olympic medals to her name, she has navigated a complex landscape.
- “I see Always Alpha as a chance to help guide the next generation,” she says.
This initiative is about leveraging her experience to create pathways for young women in sports, helping them explore options in motherhood, entrepreneurship, multimedia, and beyond.
A Dynamic Team Behind Always Alpha
The leadership team at Always Alpha is impressive. Chaput has made history as a digital marketing lead for the 2028 Olympic Games and as the first female vice president at Wasserman, representing top talent in sports. Her expertise will play a crucial role in shaping the firm’s direction.
- “Women’s sports is an underserved and undervalued billion-dollar industry,” Chaput asserts.
Strategic Support from Dolphin
Dolphin, a NASDAQ-listed company, supports Always Alpha, adding further credibility and resources. Dolphin’s portfolio includes various marketing and communication firms that have helped many brands reach new heights.
- “Bringing our reach into women’s sports is a natural extension for Dolphin,” says CEO Bill O’Dowd.
This backing means that Always Alpha will have the tools and connections necessary to create real impact in the industry.
The Future of Women’s Sports
Always Alpha represents a turning point. The firm’s mission goes beyond talent management. It’s about creating a holistic environment where women in sports can thrive.
Key Objectives:
- Personalised management: Tailored support that recognises the unique journeys of female athletes.
- Diverse opportunities: Encouraging women to explore various career paths within and beyond sports.
- Community building: Fostering a supportive network of female leaders and change-makers.
Real Stories from Real Women
The launch of Always Alpha is about real women and their stories. It’s a chance to celebrate the incredible achievements of female athletes and highlight their struggles.
Take Allyson Felix, for example. Beyond her athletic achievements, she launched the first-ever Olympic Village nursery at the Paris 2024 Games to support athletes with children. This is the kind of progressive thinking that Always Alpha champions.
- “Women are more than athletes; we’re advocates and entrepreneurs,” says Chaput.
Addressing Audience Concerns
Many people wonder what this means for the future of women in sports. Will Always Alpha be able to drive change? Here’s why I believe it will:
- Strong Leadership: With leaders like Felix and Chaput at the helm, the firm is well-positioned to succeed.
- Community Focus: Always Alpha aims to build a community where women can support one another.
- Innovative Approach: The firm’s dedication to personalised management will revolutionise how women’s sports are viewed.
Conclusion: A New Era for Women in Sports
Always Alpha is not just another management firm; it’s a movement. A movement that empowers women to break barriers, find their voices, and create a better future for themselves in sports and beyond.
- “This is a dream realised,” Allyson states, reflecting on her vision for the firm.
By embracing the complexities of modern female athletes’ lives, Always Alpha is set to redefine what it means to be a woman in sports today.
Always Alpha is here to reshape the narrative, and I couldn’t be more excited about what the future holds.
