Allyson Felix Launches Women's Sports Firm Always Alpha

Allyson Felix, the most decorated American track and field athlete, has co-founded a groundbreaking women's sports management firm named Always Alpha, aimed at revolutionizing the representation of female athletes. Drawing from her personal experiences navigating a male-dominated sports industry, Felix emphasizes the need for a tailored approach to athlete management that acknowledges the multi-dimensionality of womanhood. The firm, which partners with her brother Wes and former Wasserman executive Cosette Chaput, is supported by Dolphin Entertainment and will cater to women athletes across all sports, not just track and field. Felix's motivation stems from recognizing the current system's inadequacies and her desire to create opportunities for future generations. Always Alpha seeks to provide comprehensive support, including brand partnerships and media production, to empower women athletes and advocates. This initiative follows Felix's previous successes, including her women's footwear brand, Saysh, and her advocacy for women's health and representation in sports.