Allyson Felix & Cosette Chaput, Always Alpha
Allyson Felix is not only known for being the most decorated American track & field athlete of all time; she is also known as an advocate, an entrepreneur, a mother, a change-maker, and more. Felix’s most recent addition to her resume? Co-founding a first-of-its-kind women’s sports management firm, Always Alpha.
Felix’s desire to create a management firm focused on women’s sports was inspired by her personal experience as a multi-dimensional athlete, coupled by the surge in popularity that the women’s sports industry is currently experiencing.
“This momentum around women’s sports made me want to bring all the knowledge that I’ve learned and gathered to help others and to help women,” said Felix. “For me, it has a lot to do also with legacy and with helping the next generation.”
In partnership with her brother and longtime business partner, Wes Felix, and long-time sports agent and marketing executive, Cosette Chaput, Felix is aiming to revolutionize the way that women athletes are represented. The firm hopes to address the dated, transactional talent management models that were not necessarily developed to serve women athletes and all of their dynamic layers. The team at Always Alpha believes that womanhood is multi-dimensional and that personal management should be customized to reflect that.
“Women are more than athletes, more than an afterthought, and more than the current system is built for,” said Chaput. “Always Alpha is reimagining modern talent management for today’s athletes, investors, moms, entrepreneurs, broadcasters, coaches, advocates and change-makers.”
This is not the first time that Felix is launching a first-of-its-kind business in the women’s sports space. In 2019, Felix, founded, Saysh, which is a women’s lifestyle brand best known for its signature sneaker, the Saysh One, which was designed specifically for the unique contours of women’s feet. Felix started Saysh after recognizing a white space in the market since existing retailers were failing to create footwear specifically for the female athlete.
“For me, it’s really been a journey. First, stepping out and creating Saysh and saying that women deserve better,” said Felix. “[Always Alpha] has been the natural next step. As women’s sports is thriving, we want to show up and say, ‘we see you in your full self and we’re here to support you.’”
The firm is backed by Dolphin (NASDAQ: DLPN), which is a leading entertainment marketing, production, and content development company. Always Alpha joins Dolphin’s roster of best-in-class celebrity, influencer, and entertainment marketing companies, as Dolphin is setting out to bring its expertise in the entertainment industry to the sports world.
The name, “Always Alpha” was selected to capture the spirit of the women athletes and leaders that the firm hopes to represent.
“By definition, ‘alpha’ is not masculine at all. It’s the first of something; the most powerful, bold, and assertive,” said Chaput. “Yet, society has conditioned it to be very masculine. We really want to reclaim that power and channel it to women.”
