Allyson Felix, the most decorated American track and field athlete, has co-founded a groundbreaking women’s sports management firm called Always Alpha.
The firm aims to revolutionise the representation of women athletes amid a surge in interest in women’s sports.
Felix’s inspiration for Always Alpha stems from her experiences as a multifaceted athlete and the growing momentum in women’s sports.
“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,” she stated. “For me, it has a lot to do also with legacy and with helping the next generation.”
Joining her in this venture are her brother Wes Felix and sports executive Cosette Chaput. The team seeks to challenge outdated talent management models that fail to address the unique needs of women athletes. “Women are more than athletes, more than an afterthought, and more than the current system is built for,” Chaput said. “Always Alpha is reimagining modern talent management for today’s athletes, investors, moms, entrepreneurs, broadcasters, coaches, advocates and change-makers.”
Always Alpha is backed by Dolphin (NASDAQ: DLPN), an entertainment marketing and content development company, which aims to leverage its expertise in the sports world. The firm’s name encapsulates its mission to empower women in sports. “By definition, ‘alpha’ is not masculine at all. It's the first of something; the most powerful, bold, and assertive,” Chaput explained. “Yet, society has conditioned it to be very masculine. We really want to reclaim that power and channel it to women.”
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