Allyson Felix starts a sports management company to support and uplift women athletes.
Allyson Felix is taking another step to empower women by launching a sports management firm focused on helping female athletes.
Allyson Felix is deepening her dedication to women’s initiatives with the launch of a new sports management firm aimed at empowering female athletes. On Tuesday, the Olympic gold medalist introduced her firm, Always Alpha, which focuses on supporting women in sports. This groundbreaking step builds on Felix’s brand, following the launch of her lifestyle brand, Saysh, and her work to create the first-ever nursery at the Olympic Village during the Paris Olympics last summer.
“We can all sense the momentum building right now. Our focus is on supporting these athletes, and that’s our mission. We’re here to help grow their brands in a unique, nontraditional way.”
“Women deserve better, and it’s time there’s a management firm that truly focuses on women’s sports at a large scale,” she shared in an Instagram post. “@always.alpha is the next step in my mission to create what I’ve long wished for—helping the next generation build the future they envision.”
Founded by the most decorated American track and field athlete, Allyson Felix, alongside her brother Wes and Cosette Chaput, Always Alpha will support women athletes across multiple sports, not just track and field.
“We’re aiming to support athletes, broadcasters, and coaches across various sports,” Felix explained. “Our focus is on finding incredible individuals with great stories who want to use their platforms to make a difference.”
The sports management firm is supported by Dolphin’s marketing division, an entertainment marketing company. Felix hopes Always Alpha will be another achievement in her post-track career, contributing to a lasting positive impact on women.
“When I think of Always Alpha, I think about legacy, and that’s a big reason I’m doing this,” Felix shared. “My journey wasn’t perfect, but I learned so much during and after my career. There are things I would have done differently, and I wish I had another chance to get it right. I want to share those lessons and pass on that wisdom. That’s what this is all about.”
Felix, who won 20 world championships and 11 Olympic medals before retiring in 2022, has since used her platform to advocate for women’s issues. In 2019, she testified before the U.S. House Ways and Means Committee about racial disparities in maternal mortality rates.
She also serves as a “Right To Play” ambassador and was recently appointed to the International Olympic Committee Athletes’ Commission. In July, Felix was awarded a $20 million grant from Melinda Gates’ $1 billion investment initiative to further her work in improving Black maternal health in the United States.
