Allyson Felix, the most decorated American track and field athlete in history, has taken another significant step in her mission to uplift women in sports.
On Tuesday, Oct. 8, 2024, the Olympic gold medalist announced the launch of her new sports management firm, Always Alpha, which is dedicated to empowering and supporting female athletes across all sports.
“This is a first-of-its-kind agency that is focused on women’s sports,” Felix said in an interview with USA Today. “We need to be focused on these athletes, and that’s what we’re here to do—help grow their brands and do it in a nontraditional way.”
The launch of Always Alpha comes on the heels of Felix’s continued efforts to champion women’s rights and initiatives, including her creation of the women’s lifestyle brand Saysh and advocating for the first-ever nursery at the Paris Olympic Village this past summer.
With her latest venture, Felix aims to provide female athletes, broadcasters, and coaches with the support they need to maximize their platforms and make lasting change in the sports industry.
Felix co-founded Always Alpha alongside her brother, Wes Felix, and Cosette Chaput, with backing from Dolphin’s marketing division, a prominent entertainment marketing firm.
Unlike traditional sports management firms, Always Alpha is designed to address the unique challenges that women athletes face, with a focus on amplifying their stories and creating opportunities that extend beyond their sports careers.
“Women deserve more, and it’s about time there was a management firm fully focused on women’s sports at scale,” Felix wrote in an Instagram post. “@always.alpha is the next chapter in my mission to create what I wished had existed long ago—guiding the next generation to build the future they dream of.”
Felix’s legacy extends far beyond the track. She retired from competition in 2022 with 20 world championship medals and 11 Olympic medals to her name.
Now, she’s committed to using her platform to advocate for women’s empowerment. In addition to launching Always Alpha, Felix has become a powerful voice for racial equity and maternal health.
In 2019, she testified before Congress on racial disparities in maternal mortality rates and was recently awarded a $20 million grant to further advance Black maternal health initiatives in the U.S.
“When I think about Always Alpha, I think about legacy, and that’s a huge part of why I’m doing this,” Felix said. “I want to pass down the wisdom I’ve learned throughout my career to the next generation of athletes.”
With the launch of Always Alpha, Felix continues her remarkable journey as a trailblazer, ensuring that future generations of women athletes are empowered, supported, and given the opportunity to thrive on and off the field.
