Allyson Felix launches Always Alpha: a Sports Management firm focused on empowering women athletes

Olympic legend and women’s rights advocate Allyson Felix, along with her brother and long-time business partner Wes Felix and renowned sports executive Cosette Chaput, founded Always Alpha.

Their mission is to unlock the full potential of the sports industry and revamp outdated talent management models that no longer address the needs of today’s diverse athletes. “I needed to create what I wished existed,” Allyson Felix said.

Supported by Dolphin’s network of marketing and communications firms, Always Alpha is designed to empower modern women who are breaking barriers, amplifying their voices, and shaping a brighter future both on and off the field.

“Younger athletes often ask me how I’ve managed to diversify and expand my career across different industries, like marketing, media, entrepreneurship, venture capital, entertainment, and social impact,” Allyson Felix noted. “With Always Alpha, we’re using our collective experiences to build the kind of modern management firm I once dreamed of—one that will help the next generation of athletes achieve their goals and create the future they want.”

As the most decorated track and field athlete in history, Allyson Felix has earned 20 World Championship medals and 11 Olympic medals, including seven golds. In 2022, she made history by winning Olympic gold wearing shoes from her own brand, Saysh, which she co-founded with Wes Felix, an accomplished sprinter himself.