Allyson Felix and Cosette Chaput, Courtesy of Forbes
As women’s sports grow in popularity, and gain the attention they have deserved for so long, it is time for sports management agencies to grow and adapt to properly support women athletes.
That is why Olympian Allyson Felix, her brother and business partner Wes Felix, and sports executive Cosette Chaput co-founded Always Alpha, the first women’s sports management firm.
Always Alpha will offer personalized support and provide opportunities to women athletes, coaches, and broadcasters, and also support them in the multidimensionality of womanhood. On the firm’s website, always-alpha.com, it is described as “Modern management elevating, empowering and unlocking the limitless potential of today’s Athletes. Investors. Moms. Entrepreneurs. Broadcasters. Coaches. Advocates. Change-makers.”
The goal of Always Alpha is to be a modern sports management firm, break past the barriers of the dated traditional frameworks and models geared towards men, and cater specifically to the potential and strengths of women athletes. They want to empower women in sports, uplift their voices, and help them to further break barriers inside and outside of sports.
Felix said in an interview with Forbes, “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. For me, it has a lot to do also with legacy and with helping the next generation.”
Felix is the most decorated woman and American in track and field history, winning 11 Olympic medals, seven of them gold, across five Olympics from 2004-2020 in the 200m, 400m, 4x100m, and 4x400m.
Now, as an entrepreneur, and with experience in media and marketing, Felix has been an advocate for women in sports, and wants to be able to provide them the support she wishes she had as an athlete and entrepreneur.
Courtesy of Allyson Felix (@allysonfelix) and Always Alpha (@always.alpha) on Instagram
In her Instagram post about Always Alpha, which was launched earlier this month, Felix (@allysonfelix) said, “Women deserve more and it’s about time there was a management firm fully focused on women’s sports at scale. [Always Alpha] is the next chapter of my mission to create what I wish had existed long ago–guiding the next generation to build the future they dream of.”
Felix is the perfect figure to lead a management firm like Always Alpha, as she has made a difference as an athlete, with her record 20 World and 11 Olympic medals, as well as off the track. She launched the Olympic Village nursery at this year’s Paris Summer Olympics to support athletes who are mothers. Felix was also elected to the International Olympic Committee Athletes’ Commission, which represents retired, current, and future Olympic athletes and helps them succeed inside and outside of sports.
With the difference women are making on and off the field in sports, and since women’s sports are finally growing in popularity, it is time they finally get the support needed to uplift and empower them.
“Women’s sports is an underserved and undervalued billion dollar industry,” Chaput said. “Women are more than athletes, more than an afterthought and more than the current system is built for. Always Alpha is reimagining modern talent management for today’s athletes, investors, moms, entrepreneurs, broadcasters, coaches, advocates and change-makers.”
Support women in sports and invest in women’s sports!
Edited by Giana Robertaccio
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