AlwaysAthletes is a company.
Key people at AlwaysAthletes.
AlwaysAthletes was founded by John Richards (Co-Founder).
AlwaysAthletes was founded by John Richards (Co-Founder).
Always Alpha (noted in query as AlwaysAthletes, likely a variant or related entity) is a pioneering talent management firm exclusively dedicated to women's sports, empowering female athletes, broadcasters, coaches, and change-makers to build multidimensional careers on and off the field.[1][2] Founded by Olympic legend Allyson Felix, it operates with a mission to provide customized personal management that reflects the complexity of womanhood, addressing gaps in representation for women in sports through talent services, brand partnerships, and commercial opportunities.[1][2] Supported by Dolphin (NASDAQ: DLPN) and partnered with Deep Blue Sports and Entertainment, it focuses on key sectors like women's sports marketing, advocacy, and entrepreneurship, significantly impacting the startup ecosystem by creating new commercial pathways for female talent and fostering industry growth.[1][2]
Launched in October 2024, the firm serves emerging and established women in sports, solving problems like inadequate representation and limited diversification opportunities that Felix herself faced.[1][2] Its growth momentum includes a strategic joint venture with Deep Blue Sports in early 2025, financial backing from Dolphin, and events like the Business of Women’s Sports Summit, positioning it to build an entirely new category in women's sports marketing.[2]
Always Alpha was founded in October 2024 by seven-time Olympic gold medalist Allyson Felix, her brother and longtime business partner Wes Felix, sports executive and CEO Cosette Chaput (former Wasserman agent), and Dolphin CEO Bill O’Dowd.[1][2] The idea emerged from Felix's personal experiences navigating her career across marketing, media, entrepreneurship, venture capital, entertainment, and advocacy—areas where she built her brand (e.g., Saysh footwear) and championed maternal health—out of necessity due to a lack of tailored support for women athletes.[1]
Early traction came from recognizing the underrepresentation of women in sports management; Felix often fielded requests for agency recommendations but had none to confidently provide.[2] Supported by Dolphin's marketing ecosystem from day one, the firm quickly expanded through a 2025 partnership with Deep Blue Sports, a women-owned agency, enabling joint ventures in brand partnerships while maintaining independent operations.[2] This collaboration marked a pivotal moment, amplifying their reach across sports leagues and events like the Cannes Lions Festival.[2]
(Note: A separate entity, Alwaysathletes Co LLC, was incorporated in Lehi, Utah, in 2008, specializing in business services, but lacks clear ties to Always Alpha and appears unrelated based on available data.[3])
Always Alpha rides the explosive growth of women's sports as a cultural and commercial force, fueled by rising viewership, media rights deals, and investor interest in gender equity—trends accelerated post-2024 Paris Olympics.[2] Timing is ideal amid market forces like untapped brand sponsorships in women's leagues (e.g., NWSL, WNBA), where agencies like Always Alpha pioneer a "non-existent" marketing category by onboarding hesitant brands.[2]
It influences the ecosystem by bridging talent management with entrepreneurship, enabling athletes to launch ventures (mirroring Felix's path) and hosting summits that convene industry leaders, thus democratizing access and scaling women's sports startups.[1][2]
Always Alpha is poised to dominate women's sports management as partnerships deepen and women's leagues professionalize further. Upcoming trends like AI-driven fan engagement, global media expansions, and impact investing will shape its trajectory, potentially evolving it into a full-service platform with proprietary tech for athlete branding. Its influence could redefine equity in sports business, turning barrier-breakers into industry owners—echoing Felix's vision of the firm she once dreamed existed.[1]
Key people at AlwaysAthletes.
