Retired Track Star Allyson Felix Opens Management Firm Focused On Women’s Sports

Source: FRANCK FIFE / Getty

Allyson Felix is the most decorated Olympian athlete in track and field. This year, she opened the first-ever daycare for athletes in the Olympic Village, after becoming an advocate for maternal health and fairness for pregnant athletes.

And she’s not done yet. Felix is now opening a firm, Always Alpha, dedicated to women’s sports. Variety was the first to report that she’s joining with her brother and business partner Wes Felix and executive Cosette Chaput in the new venture.

“Young athletes often ask me how I’ve diversified and consistently grown my business across marketing, media, entrepreneurship, venture, entertainment and impact,” Allyson Felix told Variety. “Wes and I did it ourselves piece by piece, out of necessity — because there wasn’t another option for transforming our vision into reality. With Always Alpha, we’re taking everything we learned and creating the modern management firm I used to dream of existing to help the next generation of talent do the same and build the future they, in turn, dream of too.”

Felix, 38, a married mother of two, is the most decorated woman in Olympic track and field history and the most decorated American track and field athlete in Olympic history. She specialized in the 200 and 400-meter races ultimately earning 11 medals (7 of them gold) in individual and relay events.

Always Alpha is under the parent company Dolphin, a publicly traded financing, marketing and communications company that works with individuals and brands to amplify their success, along with overseeing multiple red carpet premieres and events. Clients on their roster earned 24 Oscar nominations, 60 Emmy nominations and 25 Grammy nominations in 2024.

“Bringing our reach and influence into sports, and specifically to support women’s sports, is both a natural extension and a strategic no-brainer for Dolphin,” Bill O’Dowd, Dolphin’s CEO and a former athlete said. “Modern female athletes and sportscasters have interests outside of their sports. They are celebrities and influencers in their own right.”

Felix, who was named to the International Olympic Committee’s Athlete’s Commission this year, also has her own shoe brand, Saysh, built specifically for women. It offers athletes who are new mothers a complimentary pair should their shoe size change due to pregnancy, as often happens.

Felix says Always Alpha was born out of a desire to support her fellow female athletes.

“There used to be a lot of fear-driven narratives that once you were done competing, you were done. That couldn’t be further from the truth but it can be a scary road and I have made a lot of mistakes that could have been avoided,” she said. “So I see Always Alpha as a chance to use the lessons I’ve learned alongside a dynamic team to help guide the next generation in creating the right next chapter for them whether it be motherhood, entrepreneurship, impact work, investing, broadcasting and multimedia (books, podcasts, documentaries) or something entirely new.”