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Always Alpha

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uuid00sxog1

Namestring
Always Alpha
Legal namestring
Always Alpha Sports Management, LLC
Websiteurl
always-alpha.com
Company typeenum
Private
Founded yearstring
-
Descriptiontext

Always Alpha Sports Management, LLC is a privately held, women-founded sports talent agency based in Malibu, California, operating as Always Alpha. The firm was co-founded by Olympic champion Allyson Felix and Cosette Chaput with the stated positioning as the first management firm fully focused on women's sports. Its core offering is athlete representation services for female athletes, spanning brand building, sponsorship negotiation, ownership advisory, and long-term career equity planning — a model that explicitly extends beyond on-field performance into off-field earnings and post-career financial positioning. The agency earns revenue through commission-based professional services on athlete representation agreements.

In April 2026, Always Alpha completed its first acquisition, purchasing Courtside Talent — a woman-owned tennis management and advisory firm founded by Casey Reede. The transaction brought Grand Slam champion Sloane Stephens onto the agency's roster and added Reede as Head of Strategy & Growth, with responsibility for revenue generation, partnerships, and tennis expansion. This deal extended Always Alpha's footprint from its initial track-and-field orientation into tennis and signaled an M&A-led vertical expansion strategy.

The firm's business model is relationship-driven rather than technology-driven: core technology is not publicly disclosed, no AI or platform capabilities are evidenced, and the firm's primary assets are its founder brand (Allyson Felix), its athlete roster, and its network across women's sports. Distribution is direct, through signing individual athletes and acquiring complementary boutique agencies. Customer concentration is structurally high in commission-based representation, and revenue figures, funding rounds, and pricing details are not publicly disclosed.

Short descriptiontext

Always Alpha is a women-founded sports talent agency that exclusively represents female athletes, providing brand building, ownership advisory, and long-term career equity services. Co-founded by Olympic champion Allyson Felix, it has expanded into tennis via its 2026 acquisition of Courtside Talent.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
11–50
akta.pro rankint
HeadquartersLos Angeles, United States
HQ citystring
Los Angeles
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Offices1 record

Each record includes

City, Country, Type, Description, Source

Keyword5 values
athlete representation services, sports talent management, brand building services, athlete career management, women's sports agency
Industry2 codes
PRIMARYMPAKAMAA
Full-Service Athlete Talent Agencies (Contract Negotiation & Career Management)
Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Athlete Representation & Agency Services
SECONDARYMPAKAMAC
Athlete Marketing, Endorsement & Sponsorship Representation
Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Athlete Representation & Agency Services
NAICS code1 code
  • Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures71141
SIC code1 code
  • Services-Advertising Agencies7311
Product category
Sports Talent Management
Social media profiles2 records
GTM motion2 records

Each record includes

Type, Description, Source

Revenue model1 record
1Athlete Representation Services
TypeProfessional Services
Description

Always Alpha earns revenue through talent representation services for female athletes, including brand building, management, and career development. The agency model generates revenue through commissions from athlete representation, similar to traditional sports management agencies, with focus on off-field earnings and long-term career equity.

pulse2.com
Marketing channels3 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels1 record

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components3 values
Personnel, Marketing or Sales, Operations
GTM typeB2C
B2C
Offering typeServices
Services
Core offering1 text field

Always Alpha is a sports talent agency providing comprehensive representation services exclusively for female athletes. Its offerings include athlete representation, brand building, ownership opportunities, and long-term career equity management. Through the acquisition of Courtside Talent, the agency has expanded into tennis representation, signing Grand Slam champion Sloane Stephens to its roster.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 value
  • Women's sports projected to exceed $3 billion in global revenues by 2026
Product overview1 text field

Always Alpha operates as a unified sports talent agency platform built exclusively for women's sports. The core offering is the Always Alpha agency brand, which provides athlete representation services including brand building, ownership opportunities, and long-term career equity. Through its acquisition of Courtside Talent (a tennis-focused management firm), the agency has expanded into tennis representation, adding Grand Slam champion Sloane Stephens to its roster. The combined organization aims to build a modern representation model for female athletes.

Product and service1 record
1Always Alpha Athlete Representation
Scale indicator2 records

Each record includes

Type, Value, Description, Source

Partnership3 partners
1Courtside Talent
Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2026-04-08
Description

Always Alpha completed its first acquisition by purchasing Courtside Talent, a woman-owned tennis management and advisory firm. Courtside Talent founder Casey Reede joined Always Alpha as Head of Strategy and Growth, overseeing revenue generation, partnerships, and tennis expansion. This acquisition marks Always Alpha's official entry into tennis and brings additional expertise in tennis athlete representation.

2Sloane Stephens
Strategic tierCoreTypeOthersAnnounced on2026-04-08
Description

Grand Slam champion (2017 US Open winner) Sloane Stephens signed to Always Alpha's roster as part of the Courtside Talent acquisition. She joins the agency for comprehensive representation including brand building, ownership opportunities, and long-term career development.

3Casey Reede
Strategic tierCoreTypeOthers
Description

Founder of Courtside Talent, Casey Reede joined Always Alpha as Head of Strategy and Growth following the acquisition. She oversees revenue generation, partnerships, and tennis expansion for the combined organization.

pulse2.com
Recent move5 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight4 records

Each record includes

Type, Description

Market position
Weaknesses5 records

Each record includes

Headline, Details, Source

Competitive moat4 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Named customers1 record

Each record includes

Name, Industry, Type, Use case, Source, UUID

Segment1 record

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles3 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Always Alpha

Sports Talent Managementalways-alpha.com

Always Alpha is a women-founded sports talent agency that exclusively represents female athletes, providing brand building, ownership advisory, and long-term career equity services. Co-founded by Olympic champion Allyson Felix, it has expanded into tennis via its 2026 acquisition of Courtside Talent.

What Always Alpha does

Always Alpha Sports Management, LLC is a privately held, women-founded sports talent agency based in Malibu, California, operating as Always Alpha. The firm was co-founded by Olympic champion Allyson Felix and Cosette Chaput with the stated positioning as the first management firm fully focused on women's sports. Its core offering is athlete representation services for female athletes, spanning brand building, sponsorship negotiation, ownership advisory, and long-term career equity planning — a model that explicitly extends beyond on-field performance into off-field earnings and post-career financial positioning. The agency earns revenue through commission-based professional services on athlete representation agreements.

In April 2026, Always Alpha completed its first acquisition, purchasing Courtside Talent — a woman-owned tennis management and advisory firm founded by Casey Reede. The transaction brought Grand Slam champion Sloane Stephens onto the agency's roster and added Reede as Head of Strategy & Growth, with responsibility for revenue generation, partnerships, and tennis expansion. This deal extended Always Alpha's footprint from its initial track-and-field orientation into tennis and signaled an M&A-led vertical expansion strategy.

The firm's business model is relationship-driven rather than technology-driven: core technology is not publicly disclosed, no AI or platform capabilities are evidenced, and the firm's primary assets are its founder brand (Allyson Felix), its athlete roster, and its network across women's sports. Distribution is direct, through signing individual athletes and acquiring complementary boutique agencies. Customer concentration is structurally high in commission-based representation, and revenue figures, funding rounds, and pricing details are not publicly disclosed.

Always Alpha firmographics

Firmographics
Name
Always Alpha
Legal name
Always Alpha Sports Management, LLC
Website
https://always-alpha.com
Company type
Private
Operating status
Operating
Headcount range
11–50 employees
Short description
Always Alpha is a women-founded sports talent agency that exclusively represents female athletes, providing brand building, ownership advisory, and long-term career equity services. Co-founded by Olympic champion Allyson Felix, it has expanded into tennis via its 2026 acquisition of Courtside Talent.
Ownership category
akta.pro rank

Always Alpha industry classification

Industry
Product category
Sports Talent Management
NAICS
Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (71141)
SIC
Services-Advertising Agencies (7311)
akta.pro industry
PRIMARYMPAKAMAA
Full-Service Athlete Talent Agencies (Contract Negotiation & Career Management)
Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Athlete Representation & Agency Services
SECONDARYMPAKAMAC
Athlete Marketing, Endorsement & Sponsorship Representation
Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Athlete Representation & Agency Services

Keywords

  • Athlete representation services
  • Sports talent management
  • Brand building services
  • Athlete career management
  • Women's sports agency

Where Always Alpha is headquartered

Location

Headquarters

HQ city
Los Angeles
HQ country
United States
HQ region
North America

Offices1 record

Markets served

Always Alpha business model

Business model
GTM type
B2C
Offering type
Services
Cost components
Personnel, Marketing or Sales, Operations

Revenue model

  1. Athlete Representation Services: Always Alpha earns revenue through talent representation services for female athletes, including brand building, management, and career development. The agency model generates revenue through commissions from athlete representation, similar to traditional sports management agencies, with focus on off-field earnings and long-term career equity.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Always Alpha product offering

Product offering

Core offering

Always Alpha is a sports talent agency providing comprehensive representation services exclusively for female athletes. Its offerings include athlete representation, brand building, ownership opportunities, and long-term career equity management. Through the acquisition of Courtside Talent, the agency has expanded into tennis representation, signing Grand Slam champion Sloane Stephens to its roster.

Product overview

Always Alpha operates as a unified sports talent agency platform built exclusively for women's sports. The core offering is the Always Alpha agency brand, which provides athlete representation services including brand building, ownership opportunities, and long-term career equity. Through its acquisition of Courtside Talent (a tennis-focused management firm), the agency has expanded into tennis representation, adding Grand Slam champion Sloane Stephens to its roster. The combined organization aims to build a modern representation model for female athletes.

Differentiator

Problem solved

Functional benefit

Products and services

  • Always Alpha Athlete Representation

Quantifiable outcome

  • Women's sports projected to exceed $3 billion in global revenues by 2026

Companies that use Always Alpha

Customer profile

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Always Alpha technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Always Alpha partnerships and signals

Strategic signal

Partnerships

Three partnerships are on record, tiered core.

  • Courtside TalentcoreStrategic or Co-development Partner · 8 April 2026Always Alpha completed its first acquisition by purchasing Courtside Talent, a woman-owned tennis management and advisory firm. Courtside Talent founder Casey Reede joined Always Alpha as Head of Strategy and Growth, overseeing revenue generation, partnerships, and tennis expansion. This acquisition marks Always Alpha's official entry into tennis and brings additional expertise in tennis athlete representation.
  • Sloane StephenscoreOthers · 8 April 2026Grand Slam champion (2017 US Open winner) Sloane Stephens signed to Always Alpha's roster as part of the Courtside Talent acquisition. She joins the agency for comprehensive representation including brand building, ownership opportunities, and long-term career development.
  • Casey ReedecoreOthersFounder of Courtside Talent, Casey Reede joined Always Alpha as Head of Strategy and Growth following the acquisition. She oversees revenue generation, partnerships, and tennis expansion for the combined organization.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Always Alpha competitors and assessment

Company assessment

Market position

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Always Alpha social profiles

Digital presence

Always Alpha financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Always Alpha leadership team

Management profile

Number of profiles

Profiles3 records

Always Alpha funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Always Alpha M&A and investment

M&A and investment

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Always Alpha

What does Always Alpha do?

Always Alpha is a sports talent agency providing comprehensive representation services exclusively for female athletes. Its offerings include athlete representation, brand building, ownership opportunities, and long-term career equity management. Through the acquisition of Courtside Talent, the agency has expanded into tennis representation, signing Grand Slam champion Sloane Stephens to its roster.

Is Always Alpha a public or private company?

Always Alpha is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Always Alpha founded?

Always Alpha was founded in -1. It employs 11 to 50 people.

Where is Always Alpha based?

Always Alpha is headquartered in Los Angeles, United States, in the North America region.

How does Always Alpha make money?

One revenue line is on record: athlete Representation Services.

Does Always Alpha have an API?

No public API is recorded for Always Alpha.

What industry is Always Alpha in?

Always Alpha's product category is Sports Talent Management. Its primary akta.pro industry code is MPAKAMAA, Full-Service Athlete Talent Agencies (Contract Negotiation & Career Management), with a secondary code of MPAKAMAC, Athlete Marketing, Endorsement & Sponsorship Representation. Its NAICS code is 71141 and its SIC code is 7311.

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Live signals
Pulse 2.0Always Alpha: Tennis-Focused Talent Agency Expands With Courtside Acquisition And Sloane Stephens SigningAlways Alpha, a women-focused sports talent agency co-founded by Olympic champion Allyson Felix and Cosette Chaput, has completed its first acquisition by purchasing tennis management firm Courtside Talent, simultaneously signing Grand Slam champion Sloane Stephens to its roster. Courtside Talent founder Casey Reede will join Always Alpha as Head of Strategy and Growth, overseeing revenue generation, partnerships, and tennis expansion. The combined organization aims to build a modern representation model for female athletes that focuses on brand building, ownership, and long-term career equity beyond athletic performance.AdweekAlways Alpha Acquires Tennis Management Firm Courtside TalentAlways Alpha, a women-founded sports talent agency, announced its first acquisition—the purchase of Courtside Talent, a woman-owned tennis management and advisory firm. As part of the deal, Courtside founder Casey Reede will join as Always Alpha's head of strategy and growth, and the agency gains a roster including 2017 US Open champion Sloane Stephens. The acquisition supports Always Alpha's mission to expand women's sports representation as the category is projected to exceed $3 billion in global revenues by 2026.PR NewswireALWAYS ALPHA ANNOUNCES FIRST ACQUISITION, ENTERING TENNIS WITH COURTSIDE AND WELCOMING SLOANE STEPHENS ONTO THEIR ROSTERAlways Alpha, a sports talent agency built exclusively for women co-founded by Olympic legend Allyson Felix, announced its first acquisition by purchasing Courtside Talent, a tennis-focused management and advisory firm founded by Casey Reede. The acquisition marks Always Alpha's official entry into tennis and brings Grand Slam champion Sloane Stephens onto their roster, as Casey Reede joins the company as Head of Strategy & Growth. The move is positioned as part of Always Alpha's strategy to build a new model of athlete representation centered on off-field earnings, brand building, ownership, and long-term equity.