The firm, Always Alpha, aims revolutionize the way that women athletes are represented and address dated, transactional talent management models.

Allyson Felix has launched a women-focused sports management firm called Always Alpha, as a new subsidiary of Dolphin, a leading entertainment marketing, production and content development company. Felix is joined by business partner and brother Wes Felix as well as sports executive Cosette Chaput as cofounders.

Allyson Felix says she is launching a first of its kind agency focused on women's sports. Felix will target female athletes, coaches and broadcasters.

Dolphin, a NASDAQ listed company, has launched Always Alpha, the first management firm of its kind fully focused on women’s sports.

Always Alpha is a subsidiary of the NASDAQ-listed Dolphin and will work with women athletes across all sports and support them in a variety of ways, including brand partnerships, media production and entrepreneurship.