Always Alpha, the sports talent agency led by Olympic champion Allyson Felix, has acquired Courtside Talent as the company enters tennis.
Founded by Felix, her brother Wes and Cosette Chaput in late 2024, the venture was constructed exclusively for women and now adds Grand Slam winner Sloane Stephens to its client lineup.
The move, announced on Wednesday is the first acquisition for Always Alpha.
“From day one, Always Alpha was built to challenge a system that was never designed for women—and to replace it with something better,” Chaput said. “Tennis has always been a blueprint for what’s possible when women’s sports are valued at a global, cultural, and commercial level. Bringing Courtside into Always Alpha, alongside a generational talent like Sloane, allows us to accelerate that vision. This is about building enduring, multi-dimensional careers—and expanding what women in sport can own, influence, and lead.”
Felix is among the most decorated track and field athletes in history and ended her career in 2022 with a record 20 world championship and 11 Olympic medals, which also includes seven gold. But she has long advocated for changes across sports and partnered with Chaput after both saw shortcomings in resources and opportunities for women in the industry — whether they were athletes or not.
“Young athletes often ask me how I’ve diversified and consistently grown my business across marketing, media, entrepreneurship, venture, entertainment and impact,” Felix said when Always Alpha was launched. “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.”
Meanwhile, Courtside Talent was founded in 2024 by Casey Reede and offered a range of tennis-focused services to its roster including brand strategy, representation, consulting, content engagement and event strategy. Reed will join Always Alpha as the company’s new head of strategy and growth.
