Selena Samuela Always Alpha Signing Is a Powerful Match
Selena Samuela Always Alpha Pairing Sets a Bold Course
The Peloton instructor joins a management firm built for women in sports, and her ties to founder Allyson Felix date back to 2021 Peloton content.
Peloton instructor Selena Samuela has joined Always Alpha, the management firm built exclusively for women in sports. The Selena Samuela Always Alpha announcement arrived through a joint Instagram post from @always.alpha and @selenasamuela on Wednesday, October 7, 2026.
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What the Selena Samuela Always Alpha Announcement Says
Always Alpha introduced Samuela as a “Peloton powerhouse. Marathon winner. Amateur boxer. Mom of three. Ironman in training.” The caption credits her with creating Peloton’s first-ever strength program for golfers and building a book club with a following of its own, and it says she defines what it means to lead with connection and curiosity.
The post closes by saying the firm is proud to have Samuela as part of the Always Alpha family and can’t wait to see what she does next.
What Always Alpha Was Built to Do
Always Alpha launched in October 2024 as a subsidiary of Dolphin and described itself as the first management firm fully focused on women’s sports. Olympic sprinter Allyson Felix is behind the firm, working with her brother and business partner Wes Felix, with Cosette Chaput serving as CEO. The Always Alpha website calls it the “First Talent Agency Built Exclusively for Women’s Sports.”
The stated aim is to replace dated, transactional talent management models. Chaput has called women’s sports an “underserved and undervalued billion dollar industry.”
How Always Alpha Fits a Mother, Athlete, and Coach
The Selena Samuela Always Alpha fit rests on the roles the firm names. Samuela’s recent public work lines up with each of them. She welcomed twin girls, Stella and Frankie, in December 2025 after a pregnancy with several complications. In July, The Clip Out reported on her pre and postnatal fitness certification and on her growing class library aimed at addressing the needs of postpartum bodies.
Her return to the Peloton schedule began with strength and running classes. In June, she brought back her 45 minute Tread Bootcamp with Pace Targets, her first Bootcamp since August 2025.
The athlete goals are just as specific. In The Clip Out’s September 18 check-in, Samuela was 13 weeks from a planned Ironman 70.3, with cycling the discipline that needed the most work. She completed the race and crushed it!
The coaching record includes Strength for Golfers, which Golf Digest described in July 2024 as Peloton’s first program tailored to a specific sport. Samuela earned a golf fitness certification from the Titleist Performance Institute before proposing it. Her book club, A Court of Books and Baddies, is hosted on the Fable app. The Clip Out highlighted it in June coverage of her interview with novelist Sarah A. Parker, who held a plank at Peloton Studios while answering questions.
The Selena Samuela Always Alpha pairing connects a firm focused on athletes, mothers, and coaches with someone whose recent work spans all three.
Allyson Felix and the Peloton Connection
Felix, a Peloton member, has a Peloton history of her own, and Samuela is part of it. Peloton’s page for Train Like Allyson, last updated in June 2021, describes a seven day program on the Peloton App that Felix curated with instructors and co-designed with Jess Sims. Samuela, Sims, and Kristin McGee are listed as the instructors.
The program combined HIIT runs that simulate Felix’s track speedwork, Strength for Runners classes, Peak Performance meditations, and walking and yoga for active recovery. That history gives the Selena Samuela Always Alpha news a connection that began on the Peloton App.
Congratulations on this partnership, Selena!
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About the Author: Elizabeth Schlosberg
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