Right away, our team recognized that Alex had a captivating public presence not a lot of other female lacrosse players were cultivating. She was larger than life – eager to move beyond the title of athlete and expand into the realm of role model, influencer, and model. She was already teaching lacrosse clinics and camps, but she teamed up with Athelo Group so she could take on more outside of her sport, creatively. We set out to help her build new partnerships and to help her leverage her value so she could build strong ties with her current affiliates.

Every day, we strive to find areas of growth to increase Alex’s value. We evaluate how we can improve the value of Alex’s brand. One pivotal goal has been to help her grow within the lacrosse sport and to build career opportunities outside of it. Though still going strong, we want to focus on the future for Alex. The question we always look toward is, “What’s life going to be like after lacrosse?”

We serve as her project management, creative strategist, partnership development, brand management team. Our job is to help her level up by giving her security to try new things and grow with confidence.

Together, Alex and Athelo Group are building structure and streamlining affiliate relationships. We’re exploring multiple verticals of her career and lifestyle. Since our partnership, Alex has built a following on new social media channels such as TikTok and is taking on modeling opportunities with publications of the likes of Sports Illustrated.

It’s always our goal to ensure our athletes are looked out for, cared for, and can perform at their best in all lanes of their life.

Like with many of our athletes, monetization, value, mental health, time management, and career opportunities are part of their full-scope campaign.

Alex is continuing to find ways to entertain new audiences and foster mutually beneficial ties with her current partnerships. While lacrosse will continue to be a central piece of Alex Aust’s brand, our goal is to continue to expand as an entertainer and, more importantly, an entrepreneur. We’re continually helping to educate and expose Alex to new avenues where she can grow as an athlete and individual.