Alex Cooper Parts Ways With UTA Amid Unwell Expansion

The 31-year-old creator officially ended the partnership on July 27, marking a shift away from traditional talent management as she pivots toward film, television, and live events. The split follows a period of significant professional transition for Cooper, who recently secured a $500 million valuation for Unwell after a strategic investment from WTSL, the firm co-founded by former Endeavor executive Patrick Whitesell.

Insiders suggest the decision was not solely driven by business strategy. Sources familiar with the situation indicate Cooper had become increasingly frustrated by UTA’s continued association with Alix Earle and Dave Portnoy. Despite these interpersonal tensions, the primary driver remains the scaling of Unwell. The company, which Cooper co-owns with her husband Matt Kaplan, is currently producing projects like the Netflix series Icebreaker and the reality competition Unwell Winter Games.

This expansion arrives during a period of intense scrutiny regarding the internal culture at Unwell. Following allegations reported by Vanity Fair and Bloomberg concerning Kaplan’s management style, Cooper has defended her organization, asserting that the company environment remains positive. Meanwhile, past professional chapters continue to surface, including renewed claims from Portnoy regarding Cooper’s 2020 exit from Barstool Sports. Cooper has largely sidestepped these controversies, framing her current focus on the multi-million dollar expansion as her primary priority.