We had the good fortune of connecting with Alyx Allen and we’ve shared our conversation below.

Hi Alyx, what was your thought process behind starting your own business?
Entrepreneurship was never part of my original plan. My great-grandfather was an entrepreneur, and growing up, I often heard the challenges he faced—stories that made the path seem daunting. However, I like to say that The Selfish Contract found me. After graduate school, I quickly realized that I didn’t fit the mold of a “typical” therapist. I felt called to support women like myself in a more personal and authentic way. Plus, I have a very ‘ let’s get shit done,’ kind of attitude and it wasn’t really working in the office setting ( lol). Starting my own business allowed me to create meaningful impact on my own terms, while also prioritizing motherhood and my personal goals.

What should our readers know about your business?
The Selfish Contract is a wellness and coaching practice designed for women who are ready to reclaim their time, identity, and purpose—to live fearlessly on their own terms. I started TSC after realizing I didn’t fit the traditional mold in any area of my life—and that wasn’t necessarily a bad thing. As I became a therapist and evolved personally, I learned that true growth doesn’t happen until ownership takes precedence. At some point in our lives, we have to make a selfish decision to focus on ourselves without worrying about everyone else’s opinion. Sometimes, we simply need to be selfish in order to become who we’ve always wanted to be.

What sets TSC apart is that it almost guarantees results. What I mean by that is, I’ve worked with hundreds of women who came to me with the same struggles: wanting to heal a wounded version of themselves, change what’s no longer working, and become someone they’ve always dreamed of being—but felt lost about where to start. In my first meeting with someone, I can almost immediately sense the steps they need to take to move forward. I call it a God-given talent, but on a deeper level, I’ve been right where they are. I know the steps because I’ve taken them myself. And while everyone’s background is different and their story is uniquely their own, there’s a fundamental foundation we all share that needs to be cleaned up in order to evolve into that next version of ourselves.

Becoming a therapist was not easy. I swear, if I’d had a play-by-play of all the education, clinical hours, and everything in between, I might have opted out! But I take pride in the depth of training I received—because it’s essential for the work I do. People are trusting you in one of the most vulnerable seasons of their lives; we must be well-equipped to guide them in the right direction.

Now, starting a business wasn’t exactly hard, but it wasn’t easy either. I think the hardest part is knowing you can’t wait for it to be perfect—you just have to go. The biggest challenge I continue to face is how demanding owning a business is. There’s working with clients, of course, but also managing social media, handling backend operations, pivoting when things aren’t working, and constantly allowing yourself to evolve. There’s never a true sigh of relief once a business is built—only a persistent, looming feeling of, “What else do I need to do to keep this going?”

If there’s one thing I want people to know about TSC—or the work I do in general—it’s this: you do not have to stay where you are. You are allowed to ask for and demand more out of life. Wanting more is okay. And when it comes to reaching your goals, it’s not a question of if, but when. Anything and everything is obtainable—you just need help figuring out those first big steps. And when you’re ready, I’ll be here to help you.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
.Well, living in Las Vegas makes this an easy answer!

Every year, I host an annual “21st birthday party” on the Strip—and that’s exactly what I’d plan! On the first night, I’d take you to On The Record, my favorite nightclub in Vegas. The vibe is unbeatable: early 2000s music, a chill atmosphere, and if we’re lucky, Usher might be there too—he often has a table after his shows, and honestly, that’s a win in itself.

The next day we would indulge in the local luxuries. We’d head to Red Rock Casino Resort and Spa for a full spa day—and I mean full. Sauna, steam room, pool lounge, massages, and then relax in a private cabana with food service. There’s truly nothing better than a spa day with some beautiful weather.

And the rest of the week, we’d hang out at my house. I am so about the cozy life, it’s unmatched to me. I love to cook and host and that’s exactly what we’d do. Sip some coffee, spend time just talking, laughing, and enjoying each other’s company. I’m all about girl time—there’s something so special about being surrounded by your people, relaxing, and just being present. Besides traveling, being home is truly my favorite place to be.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
If there any shout outs along this journey it would be to my clients. Every time I think I have things figured out, I receive a new client who trusts me and pushes me to learn more, do more, and be more for them. I feel like I learn something new about myself and my craft each time I work with a new person. I am always grateful people trust me in such a vulnerable season, because I know how hard it is to find a right fit for therapy or life coaching. So every time they instill trust in me, I feel a spark of validation like, ” this is what I am here to do. This is my purpose. ” And, each time I am so thankful.

Website: https://theselfishcontract.com

Instagram: https://www.instagram.com/theselfishcontract/

Youtube: https://www.youtube.com/@theselfishcontract4481

Other: Website for my group program, Becoming HER: https://www.tscbecomingher.com

Image Credits
Group photo with women : Francesca Canales, llc / https://thelenscollective.co
Blonde Hair shots : AjaHitomi, Img9570,IMG0681, IMG0536/ https://www.ajahitomi.com
IG @Alquan: 2.PNG

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.