The New Alpha Male

Walking the Path of the Heart

An NBA and TEDx Star Helps Men Find Their True Source of Strength, While Embracing Authenticity and Vulnerability

Is there a place for the “alpha male” in today’s world? Lance Allred says yes—but it’s past time to evolve our sense of what “alpha” means. “The old alpha believes he is entitled to success, sees enemies are all around, and thrives on victimhood,” he writes. “The new alpha male holds himself accountable. He expresses his love with no strings attached and serves ideals bigger than his ego.” With The New Alpha Male, Allred brings you a winning game plan for growing, leading, and succeeding—while staying true to your authentic self.

Allred lived the masculine dream—succeeding in the hypercompetitive world of the NBA—only to discover that it was really a nightmare. In this book, framed within the context of a basketball game, he helps you break down the outdated ideas our culture presents as “truths” regarding competition, addiction, fear, gender roles, spirituality, and more. He offers a new playbook built around his Seven Principles of Perseverance to help you discover and bring forth the bold, authentic, and compassionate man waiting to emerge from within you. Join him to learn:

• How to take full responsibility for our shortcomings and successes
• What it takes to discover your core values and become rigorous in honoring who you are in all circumstances
• The keys to understanding yourself and others with clarity, connection, and respect
• Why you need to risk failure and endure pain to serve your higher goals and personal growth
• How to let go of your sense of what “should be” so you can act with wisdom and power in the present
• Cultivating the courage to discard old identities and trust in the process of your evolution

The New Alpha Male is a gritty, straight-talking guide for any man who is ready to step up and become the sort of empowered, open-hearted leader our world needs.

An Essential, Amazing Read For Men

In coaching men myself professionally, I can fully say that this book nails 100% the majority of issues most men face.

I love how Lance so eloquently opens up and tells his own story.

I highly recommend this book and it’s one that I’ll re-read each year.

A great book and a help towards charity for one’s self and finding ways to overcome obstacles we all live with.

Great book on self-awareness, understanding what it takes to become aware of your self as well as your purpose. Also helps to find those things that matter most in your life and making your life holistic.

Excellent Perspective!

Thank you Lance for a wonderful read and perspective on true perseverance! Your reading touched me and moved me to want to be a better person. Highly recommend “The New Alpha Male.”

Divinely Placed

This book is amazing. And it has helped me release my fears and face myself and those who matter most with unadulterated accountability acceptance and gratitude. Thank you lance.

Transformative

I needed this book! There are portions of this book that were difficult for me to hear - but they were difficult because I needed to hear them. Change requires an acknowledgement that something is wrong, that something isn't working, and that you need to address it.
I needed this book, and I'm glad I now have it.