WELCOME - Alex Cooper

MASTERCLASS PRESENTS

ALEX COOPER

THE MASTERCLASS STANDARD

MasterClass is the world's premier platform for transformational learning. We believe that greatness should be shared — not just admired. That’s why we invite the most extraordinary voices of our time to teach what they know best, so their stories, skills, and wisdom can inspire millions across the globe.

Alex would be joining an unparalleled roster of cultural icons — individuals who have set the standard in their fields and influenced culture far beyond them.

Athletes Who Redefined Excellence: Simone Biles. Serena Williams. Stephen Curry. Athletes who changed what dominance looks like by raising the standard, performing under relentless pressure, and redefining what’s possible.

Self-Made Powerhouses Who Built Their Own Empires: Kim Kardashian. Mark Cuban. Sara Blakely. People who trusted their instincts, turned personal brands into enduring businesses, and redefined what modern success looks like by playing their own game.

Icons Who Shaped Culture: Anna Wintour. Gloria Steinem. Malala Yousafzai. Leaders whose voices have influenced how people think, what they value, and how culture evolves.

Our instructors don’t just teach excellence — they define it. Together, they’ve earned 24 Academy Awards, 165 Grammy Awards, 5 Pulitzer Prizes, 23 Olympic medals, 2 Nobel Prizes, 24 Michelin Stars, and 15 National Medals of Arts and Humanities.

Few belong in this circle of cultural leaders who’ve pushed boundaries and changed the game. Alex does — and what she’s built speaks for itself.

THE FORMATS

We see two ways to capture Alex’s story on MasterClass. Both are designed to reflect how she leads, takes risks, and shapes culture — capturing the choices and instincts that have defined her career. Below are two formats we’d be excited to explore together.

FORMAT 1

A CLASS ON MASTERCLASS

Below are a few thoughtstarters for potential creative angles, but we’d love to collaborate on an idea that really speaks to Alex.

How to Market Yourself: Build a Brand So Strong, They Can’t Ignore You

Alex Cooper didn’t wait for a seat at the table — she built her own empire by knowing exactly who she was, what she had to say, and how to make people listen. From turning Call Her Daddy into a cultural juggernaut to launching her media company Unwell, Alex has consistently used her instincts to create brand heat that converts. In this class, she teaches how to take your identity and turn it into influence — not by following formulas, but by defining your voice so clearly the world has no choice but to pay attention. You'll learn how to shape a magnetic brand POV, build loyalty that scales, and monetize through channels that align with your DNA — from podcasting to social to merchandising. And because Alex’s rise was powered as much by conversation as content, she’ll also reveal how mastering authenticity helped her negotiate powerfully, manage creatively, and lead from the front. This is how to market yourself when you’re not just selling a product — you’re selling you.

Turning Content Into Cash: How to Build the Empire in Your Head

Alex Cooper didn’t just create content — she created a business. From flipping raw, unfiltered conversations into an eight-figure podcasting deal, to building Unwell into a Gen Z powerhouse, to designing sellout merch drops that doubled as brand statements, Alex has mastered the art of turning ideas into income. This class is your tactical guide to doing the same. Learn how to build a media engine around your instincts, create IP that travels, structure deals that protect your upside, and move through content, commerce, and brand partnerships like a boss. Her ability to parlay real conversation into strategic leverage — in rooms full of execs, lawyers, and decision-makers — became one of her sharpest tools. And none of this came easy: Alex’s journey is fueled by pure hustle, relentless work ethic, and a deep belief in her own voice. Whether you’re starting with a camera roll and a gut feeling or already scaling something, this is the blueprint for building a modern empire — one that starts and ends with you.

My Mental Playbook: The Inner Game of Peak Performance

People see the podcast, the press, the platform. What they don’t see is the mental game that powers all of it. At the center of Alex Cooper’s rise — from recording on a couch to running Unwell, closing nine-figure deals, and building a merch line that became a movement — is an unshakable mindset. In this class, she shares how she’s trained herself to stay sharp under pressure, tune out the noise, and make moves with clarity, not fear. Her gift for real, disarming conversation isn’t just what built her audience — it’s what made her a decisive, effective leader and negotiator behind the scenes. You’ll learn the strategies behind decisive thinking, creative stamina, and showing up with confidence even when the stakes are high and the spotlight’s hotter than ever. This is how Alex plays the game — and wins — from the inside out. No shortcuts. Just grit, guts, and game.

FORMAT 2

MASTERCLASS MODERN-DAY MBA

MasterClass is completely reimagining higher education for the world we live and work in now. We’re building the first of its kind AI-powered, personalized, modern-day MBA program — making it accessible, practical, and focused on real career results. This revolutionary program will feature Nobel prize winners, Ivy league academics, and business icons. We’d be thrilled to have you part of this program, and see this content as a natural extension of your class. If we move forward with this additional content, we would capture it on set during the class shoot.

REFRAME YOUR VOICE IN CULTURE

MasterClass orchestrates a full-scale bespoke campaign that turns each class launch into a cultural moment. We make a considerable investment in a custom marketing campaign combining organic and paid media, global press, and high-impact storytelling. MasterClass becomes a way to extend reach, sharpen positioning, and reinforce authority.

Over 300 million minutes of content watched per year
More than 161 million organic social views in 2025
Over 123 billion press impressions across 2024-2025 — totaling $1.1B in ad value
More than 300 top-tier media placements in a single campaign
Over 12 million impressions on a recent paid TikTok campaign
More than 660M Linear TV impressions on a recent campaign
More than 24 million CTV impressions in the last quarter

SOCIAL ACTIVATIONS

The MasterClass social team collaborates closely with instructors to create unique social-first moments that spotlight each class launch.

Kim Kardashian Social Collaboration: The launch of Kim Kardashian’s MasterClass was designed as a deliberate, layered rollout. It began with subtle signals — an Easter egg embedded in Kim’s Instagram — followed by a private, behind-the-scenes page accessible through an NDA she shared with her audience. Each step was paced to build curiosity and conversation ahead of launch. On release day, the campaign extended into the physical world with installations in New York City, complemented by partnerships with top lifestyle and fashion creators and their 9M collective followers. Together, these efforts generated meaningful organic reach with over 29M views and sustained engagement around the class.

MasterClass Multi-Instructor Activations: We work with our instructors to craft bold, social-first activations that drive awareness and cross-collaboration. Our Kevin Hart and Mark Cuban “Phone Call” drove 1.3M+ views building anticipation for Kevin Hart’s new class launch. We recently produced a custom social video pairing Richard Branson and Gordon Ramsay to amplify the launch of our latest product, which generated 1M+ views in 24 hours.

MARQUEE INSTRUCTOR CAMPAIGNS

MasterClass partners with our marquee instructors to create impactful marketing campaigns. Recent examples of success include:

Hillary Clinton and her never-heard-before 2016 Presidential acceptance speech: Partnered with Sec. Clinton’s team to strategically turn her newsworthy acceptance speech into headlines, securing an exclusive with Sunday TODAY. Efforts led to 190+ press hits and 1B+ media impressions. From The View to Jimmy Kimmel and Glamour to Variety, Sec. Clinton, the speech, and her class on MasterClass were everywhere.

Ask Mark Cuban Campaign: Partnered with Mark Cuban to execute a member contest, where two winners received a 1:1 virtual meeting with Mark to ask him anything or pitch business ideas. Mark has become an adviser to one winner, whose business now offers NIL insurance to college athletes.

Kim Kardashian’s Kimmandments: The Ten Kimmandments came to life in a public installation at the Oculus in New York City. Mirrored monoliths — each engraved with Kardashian's rules of business — appeared as sleek modern structures symbolizing ambition and reinvention. QR codes unlocked exclusive video moments, giving passersby a preview of the lessons, mindset and strategies she teaches. The installation invited visitors to reflect on their own success. This was business school, Kardashian-style: bold, unapologetic, and impossible to ignore.