Career success and increased spending power are giving rise to a new breed of highly educated, affluent and entrepreneurial woman. These women exude a positive ‘alpha’ spirit, which is empowering rather than aggressive, and collaborative rather than competitive. They seek new products and services that place emphasis on fitness, wellbeing, and mind-body strength to fuel their hectic lives and help them achieve their end goals. In this She-conomy, shrinking and pinking it will no longer suffice. Prepare yourself for the rise of the Athena woman.