Early dominance on the court
Serena Williams is one of the greatest athletes in history, with 23 Grand Slam singles titles and a career defined by power, consistency, and resilience. Her dominance in tennis built her global brand, making her more than just a sports star but a cultural icon. This foundation gave her the visibility and credibility to transition into business after retirement.
Founding Serena Ventures
In 2014, Williams launched Serena Ventures, a venture capital firm that invests in early-stage companies. She saw an opportunity to address gaps in the funding landscape, particularly for women and minority founders who receive a fraction of venture capital dollars. The firm’s portfolio now spans more than 70 companies across tech, health, fintech, and consumer products.
Championing diversity in business
Williams has repeatedly said that her focus goes beyond returns. She wants to change the narrative in venture capital by backing founders overlooked by traditional investors. Roughly 78% of Serena Ventures’ investments have gone to companies led by women and people of colour, reflecting her commitment to levelling the playing field. Or rather tennis court.
High-profile investments
Her firm has placed bets on companies such as MasterClass, Daily Harvest, Noom, and Tonal. These align with her interest in health, education, and lifestyle brands that appeal to broad audiences. By investing in high-growth sectors, Williams has taken a strategic approach, leveraging her fame but also demanding data and performance from the companies she backs.
Redefining the “first job”
For Williams, tennis may have been her first career, but you could describe her move into venture capital as a second act. While she is not the first superstar athlete to pivot into the world of finance, she has shown other female athletes how to move from the court to the boardroom. She’s cleverly used her name and reputation to drive change and create wealth beyond sports. Her journey illustrates a broader trend of high-profile figures reshaping industries once dominated by traditional finance insiders. Game, set and match to Williams.