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Serena Williams, long recognized as one of the greatest athletes of her generation, is deepening her push into the business world. Drawing on more than a decade of investing experience, she is stepping into a new role as “entrepreneur-in-residence” at Reckitt Catalyst, a social impact investment program backed by British consumer goods company Reckitt.
Empowering entrepreneurs, advancing global health
In this position, Williams will mentor early-stage U.S. founders, sharing lessons she wishes she had when she launched her venture capital fund, Serena Ventures, in 2017. “In hindsight, I feel like I should have had more mentors,” Williams said. “I feel like you learn something new every single day. I loved school, and I feel like I’m in school all day.”
Her involvement supports Reckitt’s goal of improving access to health and hygiene for 5 million people worldwide by 2030. The initiative matches her long-standing interest in helping underrepresented founders, particularly women and people of color, find the right support to build sustainable businesses.
Serena Williams expands impact outside tennis
Serena Williams has already built a strong track record as an investor. Serena Ventures has raised $111 million and invested in more than 60 companies, with nearly 80 percent of them led by women or diverse founders. The firm’s portfolio includes tech, consumer goods and health startups, reflecting her wide-ranging interests.
She has also been active in backing sports and wellness ventures. In September, she invested in Unrivaled, a women’s 3-on-3 basketball league, in a Series B funding round led by Bessemer Venture Partners. The deal, which included Warner Bros. Discovery and Alex Morgan’s Trybe Ventures, pushed the league’s valuation to $340 million—up from $95 million just a year earlier.
In July, she joined other high-profile investors in a $32 million round for Nara Organics, a startup producing USDA-certified, FDA-registered organic infant formula. For Williams, these moves show how her influence now stretches far beyond tennis.
From court to business mentorship
Williams, who retired from professional tennis after earning an estimated $95 million in prize money since 1995, is now focusing on mentoring entrepreneurs. “The founder can be amazing and smart and super likable, but if it’s not needed in the market, then it doesn’t fit,” she said. “If they have a true connection to it, the businesses tend to do better.”
