Serena Williams Shifts Focus to Business Empire as She Headlines ‘The CEO Club

Tennis legend Serena Williams may have stepped away from professional competition , but she continues to compete at the highest level now in business, investment and media . The 23-time Grand Slam champion features in the new Prime Video docuseries The CEO Club , which follows prominent women leaders balancing high-stakes corporate decisions with personal responsibilities. Williams also serves as an executive producer on the project through her multimedia company Nine Two Six Productions , underscoring her growing influence in storytelling and content creation .

Having last played at the U.S. Open in 2022, Williams has increasingly focused on entrepreneurship . Her transition reflects a long-standing investment strategy : she began investing in startups years before retirement and has since built one of the most substantial business portfolios among former athletes .

At the centre of Williams’ financial growth is Serena Ventures , the venture capital firm founded in 2014 . The fund has invested in technology, wellness and consumer companies , with a strong focus on women-led and under-represented founders . Several portfolio firms reaching billion-dollar valuations have strengthened her reputation as a serious investor rather than a celebrity backer.

Beyond venture capital, Williams runs consumer brands including Wyn Beauty and S by Serena , alongside a jewellery business. These ventures complement her media company and endorsement portfolio , creating a diversified business network across fashion, wellness, entertainment and technology . She has also expanded into sports ownership , holding minority stakes in teams such as the Miami Dolphins and participating in investment groups linked to other franchises.

Financial estimates place Williams’ wealth in the range of $300–$350 million , built from prize money, endorsements and investments . Her venture fund backing high-growth startups and unicorn companies continues to generate revenue beyond sport.

In The CEO Club , Williams emphasises that mental resilience from elite sport translates directly into leadership. Success, she argues, depends on persistence, decision-making under pressure and the ability to recover from defeats lessons shaped across decades on the court. For Williams, the move from athlete to entrepreneur represents not reinvention but an extension of the same competitive mindset, suggesting her legacy may extend far beyond tennis.