Serena Williams is expanding her influence beyond the tennis court by stepping into a new mentorship role aimed at supporting young entrepreneurs.
The 23-time Grand Slam champion, who launched Serena Ventures more than a decade ago, admits that starting her investment journey without guidance was a challenge. That experience has inspired her to provide the mentorship she once wished she had. Williams has now joined Reckitt Catalyst, a social impact investment initiative by the British hygiene brand Reckitt, as an “entrepreneur-in-residence.” In this role, she’ll guide U.S.-based startup founders while contributing to Reckitt’s goal of delivering health and hygiene solutions to 5 million people worldwide by 2030.
Reflecting on her journey, Williams told Business Insider, “In hindsight, I feel like I should have had more mentors.” While she values the lessons learned firsthand, she emphasizes the value of learning through others’ experiences. Since retiring from professional tennis, Williams has committed fully to venture capital, continuing to grow as an entrepreneur and investor. “I feel like you learn something new every single day,” she said. “I loved school, and I feel like I’m in school all day.”
Backed by her $111 million venture capital fund—which has already supported 16 unicorn companies—Williams knows what it takes to attract investors. She believes success comes from identifying real market needs and being genuinely passionate about the product. “If they have a true connection to it, the businesses tend to do better,” she explained. Beyond the business model, Williams stresses the importance of building strong connections with mentors and investors. “When I think about what mentorship means, it’s really just about connections and unlocking how to get people to know about your product.”
