Serena Williams on Greatness: Tennis, Motherhood & Investing in Change

With 23 Grand Slam titles to her name, Serena Williams has long been recognized as one of the greatest athletes in history. But since retiring from professional tennis in 2022, she’s been channeling that same relentless drive into a new arena—business and investment—with the goal of empowering others and building a more inclusive future.
In a recent interview at the 2025 Cannes Lions International Festival of Creativity, Williams opened up to CNBC Meets about her post-tennis life, her values, and her mission to invest in change. As she steps into her new role as Entrepreneur-in-Residence for Reckitt’s start-up accelerator program, ‘Catalyst,’ Williams is proving that her passion for greatness transcends the court.
“I still miss tennis,” she confessed. “But I have to be the best at whatever I do.” Now, that competitive spirit is driving her success at Serena Ventures, the venture capital firm she founded in 2017. Her investment focus? Women, innovators, and people of color—demographics historically underfunded in the venture space. “I love curiosity,” she said. “I was curious about how the world was changing through technology, and I wanted to be a part of it—not just in front of the scenes, but behind them too.”
Williams’ transition into business didn’t happen overnight. Her entrepreneurial journey began during her playing years, quietly investing in start-ups while balancing the demands of a world-class sports career. With discipline and determination learned on the tennis court, Williams is now applying those same principles to boardrooms and pitch meetings.
“Tennis taught me discipline, and business requires the same,” she said. “Every day, you show up. You commit. You keep going—even through the setbacks.”
The decision to walk away from tennis wasn’t easy. Williams revealed that she made the choice in part to expand her family—something female athletes must consider in a way male athletes rarely do. “It was hard,” she admitted. “Tennis doesn’t have an off-season. And as a woman, I had to make that decision.”
Motherhood, too, has shifted her perspective. With two young daughters, Williams said she pours the same intensity into parenting as she did into sport. “My passion is now in my children and in business. I have to be the best at whatever I do, even in motherhood.”
When asked whether her daughters understand her legacy, Williams smiled. “The older one’s starting to get it. She’ll say, ‘Mom, someone did a report about you at school.’ But I don’t want them to be impressed by who I was. That was yesterday.”
Her passion for equity and empowerment is central to her work with Reckitt’s Catalyst program. She emphasized how deeply personal and purposeful the initiative is. “This isn’t about Reckitt or me,” she explained. “It’s about building up someone else. Women, innovators, entrepreneurs—especially those in underserved communities—who are creating solutions that matter.”
From healthcare to hygiene, from mental health to clean water access, Williams is backing women around the world who are changing their local communities through entrepreneurship. “These ideas can grow,” she said. “And I want to be there on the ground, helping them. Figuratively rolling up my sleeves—and maybe literally too, though I’m neurotic about cleanliness,” she joked.
She also touched on the shocking disparity in venture funding. “Less than 2% of VC funding goes to women. Even less to women of color. If I weren’t Serena Williams, I might not have even had the chance to start a company. That’s unacceptable.”
Through Serena Ventures, she aims to shift the paradigm—not alone, but by using her platform to inspire a broader movement. “I don’t think one person can change everything,” she said, “but we can lead by example. We can encourage others to invest differently.”
As she looks ahead, Williams is optimistic about the next chapter. “I want Serena Ventures to be great,” she said simply. “I’m used to greatness. We’re building something that owns who we are and truly supports the entrepreneurs we back.”
Her message to young women and girls? “Be yourself. Love what you do. Be kind to someone today. That’s how I try to live my life.”
From redefining what it means to be a tennis legend, to reimagining the face of venture capital, Serena Williams continues to push boundaries. She may have left the court, but her pursuit of excellence is far from over.