The powerful reinvention of Serena Williams: from retirement to building a lasting legacy beyond the tennis court

Serena William

Since her official retirement in 2022, Serena Williams has proven that the end of her athletic era does not mark the end of her influence or creative drive.

Far from retreating from the spotlight, she embraced a new chapter with determination — one defined by motherhood, entrepreneurship, and her ongoing advocacy for women’s empowerment.

The same discipline that made her extraordinary on the court now fuels her approach to equally demanding challenges off it.

Her transition was no coincidence. Serena had been preparing for this moment for years, gradually building bridges between her sports career and the world of business and investment. But motherhood redefined her priorities.

In this new phase, she has blended her personal projects with a deeper mission: shaping a better future for her daughters — and for women in sports and business alike.

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Serena Williams

AFP via Getty Images

Serena Williams’ Reinvention: From Tennis Legend to Purpose-Driven Entrepreneur

At the core of her entrepreneurial journey stands Serena Ventures, a venture capital fund she formally launched in 2017 while still competing professionally.

Through this platform, she invests in startups led by women and minority founders, supporting innovation with social impact.

Reports suggest she has backed between 60 and 85 emerging companies, some of which have achieved “unicorn” status.

What distinguishes Serena as an investor is her hands-on approach. She doesn’t just sign checks — she reviews business plans, attends legal meetings, joins negotiations, and mentors founders directly.

As she once put it: “Business is like tennis — you have to train every day.”

Her business portfolio has expanded well beyond venture capital. Among her most notable projects:

Wyn Beauty, her vegan and minimalist beauty line.
Nine Two Six Productions, a multimedia company focused on stories about women.
Her recent appointment as Entrepreneur in Residence at Reckitt, where she leads the Reckitt Catalyst Program, designed to support 200 female-founded startups in health and hygiene.

Serena also remains active in the sports world as an investor, notably as a co-owner of the WNBA expansion team Toronto Tempo, where she contributes financially and culturally to the project’s development.

This multidimensional approach has allowed her to preserve her competitive essence while redefining success — becoming a role model for athletes seeking to transcend their original disciplines.

How Motherhood Transformed Serena Williams’ Life After Retirement

Motherhood played a pivotal role in both her retirement and her new life mission. Serena is the mother of two daughters: Olympia, born in 2017, and Adira, born in 2023.

In recent interviews, she has admitted that leaving tennis wasn’t easy — she misses the adrenaline of competition — but motherhood grounded her emotionally. Her greatest desire, she said, was to be truly present for her children.

Balancing two young daughters with a demanding business life means constant recalibration: travel, meetings, school routines, and difficult choices. Serena has spoken candidly about moments when she has had to step back from commitments to prioritize her family.

To stay healthy and focused, she has taken on new athletic goals, such as training for a half marathon by late 2025 — a way to preserve the discipline and mental clarity that defined her as an athlete.

For Serena, it’s not about competition anymore; it’s about purpose — continuing to move, grow, and evolve.

The Legacy of Serena Williams and the Future of Women’s Sports

Though she no longer competes, Serena’s commitment to women’s sports remains unshakable. In interviews and public appearances, she reminds audiences that female athletes have always been extraordinary — even if the world was slow to recognize it.

Her mission has evolved from breaking barriers as a player to mentoring, investing, and advocating for systemic change. Through her companies and foundations, she channels capital toward women-led initiatives, builds entrepreneurial networks, and fights inequities in funding and representation.

Together with her sister Venus Williams, she co-founded The Williams Sisters Fund and the Serena Williams Foundation, both dedicated to education, empowerment, and community support.

After the tragic loss of their sister Yetunde, they established the Yetunde Price Resource Center, which provides assistance to families affected by violence.

Her activism extends to promoting equal recognition, visibility, and opportunities for female athletes — ensuring that the next generation competes on a more level playing field.

In 2025, Serena received the Princess of Asturias Award for her athletic and humanitarian contributions, a distinction that cements her status as a symbol of excellence far beyond sport.

Serena Williams Hasn’t Retired — She’s Evolved

Serena Williams has not withdrawn from the world; she has redefined her place in it. Her post-competition life is a mosaic of roles — devoted mother, visionary entrepreneur, and fearless advocate.

Her mission is no longer to replicate her athletic triumphs but to translate her values — discipline, integrity, resilience, and fairness — into new arenas.

Her greatest battles, it turns out, were never just on the court. They were against the invisible barriers limiting women’s potential.

Today, through her investments, her voice, and her example, she offers a lasting message: that the next generation of women can chase their dreams with fewer obstacles and greater freedom.

Serena Williams has not retired from history — she’s still writing it, one chapter at a time.