Serena Williams is best known for being one of the greatest tennis players of all time.
She made her professional debut in Quebec City in 1995, losing in the first round to fellow American Annie Miller and taking home just $240 in prize money. Within two years, and at just 16 years old, she was ranked among the world’s top 100 players before winning 23 Grand Slam singles titles and four Olympic gold medals. Throughout her entire sporting career, she earned a total of $95 million in prize money.
Williams announced her retirement from tennis in the September 2022 issue of Vogue magazine. “Maybe the best word to describe what I’m up to is evolution,” she wrote. “I’m here to tell you that I’m evolving away from tennis, toward other things that are important to me.” In recent years, this so-called evolution has seen the former tennis star rapidly expand her venture capital fund, Serena Ventures, secure a wide range of new endorsement deals, and establish multiple businesses.
According to Forbes, Williams’ net worth as of 2024 is $340 million. Here’s a rundown of her entire brand portfolio.
Serena Ventures
Founded by Williams in 2017, Serena Ventures is a venture capital fund that supports founders from underrepresented groups. The company sees a future where “genius isn’t stifled by a lack of resources and historically overlooked people and markets are empowered for a more inclusive economy.”
As well as managing a sizable portfolio of angel investments, Serena Ventures announced it had raised an inaugural fund of $111 million in 2022, which is funding further investments and enabling the company to advance its mission. Today, its portfolio comprises 79% underrepresented founders—54% women founders, 47% Black founders, and 11% Latino founders—with Williams estimating that 14 brands have achieved unicorn status.
Some of the most successful Serena Ventures brands include:
MasterClass
Masterclass is an online education subscription platform that enables students of all skill levels to learn from subject matter experts in a wide range of fields. The site’s library of 200+ classes features several well-known faces, including filmmaker James Cameron, author Salman Rushdie, comedian Amy Poehler, and—of course—tennis player Serena Williams. Meanwhile, the MasterClass at Work series provides powerful, flexible training solutions, empowering employees to drive real business impact.
While the specific terms of her investments have not been disclosed, there’s no doubt that Williams is a long-time MasterClass supporter. “I remember finding [the company] with like eight people in a small room in a garage in San Francisco, and I just fell in love with what they were doing and what they were building,” Williams explained on TikTok.
Tonal
Billed as the world’s smartest home gym machine, Tonal combines revolutionary digital weight technology with personalized, artificial intelligence-powered coaching, enabling athletes at any level to achieve their fitness goals. The product offers more than 245 unique movements, a wide range of guided multi-week programs, Tonal Live classes, and real-time progress tracking.
In February 2022, Tonal unveiled Serena Williams as its latest brand ambassador and the face of its new “Strength Made Me” campaign, which celebrates women who are physically, mentally, and emotionally strong. “With Serena being one of our earliest athlete investors, it’s been a pleasure to work with her on extending the relationship to Tonal brand ambassador,” said Nancy Gold, Director of Sports Marketing and Brand Partnerships at Tonal.
Impossible Foods
Founded in 2011 and headquartered in California, Impossible Foods is on a mission to “make delicious food that’s nutritious, better for the planet, and way better for animals.” Its existing product range, which includes plant-based ground beef, chicken nuggets, hot dogs, burger patties, and meatballs, is available in grocery stores and restaurants around the world, including the U.S., Australia, Canada, Hong Kong, Oman, Singapore, and the UK. In a 2020 survey of customers who visited restaurants partnered with the brand, 63% said they would be more likely to eat at restaurants carrying Impossible Foods products.
Williams participated in a $300 million series E financing round in May 2019, joining several other celebrities in the investment.
Noom
Founded in 2008 and headquartered in New York City, Noom is a health coaching company that offers personalized app-based weight-loss plans and exercise coaching. The app’s bite-size daily lessons help users adopt healthier habits for sustained weight loss, while its customized plans feature meal logging, water consumption tracking, and on-demand Noom Move exercise classes for all fitness levels. A study of more than 35,000 Noom app users found that about 78% of people reported some weight loss while using the app.
In 2019, Noom announced it had received investment from Serena Ventures, noting that it would also gain access to the firm’s expansive network and growing list of portfolio companies. “I’m a true believer that everyone should have easy access to a healthier life, which is why I decided to invest in Noom,” said Williams.
Esusu
Founded in 2018, Esusu is a fintech startup helping people of all backgrounds to achieve financial wellness and stability. Currently, more than 45 million Americans are deemed “credit invisible,” which means they have no credit history in any of the three major credit bureaus. Via Esusu’s app, renters can build and improve their credit rating by reporting their rental payments. To date, Esusu has helped to establish credit scores for 107,000 users, with a median credit score of 665.
In 2021, Williams invested an undisclosed amount in Esusu via Serena Ventures. “Esusu is really focused on credit building and creating pathways to financial inclusion not only for working families but for individuals as well,” she said.
Will Perform
Williams launched Will Perform, a pain relief and performance care brand, in December 2022. The brand seeks to revolutionize post-workout recovery by targeting the specific needs of athletes. “Recovery has played an integral role in my performance and professional success,” Williams said. “It’s a practice that can benefit anyone with an active lifestyle.”
Will Perform’s portfolio of pre- and post-recovery products includes muscle recovery magnesium lotions, fast-acting lidocaine pain relief, and Epsom salt shower sticks and bath soaks. Its products are currently available at various grocery stores, including Target and Walmart.
Wyn Beauty
Williams founded Wyn Beauty in 2024. The brand’s range of “makeup you can move in” uses clean, high-performing ingredients designed to “wear beautifully and keep skin improving for days.” Its product range currently includes hydrating lip gloss, mascara, lip serum, eyeliner, creamy concealer, skin-enhancing tint, and brow liner. Notably, all Wyn Beauty products are formulated, tested, and perfected for deeper skin tones.
Williams, a long-time advocate for maternal health, is donating a portion of the brand’s profits to supporting organizations that provide necessary maternal care services to mothers and their communities.
926 Productions
Williams launched 926 Productions, a multimedia production company seemingly named after her birthday (September 26), in April 2023. The announcement came not long after the release of the 2021 biopic “King Richard,” which was co-produced by Williams and chronicled the story of her and her sister Venus Williams’ rise to the top of women’s tennis under the guidance of their father and coach Richard Williams.
The company aims to bolster women and diverse individuals through four-quadrant storytelling that appeals to various age groups and genders. “With the launch of 926 Productions, we aim to elevate female and diverse voices through content that speaks to everyone,” Williams said.
Los Angeles Golf Club
Los Angeles Golf Club (LAGC) is the first golf team of TGL, a new Monday night golf league created by TMRW Sports, which was formed by professional golfers Tiger Woods and Rory McIlroy. LAGC is one of six teams that will make up the TGL, with each team holding 3% of the league’s equity.
Williams purchased the LAGC in 2023 alongside her husband, Alexis Ohanian, and Venus. The team comprises four PGA TOUR athletes including Collin Morikawa, Sahith Theegala, Justin Rose, and Tommy Fleetwood.
Miami Dolphins
In 2009, Miami Dolphins owner Stephen Ross sold a small portion of his team’s shares to the Williams sisters and several other celebrities. The sisters became the first Black Americans to hold an ownership stake in an NFL franchise. “Having spent so much of my childhood in the area, being involved with a staple of Miami culture is a huge honor,” Williams said. “We look forward to many championships and much success together with the Miami Dolphins.” At the time of their investment, the team was valued at just over $2 billion. That figure has more than doubled in the past 15 years, with the Dolphins being one of the most popular franchises in the NFL.
Yetunde Price Resource Center
The Yetunde Price Resource Center (YPRC) was opened in 2017 to honor the life and memory of Williams’ older sister, Yetunde Price, who was tragically killed by an act of violence in 2003, leaving behind three children, four siblings, and a close community in Compton, California, that mourned her.
The center, established by the Williams and Price families, works to ensure that victims of direct or indirect senseless violence have complete access to the necessary support and resources and that where there is a dearth of services, new resources are created. It collaborates with several partner organizations to offer trauma-informed programs, promoting individual and community-wide healing and resiliency.
