Ritual, the science-backed supplement brand, has announced an influential new partnership: tennis legend Serena Williams has been named the company’s first-ever Women’s Health Advisor. The move marks a significant step for Ritual as it continues to scale its presence within the wellness sector and deepen its commitment to female-focused health.
The retired athlete, who stepped away from professional tennis in 2022 after winning 23 Grand Slam titles, will work closely with Ritual. She will test new products and provide advice on upcoming developments behind the scenes. This advisory role reflects Williams’s genuine investment in the space, rather than serving as a mere endorsement.
“[Serena Williams] was our North Star of somebody that we wanted to partner with at Ritual,” said Ritual founder and CEO Katerina Schneider. “We wanted her to play a deeper role in the brand, which is why we’ve given her the title of our first women’s health advisor. We’re excited for her to use her platform to be more vocal about wellness, in general, and we’re also excited for her to have access to our products first and give us feedback.”
Ritual’s commitment to the sports and wellness sectors is evident in its partnership as the official protein partner to Angel City FC, a National Women’s Soccer League team, from 2022 through 2024.
Ritual’s ongoing commitment to the sports and wellness sectors is further demonstrated through its role as the official protein partner of Angel City FC, a National Women’s Soccer League team, from 2022 through the 2024 season.
As Ritual founder and CEO Katerina Schneider explains, “[Athletes] are expected to perform at the highest levels, both mentally and physically. That translates to how consumers view and trust athletes for what they put in and on their bodies.”
The announcement comes as tennis continues to experience a cultural resurgence. This year’s Wimbledon recorded its highest average viewership since 2019, a tournament that famously featured Williams in the final. While Schneider acknowledged this momentum, she noted that Ritual does not intend to tie Williams’s advisory role directly to tennis-related campaigns.
Williams’s role reflects a broader trend in celebrity partnerships where prominent figures are not just appearing in campaigns but are actively involved in shaping the direction of brands.
Founded in 2015, Ritual has steadily grown to become a recognised name in the wellness category. In 2024, the company reported $250 million in gross revenue and announced a new clinical trial for its Prenatal Multivitamin in April. Earlier this week, Ritual also expanded its retail presence by entering 300 Ulta Beauty locations across the United States. Notably, Ulta also serves as the exclusive retailer for Serena Williams’s own makeup line, Wyn Beauty.
Schneider concluded by highlighting the long-term vision behind the brand’s approach to partnerships.
