Tennis legend and investor Serena Williams is stepping into a new chapter of her post-sporting career with a focus on health, hygiene and equity. The 23-time Grand Slam winner has been appointed as the first-ever entrepreneur-in-residence at Reckitt, the UK-headquartered consumer health company known for global brands such as Lysol, Durex and Enfamil.
The move aligns with Williams’ ongoing commitment to backing founders who are often left out of the traditional venture capital space, particularly women, people of colour, and entrepreneurs working in underserved regions.
“Bold, innovative ideas can solve some of the world’s most pressing healthcare challenges if given the right support to thrive,” Williams said during an appearance at Cannes Lions. “This includes mentorship, funding, and strong belief.”
As part of her new role, Williams will work closely with startups tackling issues in hygiene, maternal care, and health equity, sectors that frequently struggle to attract investment, despite growing global demand. Her appointment comes alongside the launch of Reckitt Catalyst, a £10 million initiative that aims to support up to 200 underrepresented founders by 2030. The programme also has a target of improving access to hygiene and health services for five million people, particularly across Africa, Asia and Latin America.
“We realized we had the same thesis, [which is] that when you invest in women, when you invest in overlooked markets, the returns are there,” Williams explained. “It’s not charity. It’s smart business.”
Williams launched Serena Ventures in 2014, long before she formally retired from tennis. With a focus on diverse founders, the firm raised a $111 million inaugural fund. Back then, fewer than 5% of venture capitalists were Black, and even fewer were Black women.
“I wanted to prove to myself that I could find the companies and that I had the connections to invest,” she said. “Now we’re scaling.”
Serena Ventures has since built a strong reputation in early-stage investing, with interests spanning healthcare, consumer tech, and fintech. Williams says her portfolio includes over 14 unicorns, and several have gone on to reach decacorn status.
Her latest collaboration with Reckitt aims to shine a light on sectors typically neglected by mainstream investors. “Hygiene is routinely overlooked in venture,” she said. “It’s not flashy. But it’s foundational, especially for women, mothers, and children. These are essential markets that drive real impact and real returns.”
In her new post, Williams will play an active role in mentoring entrepreneurs supported by the Catalyst fund. Beyond guidance, she’ll use her network to connect them with potential backers, partners, and peers. “At the end of the day, venture is about relationships,” she noted. “A 30-minute conversation can unlock new partnerships or investment opportunities. I want to offer that access to founders who aren’t part of the usual power circles.”
She’s already started linking Catalyst-supported startups with firms in her existing portfolio. “When you give women an opportunity, we often work twice as hard because we’ve been underestimated from the start,” she said. “This isn’t about taking anything away from male founders. It’s about expanding the pie.”
