Tennis icon-turned-venture capitalist Serena Williams is now stepping into a new role that combines mentorship, investment, and global impact—focusing on health and hygiene startups across emerging markets.
After building an extraordinary portfolio that includes multiple unicorns and decacorns, Williams is reinforcing her commitment to backing underrepresented entrepreneurs through a dynamic new partnership with Reckitt—parent company to household brands like Lysol, Durex, and Enfamil. The retired 23-time Grand Slam champion will now serve as Entrepreneur-in-Residence for Reckitt Catalyst, a bold global initiative aimed at transforming access to healthcare and hygiene through startup innovation.
This new chapter in Williams’ business journey builds upon the success of Serena Ventures, her venture capital firm whose portfolio features a powerful 79% of companies founded by underrepresented leaders—54% women, 47% Black, and 11% Latino. With over 85 companies under her investment umbrella, her influence now stretches from billion-dollar tech firms to impact-driven startups reshaping everyday life.
From Investor to Mentor: A Strategic Pivot with Purpose
Williams’ evolution into an active mentor for global entrepreneurs is deeply personal. Her journey into venture capital began with a shocking statistic: less than 2% of all venture capital funding goes to women. “I thought it couldn’t be real. Trillions of dollars are being allocated, and less than 2% go to women?” Williams recalled in a candid TikTok video. “That moment solidified my purpose. I knew I had to be part of the change.”
Through Reckitt Catalyst, she is now putting that mission into overdrive. The five-year initiative will provide £10 million ($13.7 million USD) in funding and business development support to 200 health and hygiene startups across Africa, Asia, and Latin America. Of those, 60 standout entrepreneurs—many of them women and people from historically marginalized communities—will receive direct mentorship from Williams and senior leaders at Reckitt.
Global Collaboration for Health Innovation
The initiative is being launched in collaboration with key global partners: Yunus Social Innovation, Acumen America, and the Health Innovation Exchange (HIEX). Together, these organizations will work to identify and accelerate scalable solutions that address some of the world’s most urgent challenges in healthcare delivery, sanitation, and hygiene equity.
“Some of the world’s most pressing healthcare challenges can be solved by bold, innovative ideas—if they are given the right support to thrive and scale,” said Williams in the press release. “This includes mentorship, funding, and unwavering belief. I’m honored to offer that as Reckitt’s Entrepreneur-in-Residence, and I’m excited to share what I’ve learned in both business and sport to help visionary ventures grow.”
This marks a rare and powerful convergence of sports excellence, business acumen, and social innovation. Williams’ experience in competitive environments, combined with her proven investment strategy, positions her to uniquely guide startup founders in navigating complex markets and scaling impact-driven ideas.
A Commitment That Goes Beyond Capital
What distinguishes this initiative is not only the financial backing but also the emphasis on long-term transformation. Through tailored mentorship, ecosystem partnerships, and strategic exposure, Reckitt Catalyst aims to create ripple effects that extend far beyond the initial funding phase.
Catherine Casey Nanda, Managing Partner at Acumen America, emphasized the long-term vision: “We’re excited to enter a long-term partnership with Reckitt Catalyst and Serena Williams. This will expand our ability to invest in visionary entrepreneurs and the system-changing health and hygiene companies they are building.”
Moreover, the initiative seeks to challenge the status quo in venture funding by elevating diverse voices in markets where innovation is often underfunded or overlooked. It’s a model that goes beyond philanthropy—it’s an investment in sustainable, inclusive progress.
Shaping the Future, One Founder at a Time
With Serena Williams at the helm of its mentorship efforts, Reckitt Catalyst is positioned not just as a funding mechanism, but as a launchpad for global change. Her legacy, once defined by victory on the court, is now deeply intertwined with amplifying voices, reshaping access, and empowering innovation where it’s needed most.
As the world grapples with healthcare disparities, sanitation inequities, and the fallout of global pandemics, this partnership provides a timely reminder that solutions already exist—they simply need the right platforms and champions to thrive. And Williams, once again, is stepping up to lead the charge.