Serena Williams Brings Athlete Discipline to Business Leadership in 'The CEO Club' Series

The 23-time Grand Slam champion stars alongside other prominent executives in the new Prime Video docuseries.

Published on Feb. 23, 2026

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Serena Williams, the 23-time Grand Slam champion, has traded match points for meetings as she transitions from elite athlete to entrepreneur. Williams is among the featured leaders in the new Prime Video docuseries 'The CEO Club,' which follows prominent executives navigating high-stakes decisions, family responsibilities, and personal challenges while building global brands. Williams, who served as an executive producer on the series through her company Nine Two Six Productions, says the mental resilience required in sports has prepared her for the pressures of leadership.

Why it matters

The docuseries provides a rare behind-the-scenes look at the realities of business leadership, highlighting the discipline, prioritization, and trusted support systems required to succeed as a CEO. Williams' participation underscores how the skills honed as a champion athlete can translate to the business world.

The details

In the eight-episode season, Williams stars alongside other prominent executives, including Latin singer Thalia, former model and fashion designer Dee Ocleppo Hilfiger, Market America and Shop.com CEO Loren Ridinger, supermodel Winnie Harlow, wellness entrepreneur Hannah Bronfman, and Isabela Rangel Grutman, founder of ISA Grutman jewelry. The series follows these leaders as they navigate high-stakes decisions, family responsibilities, and personal challenges while building their global brands.

  • Serena Williams stepped away from professional tennis competition in 2022 after the U.S. Open, when she said she was 'evolving' away from the sport.
  • Earlier this month, Williams became eligible to return to competition after reentering the sport's drug-testing pool, although it remains unclear whether she plans to play again.
  • The CEO Club docuseries premiered on Prime Video on Monday, February 23, 2026.

The players

Serena Williams

A 23-time Grand Slam champion and business investor who is transitioning from elite athlete to entrepreneur.

Loren Ridinger

The CEO of Market America and Shop.com, who emphasizes the importance of prioritization and discipline in building a successful business.

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What they’re saying

“I think the biggest lesson is just never give up, and you have to keep trying.”

— Serena Williams (The Associated Press)

“Everybody thinks you're just like an overnight success. They don't realize it took 34 years to get where you're at. Leadership is not that easy. You have to make tough decisions, tough calls. You're not always a fan favorite of people who you're working with.”

— Loren Ridinger, CEO of Market America and Shop.com (The Associated Press)

What’s next

It remains unclear whether Serena Williams plans to return to professional tennis competition, even though she has recently become eligible to do so.

The takeaway

Serena Williams' transition from elite athlete to successful entrepreneur highlights how the discipline, resilience, and competitive drive honed in sports can translate to the business world. The CEO Club docuseries provides a rare glimpse into the realities of high-stakes leadership, underscoring the importance of prioritization, trusted support systems, and the willingness to make tough decisions in order to build a global brand.