Serena Williams brings athlete discipline to business leadership in 'The CEO Club' series

Serena Williams brings athlete discipline to business leadership in 'The CEO Club' series Serena Williams has shifted her drive from tennis to business, and a new Prime Video series shows how she leads By JONATHAN LANDRUM JR. AP entertainment writer February 23, 2026, 9:42 AM LOS ANGELES -- LOS ANGELES — Serena Williams may have traded match points for meetings, but the hustle doesn’t stop — even during interviews. When Williams logged onto Zoom for an interview with The Associated Press, she was already mid-glam, toggling between touch-ups and business talk. It was a snapshot of the multitasking life she now leads beyond tennis after stepping away from professional competition in four years. The 23-time Grand Slam champion, business investor and producer is among the featured leaders in the new Prime Video docuseries “The CEO Club,” which premieres Monday. Williams has not competed since the 2022 U.S. Open, when she said she was “evolving” away from tennis. Earlier this month, she became eligible to return to competition after reentering the sport’s drug-testing pool, although it remains unclear whether she plans to play again. For Williams, the transition from elite athlete to entrepreneur draws on the same competitive principles that defined her tennis career. “I think the biggest lesson is just never give up, and you have to keep trying,” said Williams, who stars in the series alongside 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 eight episode season follows the prominent executives navigating high-stakes decisions, family responsibilities and personal challenges while building global brands. “As a CEO, you don’t win everything. You have to make really hard decisions,” Williams continued. “Just like in sport and in tennis, you have to show up every day. Y...