Serena Williams would always be one of the favorites to win any tournament she entered. Not only that but any venture she would pick up in her personal life would also run on the track to becoming successful. Her venture capital business, Serena Ventures, aims to empower businesses owned by people of color and has been making great strides so far. However, one business in which the former world number one invested has been witnessing a downward trajectory.

Serena Williams’ investment failure

The home gym company Tonal which soared in popularity during the pandemic has been experiencing trouble now. It has a growing list of more than 30 athletes. Investing increased after Tonal saw an 800% increase in sales from December 2019 to December 2020.

Tonal publicized its valuation at a whopping $1.9 billion in September 2022. However, the company recently reported a loss. The organization is looking for a round of investment and valued itself at $500 million. It has a table of star-studded investors including personalities such as Stephen Curry, LeBron James, Mike Tyson, and Serena Williams.

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The decline of the company can be up to anyone’s guess. But the most probable reason could be due to the “Connected Fitness” trend which provides a personal trainer like touch at home and losing out a large share of its market value to Peleton and Tempo. Williams and her fellow investors would be looking to get the company back to its former glory.

Williams’ successful investments in businesses 

The Queen of the Court has invested in several businesses, and many of them are on an upward trajectory for now. Williams has invested in a Nigerian firm Stears.

A data and insight firm, Stears received funding after Williams’ venture capital business partnered with MaC Venture Capital to provide the whopping amount of $3.3 Million.

Williams also invested in Selena Gomez’s business. The start-up, Wondermind, focuses on providing mental health services to those who need it. The investment helped boost Gomez’s business to $100 million.

Serena has stayed true to her words and focused on improving the businesses owned by POCs and women. Her own ventures reflect those values, as they have a diverse employee base. 78% of the portfolio of the venture is dedicated to persons of color and women.

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Williams may have found problems with one business, but she will find the right way to go about it.