In the ever-evolving world of professional tennis, where resilience and reinvention often define a champion, Coco Gauff has taken a daring leap to reignite her faltering 2025 season. The 21-year-old American phenom, once hailed as the future of the sport after her stunning 2023 US Open triumph, has faced a rocky patch this year, with inconsistency threatening to dim her star. But Gauff, never one to shy away from a challenge, has made a bold move that’s turning heads: she’s parted ways with Team8, the management firm that guided her since she was 13, to launch her own venture, Coco Gauff Enterprises. This seismic shift, announced just days ago, signals her intent to seize control of her career and chart a new course toward greatness.
Gauff’s journey in 2025 has been a rollercoaster. After a promising start with a United Cup title alongside Team USA, where she toppled world No. 2 Iga Swiatek in straight sets, her form wavered. Early exits at the Australian Open, Qatar Open, Dubai Championships, and Indian Wells left fans and analysts puzzled. Her Miami Open campaign offered a glimmer of hope—a ruthless 6-0, 6-0 thrashing of Sofia Kenin showcased her potential—but a fourth-round loss to Magda Linette, marred by 12 double faults and 45 unforced errors, underscored persistent struggles. Even a late-season surge, with titles at the China Open and WTA Finals, couldn’t mask the turbulence. Now ranked No. 3, Gauff remains a force, but the top spot feels tantalizingly out of reach.
Enter Coco Gauff Enterprises, a venture she describes as a reflection of her passion to make an impact “not just in tennis, but in business, philanthropy, and beyond.” The move, backed by powerhouse agency WME, is more than a business decision—it’s a declaration of independence. “I’m excited to build something that allows me to take greater ownership of my career while also creating opportunities that extend beyond myself,” she shared in a heartfelt statement. For Gauff, who’s earned over $35 million in endorsements from brands like New Balance, Bose, and Rolex, this isn’t about money—it’s about legacy. At 21, she’s already the highest-paid female athlete globally, but she’s hungry for more than accolades or paychecks; she wants control.
The split from Team8, co-founded by Roger Federer and Tony Godsick, wasn’t taken lightly. Godsick, a veteran agent who’s shaped the careers of tennis royalty, mentored Gauff from her early teens, steering her through a meteoric rise that included a Wimbledon fourth-round run at 15 and a Grand Slam title at 19. “Taking this big step forward also means closing the incredible chapter I’ve shared with Team8,” Gauff reflected, her gratitude palpable. “I’ll always be grateful for everything they’ve done for me and my family.” Yet, as she transitions into this new era, she’s betting on herself, a gamble that echoes her fearless on-court style.
On the court, Gauff’s challenges are well-documented. Her serve, once a weapon, has become a liability—38 double faults at the 2024 US Open, 20-plus at Indian Wells in 2025—prompting a coaching shake-up last fall. After parting with Brad Gilbert, the mastermind behind her US Open win, she brought in Matt Daly, a grip specialist, and leaned on Jean-Christophe Faurel. The tweaks paid off late in 2024, with victories over Swiatek and Aryna Sabalenka at the WTA Finals, but 2025 has tested her resolve. “Every loss is a lesson,” she said after Indian Wells, a mindset she’s carried into this bold off-court move.
This isn’t Gauff’s first foray into entrepreneurship. Earlier this year, she invested $35 million in Unrivaled, a women’s 3-on-3 basketball league, joining icons like Giannis Antetokounmpo and Michael Phelps. “I’m incredibly grateful to get the opportunity to uplift women’s sports,” she said then, a sentiment that resonates now as she takes the reins of her tennis journey. With the clay season looming—starting with Stuttgart, where she’ll face Swiatek and Sabalenka again—Gauff’s timing is impeccable. A homecoming at the Miami Open this month, where she grew up training on public courts, could be the spark she needs.
Gauff’s story is one of evolution. From a teenage prodigy who idolized Serena Williams—whom she calls “the GOAT of all GOATs”—to a young woman balancing tennis, business, and advocacy, she’s rewriting her narrative. “Tennis will continue to be my main priority,” she assured fans, but this move hints at a broader vision. Can she reclaim her dominance and ascend to No. 1? The tennis world watches, captivated, as Coco Gauff Enterprises takes its first steps—and as Gauff herself digs in, ready to shovel her way back to the top.