At just 21 years old, Coco Gauff has already conquered the tennis world with a ferocity that belies her age—securing the 2023 US Open singles title and the 2024 French Open doubles crown—but now, she’s setting her sights on a new frontier: the business realm. In a bold move that’s sending ripples through both sports and entrepreneurial circles, the world No. 3 women’s tennis player unveiled a thrilling new chapter in her career on April 2, 2025, announcing the launch of Coco Gauff Enterprises. This isn’t just a side hustle; it’s a full-fledged venture that Gauff says reflects her deep-seated desire to make a lasting impact far beyond the baseline. Partnering with powerhouse talent agency WME, she’s stepping into uncharted territory, proving that her ambitions stretch as wide as her forehand reach.
Gauff’s journey to this moment has been nothing short of extraordinary. Since bursting onto the scene at 15 with a stunning run to the fourth round of Wimbledon in 2019—where she toppled Venus Williams in a debut that turned heads worldwide—she’s been a force to be reckoned with. Her trophy cabinet gleams with accolades, and her bank account reflects her status as the highest-paid female athlete of 2024, raking in a staggering $30.4 million, including $9.4 million in prize money and an estimated $21 million from endorsements. But for Gauff, it’s never been just about the wins or the wealth. “From the moment I first picked up a tennis racket, I’ve always believed my purpose extended far beyond the court,” she declared in her announcement, her words dripping with the conviction of someone who’s spent years dreaming bigger than the game.
This new enterprise marks a seismic shift for Gauff, who’s parting ways with Team8—the boutique agency co-founded by Roger Federer and his longtime agent Tony Godsick—after a 12-year partnership that began when she was just 13. Team8 shepherded her from prodigy to champion, but now, Gauff is ready to take the reins. “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 said, framing Coco Gauff Enterprises as a vehicle not just for her own growth, but for broader impact in business, philanthropy, and beyond. It’s a vision that’s both personal and expansive, a reflection of a young woman who’s learned to wield her influence with purpose.
Partnering with WME, a juggernaut in talent representation that boasts clients like Serena Williams, Carlos Alcaraz, and Iga Swiatek, gives Gauff a formidable ally. The agency, which also owns IMG, brings a wealth of resources and a track record of turning athletes into brands. While WME will support her venture, Gauff retains full ownership—a detail that underscores her intent to steer this ship herself. “This is just the beginning of an exciting new era for me,” she enthused, hinting at more to come while reassuring fans that “tennis will continue to be my main priority.” It’s a delicate balance, but one she’s determined to strike, blending her love for the sport with her burgeoning entrepreneurial spirit.
Off the court, Gauff’s business savvy is already legendary. Her endorsement portfolio reads like a who’s who of global brands: New Balance, where she’s the only active player with a signature shoe; Rolex, a symbol of her timeless appeal; and Head, the maker of her trusty rackets. Recent additions like Carol’s Daughter, Naked Juice—where she’s cheekily titled Chief Smoothie Officer—and Fanatics have only deepened her reach. In 2022, New Balance inked her to a long-term extension that’s among the richest in women’s tennis, and last summer, they rolled out her second signature shoe. The Naked deal even includes an equity stake, a sign she’s playing the long game, aiming for partnerships that offer more than just a paycheck. “I like to partner with things that are an extension of myself,” she once said, a philosophy that’s clearly guiding her now.
Yet, this leap comes at a curious moment. Gauff’s 2025 season has been a mixed bag—stellar in the fall of 2024, but shaky since, with a fourth-round exit at Miami and a string of inconsistent results. Critics wonder if her off-court ambitions might dilute her focus, but Gauff’s resolve suggests otherwise. The clay season looms as a chance for redemption—she boasts a 72% win rate on the surface, including a 2022 title in Emilia-Romagna—and a strong showing could silence the doubters. For now, though, Coco Gauff Enterprises is her ace in the hole, a testament to a young star who’s not content to just dominate the court, but to reshape the world around it, one bold step at a time.