damWhen Coco Gauff announced the formation of Coco Gauff Enterprises, the message was clear: this isn’t just another athlete-managed career path—it’s a statement. At just twenty-one, fresh off her most defining win yet, she’s boldly claiming control of her narrative and in doing so may just be rewriting the playbook for women’s tennis.
Coco’s tennis credentials are already beyond impressive. Her recent victory at the 2025 French Open—coming back from a set down to topple world number one Aryna Sabalenka—was a watershed moment. She became the first American woman to win the singles title in Paris since Serena Williams in 2015. It wasn’t just a triumph; it was a cultural moment.
But what truly elevates her story is how she now balances the thousand-watt spotlight of athletic glory with a keen business mindset. By establishing her own firm—partners including the powerhouse WME—she’s rejecting the typical athlete-as-product model and refusing to be merely represented. Instead, she owns her representation. Reuters+1
For women’s tennis, this shift has deeper ripples. Historically, many top athletes have had limited agency in their off-court journeys: the endorsements, the brand deals, the media deals—often steered by external handlers. Now, Coco is signaling: I’m in control. She’s combining her voice as a serious competitor with a voice as a businesswoman, philanthropist, and cultural influencer.
Her focus isn’t solely about stacking trophies (though she’s doing that) — it’s about building a legacy. She’s revealed she’s already thinking long-term: not just “How many majors can I win?” but “How can I shape my life beyond the court so that the court becomes one chapter among many?”
What does this mean for the sport? For one, it raises the bar for fellow players: incentives to treat their brand and their future with equal importance as their forehand-slice and footwork. It might encourage more players, particularly women, to claim ownership, negotiate smarter, shape their public image proactively, rather than reactively.
Moreover, for the fans and the next generation, it sends a message: you can be both dominant on court and strategic off it. You can swing with power, and you can think with purpose. Coco has repeatedly said she believes she can use her racket not just to win games, but to influence change.
In short: Coco Gauff’s venture into athlete-led enterprise isn’t just a side story—it might well be the main event. As she continues to conquer on court, her off-court decisions are quietly scripting a new chapter in what it means to be a female tennis champion in the 21st century. And that’s a headline worth following.
Musa
