Tennis superstar Venus Williams reveals how she's overcome personal and physical challenges to stay at the top of her game for 20 years

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venus williams
superstar and entrepreneur Venus Williams.


  • Venus Williams started playing tennis with her sister
    Serena when she was 4 1/2 years old.
  • Their father coached them and had great aspirations. He
    had a 78-page plan to turn them into tennis champions — which
    he wrote before they were born.
  • The plan, paired with Williams’ extreme natural talent
    and drive, worked. Venus Williams is one of the most dominant
    tennis players in history, with seven Grand Slam singles titles
    and four Olympic gold medals.
  • On top of defending her No. 5 world ranking, she runs
    two businesses, EleVen, an athletic-clothing line, and V*Starr,
    and interior-design company.

Venus Williams is one of the most dominant players in women’s
tennis, and has been for over two decades. A tennis prodigy who
turned pro at age 14, she’s won four Olympic gold medals and
seven Grand Slam singles titles. In the process she’s broken
through all sorts of barriers in the sport.

On this episode of “Success! How I Did It,” Business Insider
Editor-in-Chief Alyson Shontell spoke with Williams about her
rise to superstardom and the hardships and successes she’s faced
along the way. The interview took place in Manhattan at
The Wing, a coworking space for women
, where Venus was giving
a talk about entrepreneurship.

Listen to Episode:

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The following is a transcript, which has been edited for

Starting out

venus and serenaVenus started training with her sister
Serena under their father when she was 4 1/2 years

Shontell: So, Venus, you started playing tennis
really young, I think your dad had you on the court when you were
4 1/2 years old.

Williams: Yes.

Shontell: And from what I understand he sat and
watched the French Open, realized tennis stars can make a lot
money, and devised a 78-page plan for you to dominate the world
of tennis. I know you’ve said that before it was your dream, it
was your dad’s dream. At what point did that shift? When did you
realize, ‘This is something I really want to do’?”

Williams: Pretty early on. It’s got to be
definitely a part of your dream, because it’s a ton of work, a
ton of dedication, a ton of focus. It’s intense — learning a
sport, especially a sport like tennis, where it’s so technical
and it’s so, like, minute details. So I think the dream
definitely became mine early on.

Shontell: Your dad didn’t play tennis, right? So
neither of your parents did. How did he know how to train you
both into superstars?

Williams: Well, they didn’t play professionally,
but they actually did play the sport, and I think that they were
both athletes at heart. I most certainly believe that when you’re
an athlete, that really translates to all sports. You just
understand it, your body understands it, and your mind
understands it. And you just — it just clicks.

I’ve found that happening when I play other sports. I’ve seen it,
like when I’ve hit the ball with other professional athletes, and
you can see they’re just learning so quickly. It’s just something
that’s in their blood. So I think it was in my parents’ blood and
they understood.

Shontell: How did you train when you were first
getting going? How many hours would you put in on the court, like
in grade school?

Williams: Definitely a lot. Three or four hours
a day, sometimes more. I can’t remember exactly. I do remember
the lights would go out and we’d be kind of happy — it’d be dark.

Shontell: Fom an early age, too, it seems like
you were always in the media. Your dad got the local press
involved, and I know Serena has said, like, she doesn’t remember
a moment when there weren’t interviews going on. How did being in
the spotlight at such a young age shape your career and your
passion for it?

Williams: In a lot of ways, it’s super helpful
because you’re on the radar, it helps you to find sponsors, find
support, and a lot of people want to help you. But at the same
time it creates a lot of pressure, so you have to know how to
deal with that. It’s either you make it or your don’t. Sometimes
it might be a little easier to be under the radar because there’s
no pressure. But thankfully, you know, we were able to handle it.
It’s like maybe one of a hundred who could. I don’t know the
formula being able to handle that pressure.

Shontell: Yeah, I mean, we’re sitting here at
The Wing and you just gave a great interview, and someone asked
you, “Did your parents have the winning formula for helping you
and you sister become stars, and isn’t that like a little bit
risky?” and you said, “Yeah, I guess it could have been risky.”
Do you think it was?

Williams: It was definitely risky, to put your
time and your heart into, but sport teaches you so much, and you
can translate that to other parts of life. But it’s definitely a
lot of dedication, not just for, you know, myself or the
children, but the parents, the family finances, the money that
you could be putting toward retirement you’re using to buy tennis
shoes and restring rackets and tennis lessons. So if you don’t
make it, then you may never retire. It’s definitely a lot of

Shontell: Yeah, definitely. So you always wanted
to be pro. I’ve seen interviews where you were really young,
saying like, “I’m dreaming of this.” When did you realize that
you were actually good enough to do it?

Williams: Definitely really early on because I
was beating adults handily, mercilessly. And that was a great
feeling, but I think pretty early on. You can’t really hide
whether you’re good or not, so that was just, I guess, apparent.

Shontell: When you were 10 your family moved
from Compton to Florida so that you could be in the tennis
academy. Do you think that was a life-changing move?

Williams: What would have happened if we had if
we had stayed in California, I don’t know. We’ll never know. So I
guess it was life-changing.

Overcoming personal struggles, and working in the same field as
your sister

Venus and Serena Williams
Venus went pro at 14. She’s gone on to win seven Grand
Slam titles and four Olympic gold medals.

Getty Images

Shontell: I guess it worked because at 14 you
went pro. Do you remember your first pro game, what it felt like?

Williams: Yeah, how could I forget? I was
definitely nervous. No one wants to lose their first match. I
remember all my nerves dissipating after the five-minute warmup,
which is a miracle! And I have no idea how I won that match. I
had no game plan, no strategy, nothing, but maybe the woman I
played against was more nervous, who knows.

It’s hard to go up against a 14-year-old wildcard with a lot of
hype. That couldn’t have been fun. She probably was just dreading
it when she saw the draw. But thankfully I was able to win that
first match — not the second — but the first one’s always nice.

Shontell: First one counts — counts a lots.

Williams: Yeah, first one counts.

Shontell: At 15 you scored a huge endorsement
with Reebok, worth about $12 million. How did you figure out,
“Oh, my God, this is a lot of money”? How’d you figure out what
to do with your new fortune? And stay focused?

Williams: I recall shopping at Wet Seal. I was a
regular kid, to be honest. I think at the time Clueless was out,
so kind of wearing those dresses, and just kind of being a kid. I
didn’t spend any money at all. And my biggest purchase was an SUV
and that was it.

Shontell: An SUV is pretty good. But you had to
be very mature from a very young age. Did that come easy to you?

Williams: Definitely sport matures you, if you
let it. It definitely makes you grow up because you have to work
so hard that if you can’t, then you probably aren’t going to have
the mental capacity to handle it all. That probably played a role
in growing up a little faster than maybe other people.

Shontell: You came into a sport that was
traditionally very white, affluent, not easy to break into, not
always the most accepting. You came in with a lot of style. You
had beads in your hair. I remember there was one game where you
were actually robbed of a point because one of the beads fell out
while you were playing, which is crazy. So from a young age you
had to deal with things that you really shouldn’t have, and
nobody should, from a racism standpoint in this sport. How has
this shaped you as a player? And how did you learn that this
wasn’t going to be fair?

Williams: At the end of the day, you just have
to focus on winning. No one can take a win away from you. That’s
what I focused on. Life is not fair, so I don’t go out there
expecting it to be. I don’t think any of us should go out
expecting life to be fair. I think that’s expecting too much, and
I remind myself of that sometimes. You can get on with your life
after that.

Shontell: That one game must have been so

Williams: There have been many frustrating
games. I don’t there’s going to be another one that isn’t
frustrating. That happens, but that’s sport. Otherwise why would
there be so much glory in victory.

venus williams
Williams has kept
returning to the top despite multiple injures, being diagnosed
with Sjögren’s syndrome in 2011, and dealing with personal


Shontell: Well, you’ve changed the game a lot,
and one thing that everybody brings up, and is powerful, is you
stood up for equal compensation, really, for tennis players,
female or male. Did you realize that you were going to start this
movement when you were in your 20s? How did you bring about the

Williams: Nope, no — zip, zero idea, zero plan
to be a part of it, none of that. And in a lot of ways I was
credited for equal prize money, but really it was a team of
people who worked super hard, from the WTA, and we had amazing
leadership that really, really fought for it. So it was
definitely collective, and I just happened to be somehow in the
front. I still don’t know how that happened. And here we are
today. I’m so happy it happened. It was a collective effort.

Shontell: One thing I wanted to ask you about,
and I know it’s hard, but I think it’s important because tough
moments shape our careers a lot. You had a sister who passed away
when you were 23, and she was your personal assistant. How did
you, cope and not just become so overwhelmed with grief, because
tennis is a really mental sport, and it’s a tragedy.

Williams: It’s amazing when tragedy strikes, how
strong you find that you are, and I’d seen other people go
through horrible things. And I just thought, “Wow, I would be a
complete mess,” and then suddenly when it happens, you realize
you had more strength than you knew and it helps you to get
through. And thankfully we had family, we could help each other,
and sometimes, you know, make each other laugh, and to this day
we still help each other through it.

Shontell: Do you have any advice for being

Williams: Resilient? I think everyone deals with
things in their own way. Everybody’s different. My family are all
different. None of us are the same. We all deal with different
things in different ways. I think it’s about knowing yourself,
what pushes your buttons, and figuring out how to work with

Shontell: Can we talk about your sister, because
you’re super close?

Williams: Yeah.

Shontell: She has called herself your “copycat.”
She loves you fiercely and you love her fiercely. I have a sister
and totally understand. And she’s said she wants to be just like
you, have all the things that you have, and you’re both so
accomplished. Has it ever been tough to share a dream with a
sibling that you’re so close with?

Williams: No, no, definitely not. I can’t
imagine her not being there. I was always there for her, so I
think for either of us, the experience wouldn’t be anywhere near
the same. And I know that everyone else, when they’re on tour,
does it by themselves, so I realize that it’s possible to do so,
but in our case, it’s just not how it happened.

Shontell: But it must be tough playing against
each other. I remember seeing an interview with you when you were
younger, and the interviewer asked you, “What’s the toughest
match you ever had?” and you were, like, “My sister.” He asked
you why, and you just said, “It’s horrible.” You’ve played each
other a bunch of times, has it like gotten easier? Does the
rivalry stay on the court?

Williams: Obviously she’s a tough opponent, so
when you walk out there, you’re thinking about how you can win
the match and what openings you may have — and usually there are
hardly any. That’s what I think about before I walk out on the
court. How can I win this match? Where many others have failed,
how will I succeed? And when you walk off the court, then you’ve
walked off the court. At the end of the day, all I can control is
my performance and, you know, be happy for my sister in the case
that she wins, which is pretty often.

Shontell: You went on to win your first Grand
Slam at age 20, which is incredible. First off, what’s it like to
win something like that? Because most of us will never ever have
even a slight taste of it. And then also, like, that’s your
lifelong dream and you accomplish it at 20. Like, what do you do

Williams: Win some more. Winning once is never
anyone’s dream. We all want to keep winning no matter what it is,
or if we retire, we all still are striving toward something,
probably most of us are. Of course it was a great feeling and I
was so determined. I don’t think anyone was more determined that
year in the draw, and I wish I could feel that way every single
time but, you know, there’s always a new formula to winning.

Shontell: So 2011 was another bit of a tough
year. You realized you had something called Sjögren’s syndrome,
and for anyone who doesn’t know, it’s an autoimmune disease that
can cause joint pain and chronic fatigue. How did you realize
that you had this? And how did you cope with the diagnosis? Were
you afraid that you might not be able to keep playing?

Williams: No, I wasn’t afraid of not being able
to play. I knew I had to come back. And I think in moments like
that you don’t have time to be afraid. Things like that don’t
even hit you right away. You go through at least a year or two of
denial, like, “Are you sure? Take the test again. You guys are
crazy.” That sort of thing. And it was definitely a long road,
and there’s no one there to tell you how to do it so in my case,
I’ve had to figure a lot of that out on my own, but there’s a lot
of pride in that too.

Shontell: It sounds like you had a pretty a
swift recovery because you came back and won doubles. A Grand
Slam within a year.

Williams: Yeah, you’re right. It was. I had a
great partner. That helps a lot.

Shontell: You had to pull your weight.

Williams: That helped. I tried to pull my

Shontell: How did you get your mindset right?
How did you start recovering? You also turned vegan after that,

Williams: Yeah, I tried to be vegan as well. I
don’t always succeed.

Shontell: A chegan?

Williams: Yes.

Shontell: A cheating vegan.

Williams: Exactly. There’s a cheese plate right
next to us. In any case, I came back as soon as I could because
the Olympics were coming, and that’s a huge motivation for me, to
try to figure out how to get back on the court. And I just love
the Olympics so that it meant everything to me to be there that

Shontell: I mean, it sounds so easy when you say
it that way. “I was just motivated and I got better.”

Williams: Yeah, it was really not easy at all.

Shontell: I’m sure.

Williams: It was closer to impossible, to be
honest. But the best part was I knew how to play tennis and I
knew how to win matches — that helped a lot. And then you fake
the rest. I definitely wasn’t on the top of my game, but I
managed to qualify.

Staying on top while running two businesses

venus williams
Williams founded and runs two business: EleVen, an
athletic-apparel line, and V*Starr Interiors, an interior-design


Shontell: So what are your days like now? How do
you train? When you’re not in season, you still are training a
tremendous amount. I know you said you skipped this morning, but
most days, what do you do?

Williams: Most days. Yeah, today I couldn’t,
unfortunately, go on the court. In some ways, that’s nice, but in
other ways you’re like, “I’m falling behind.” But more than
anything, I’m just training as hard as possible on the court,
hitting tons of forehands, tons of backhands, one forehand too
many, maybe, and going to the gym and running and running, and
there’s no better feeling than paying that price, and when you’re
all done, you just feel the most ultimate satisfaction.

A lot of people say, “Oh, I get this high from working out.” I’ve
never felt that, maybe because I’ve worked out for so long it’s
just a norm for me to push super, super hard. I don’t feel the
euphoria. But at the end, when it’s all done, I feel euphoric.
I’m like, “Yes, the work is done.” You just feel like a glowing
feeling inside.

Shontell: So you do hours a day, multiple times
a week?

Williams: Oh yeah. It’s my job. I have to get up
and go to work too.

Shontell: Like, six hours a day?

Williams: On the court? God, no. When I was
younger. But I spend like two — two to three hours on the court
and then another two in the gym.

Shontell: That’s a lot.

Williams: It’s enough.

Shontell: So you have a lot going on besides
tennis. You’ve had a startup for 10 years, which I guess is not a
startup anymore. But that’s impressive. Most businesses die in
the first year, so congratulations.

Williams: Thank you.

Shontell: You have EleVen, an athletic-apparel
line, and you have V Starr Interiors, which is interior design.
So it sounds like you’ve also always been interested in business.
I read that your dad used to play business-related cassette tapes
on the way to practice.

Williams: Yeah.

Shontell: So it’s always been a passion of

Williams: Most definitely always been a passion,
and always been one of my goals in life as a young person, to
have my own business. My dad gave us his entrepreneurial mindset,
so that was also ingrained, as well as the tennis. So in a lot of
ways it’s a part of making my parents proud. I think we all want
to make our parents proud, you know?

Venus Williams
Williams often debuts new lines from her apparel
company EleVen by wearing them in matches.

Andy Brownbill/AP

Shontell: Absolutely. What have you learned in
starting these businesses? It can’t have been easy.

Williams: I’ve learned about employee relations;
I’ve learned about following your instinct. One of the biggest
mistakes you can follow is not following your instincts, you
know? A lot of times your instincts will tell you what to do if
you have a good one. Now, if your instincts are terrible, then
you ask for advice. But if you have good instincts, you
definitely have to follow them, or else you regret them.

Shontell: And on your fashion line, you’re doing
the sketches yourself sometimes, right?

Williams: Yeah, the majority. Yes.

Shontell: That’s great.

Williams: Yeah.

Shontell: So you’re artistic as well.

Williams: I try, I try.

Shontell: So how are you juggling everything?
That’s a lot, you know, getting ready to launch the spring line
and running multiple businesses and then also training. And you
were just in the US Open not too long ago.

Williams: Yeah, I think it’s the same as tennis.
You have to have the love, that helps, or else it’s just too much
pressure to be able to keep up with.

And also you have to have the team. At EleVen, we do everything.
From the initial design to manufacturing the product to
distribution, we do everything here in the United States, our
distribution centers. Our warehouses are in the front,
distribution in the back. We make many things in California, ship
them to Florida, ship them out to our customers, we run our own
online business.

Every department is in-house, so that’s great. And we made that
move a few years ago, and we haven’t looked back. So every time
we’re, like, “This isn’t working; let’s take control of it
ourselves.” So it’s awesome to be in control of all of that, and
at V Starr we have about 10 employees, and we do commercial
design. We work not so much in residential — we have maybe one
residential client. Everything else is hotels or condominiums, or
we work on sports centers.

Shontell: How do you manage the stress in your
life? Because this is all very busy and it’s, I’m sure,

Williams: Well, I think there’s more stressful
periods than others when you’re launching new things or going
into a new business, or there are many things that can stress you
out. Having to let people go, that’s stressful. Never fun. But
for the most part, I try to manage a schedule that’s achievable
and try not to make a schedule that’s not. And a lot of times,
sometimes it becomes a little unmanageable, but in spurts. So I
think being able to make an achievable schedule, one that I know
I can accomplish.

Shontell: You’ve changed the sport of tennis in
everything that you’ve done. What advice do you have for someone
who has a childhood dream and wants to follow it and wants to be
just wildly successful like you?

Williams: Thank you. Just always believe in
yourself. “Champions adjust.” It’s a line I learned from Billie
Jean King, and sometimes your dream adjusts. Be willing to adjust
with it and see where your opportunities … sometimes a door
closes but a window opens, so just follow your dreams and
continue. You never know where it’s going to take you.

Shontell: I thought you had some good advice,
too, that even if you feel like you don’t deserve what you’ve
gotten, ask yourself why. Can you elaborate a bit on that and how
you’ve gotten to a good place?

Williams: Yeah. I mean, most of us have grown
up, you know, I think there are very few people who have grown up
in a home that was, like, super normal. You know, we all have
dispositions because maybe you didn’t have a mom or you didn’t
have a dad, maybe your mom died early or maybe mom and dad argued
or they got a divorce or who knows? You have issues that maybe
you’ve started younger or maybe you have your own issues because
you have them. Whatever it is, people have issues and that
affects you deeply. So you have to get to the bottom of it and
not let that affect your life decisions and really understand why
you’re making the decisions you make so that way you can
understand how to not do that, so I always encourage people to
ask why and then to really understand you, because that’s the
only way to be your most successful and your most happy.

Shontell: Great, well thank you so much for the
time, Venus.

Williams: Thank you.



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