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World No. 3 Coco Gauff has taken a decisive leap to reignite her stalling tennis career after a turbulent start to the 2025 season. The reigning US Open champion, once hailed as the sport’s brightest young star, has suffered a string of early exits this year—crashing out of the Australian Open, Qatar Open, Dubai Tennis Championship, Indian Wells Masters, and Miami Open.
Her sole triumph came at January’s United Cup, a fleeting highlight in an otherwise disheartening campaign. Now, amid mounting pressure, the 21-year-old has made a bold off-court play to reclaim control of her trajectory.
Coco Gauff’s power play: Launching a legacy beyond the court
In a move signaling both ambition and independence, Gauff announced Wednesday she’s parting ways with her longtime agency, Team8, to establish her own management firm: Coco Gauff Enterprises. The venture, supported by industry heavyweight WME Sports (which reps icons like Serena Williams and Novak Djokovic), aims to blend her athletic career with business and philanthropy.
“I’m excited to build something that allows me to take greater ownership of my career while creating opportunities beyond myself,” Gauff shared on social media.
She emphasized tennis remains her “main priority,” but the firm reflects her desire to “make an impact” across multiple spheres.
The shift comes at a critical juncture. After becoming the youngest US Open champion since Serena Williams in 1999, Gauff’s 2025 struggles have sparked debates about her consistency. Critics argue her relentless schedule—balancing singles, doubles, and off-court commitments—has diluted her focus. By launching her own firm, Coco Gauff isn’t just streamlining her brand; she’s wresting control of her narrative.
Why this move matters
Gauff’s entrepreneurial pivot mirrors a growing trend among athletes seeking autonomy. Unlike traditional agencies that manage endorsements and appearances, Coco Gauff Enterprises will let her handpick partnerships aligned with her values—from social justice initiatives to youth tennis programs.
“From the moment I picked up a racket, I believed my purpose extended far beyond the court,” she wrote, hinting at aspirations beyond Grand Slam glory.
WME’s involvement ensures infrastructure, but the firm’s success hinges on Coco Gauff’s ability to balance boardroom demands with baseline brilliance. Her recent form suggests burnout, but this reset could rekindle her spark. As one insider noted,
“Owning her path might free her mentally—less pressure from external agendas, more focus on her game.”
The road ahead
For Gauff, the timing is strategic. With the clay-court season approaching—a surface where she’s historically thrived—the move could galvanize her comeback. Shedding Team8’s oversight allows her to curate a team laser-focused on her unique needs, from tailored training blocks to selective sponsorships.
Yet risks linger. Juggling entrepreneurship and elite sport is a tightrope walk—one that’s derailed many before her. But if anyone can multitask greatness, it’s Coco Gauff. As she put it, “This venture reflects my passion for growth—as an athlete, entrepreneur, and changemaker.” The question now: Can she turn boardroom boldness into on-court revival?
