Serena Williams, co-founder of Will Perform, says her own recovery rituals were a key to her performance – and she’s ready to share them with a new product line
Serena Williams is looking to soothe aches and pains with her latest business venture, Will Perform. The former tennis champ, investor, and designer has been busy after retiring her tennis racket and is now serving a collection of topical pain relief and muscle care solutions.
Will Perform will be available in Target stores and on Target’s website starting December 18.
Williams, who played her final match in ESPN’s most-watched tennis broadcast in network history this September, is launching Will Perform with the help of two seasoned business veterans, Hank Mercier and Eric Ryan.
Clean and cruelty-free, the topical pain relief and muscle solution collection, intended for athletes or those with an active lifestyle, includes five products in four categories: WILL Relieve, Will Cool, Will Rest, and Will Soothe. The products are priced from $12.99 – $15.99.
While the roll-on and spray relief and cooling products will aid in pre- and post-workout pain relief, Will Perform’s Soothe and Rest products are designed for daily skin and muscle care.
“Recovery has played an integral role in my performance and professional success. It’s a practice that can benefit anyone with an active lifestyle. That belief is what inspired us to develop a line of products that targets your muscles and can be incorporated into your daily self-care routine,” says Williams of the newly-launched wellness line.
When designing the new venture, Serena Williams and the team made certain that the products would be appropriate and appealing for daily care routines rather than just when needed.
The daily muscle soothing lotion provides a skin-quenching experience complete with Magnesium and Ceramides, while WILL Rest Nightly Muscle Recovery Lotion provides a deeper overnight recovery as it relaxes muscles while you snooze.
“I love transforming the mundane into a new experience that consumers will be excited to incorporate into their daily lives,” says co-founder Ryan, who is also founder of the eco-friendly method brand, as well as OLLY and Welly. “You can’t expect people to adopt a ritual if it’s not enjoyable, and that’s where Will Perform feels truly disruptive. These are beautifully designed and thoughtfully formulated self-care products that consumers will look forward to using.”
Williams has been on an entrepreneurial quest, focusing on health and wellness endeavors. The tennis great recently backed Wondermind, a digital mental health firm launched by Selena Gomez, and has been a notable investor in Tonal, a strength-based at-home connected fitness brand.
She took to Instagram to share a clip of her walking confidently on the court before rolling on some WILL Relieve.
“This day has been years in the making, and I am super excited to be launching my new brand WILL PERFORM!!! Recovery has been such an important part of my career and my life — especially as a mom — so I can’t wait for you all to experience the recovery collection that I curated. Head over to @willperform and willperform.com to learn more!” Williams posted.
Courtney Rehfeldt has worked in the broadcasting media industry since 2007 and has freelanced since 2012. Her work has been featured in Age of Awareness, Times Beacon Record, The New York Times, and she has an upcoming piece in Slate. She studied yoga & meditation under Beryl Bender Birch at The Hard & The Soft Yoga Institute. She enjoys hiking, being outdoors, and is an avid reader. Courtney has a BA in Media & Communications studies.