World No. 3 Coco Gauff has made a bold and decisive move to take charge of her career trajectory after a turbulent start to the 2025 season. The reigning US Open champion, once celebrated as one of tennis’s brightest young stars, has faced a string of early tournament exits, raising concerns about her form and consistency.
After early knockouts at the Australian Open, Qatar Open, Dubai Tennis Championships, Indian Wells, and Miami Open, Gauff’s only notable win came at the United Cup in January. Seeking a fresh start, the 21-year-old has officially cut ties with her long-time management agency, Team8, to launch her own firm: Coco Gauff Enterprises.
A Power Move On and Off the Court
Gauff’s newly formed venture will be backed by WME Sports, a powerhouse in athlete representation with clients including Serena Williams and Novak Djokovic. The firm aims to oversee both her sporting career and philanthropic efforts, offering her more autonomy in building her legacy.
“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 that tennis remains her “main priority,” but expressed a desire to expand her impact into business, activism, and youth development.
Timing Is Everything
The timing of this move is strategic. With the clay-court season just around the corner—a surface where Gauff has traditionally excelled—she’s looking to reset her focus and results. By forming her own team, she gains flexibility over training schedules, sponsorship choices, and public engagements.
Critics have speculated that her busy schedule, which includes singles, doubles, and various media duties, may be affecting her performance. Now, Gauff is reasserting control, not just to rebuild her ranking but also to shape her narrative.
“From the moment I picked up a racket, I believed my purpose extended far beyond the court,” Gauff wrote.
Risks and Rewards
While this entrepreneurial step mirrors a broader trend of athletes seeking autonomy, it does come with challenges. Balancing elite competition with business leadership is no small feat. Yet Gauff’s move reflects confidence in her vision and potential to succeed beyond the baseline.
As one source close to her team noted:
“Owning her path might free her mentally—less pressure from external agendas, more focus on her game.”
The Road Ahead
As Gauff prepares for the European clay season, her revamped support system could be the catalyst for a mid-season comeback. Her new setup will allow for a more tailored approach to her athletic development and strategic planning.
If this gamble pays off, it could mark not just a return to form, but the beginning of a new era—where Coco Gauff thrives not only as a tennis star but as a trailblazer in sport and entrepreneurship.
