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Inside Serena Williams’ partnership with Ro for GLP-1s

The tennis star revealed that she is taking GLP1s for weight loss in a new campaign.

Heerea Rikhraj

August 25, 2025

11:22 am

Image via Ro / YouTube

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It’s a grand slam partnership for telehealth provider Ro. World renowned tennis star Serena Willams is partnering with the brand as its newest ambassador to talk about her journey with GLP-1s.

Williams revealed that she was taking GLP-1s for weight loss last Thursday. Her announcement sparked a lot of chatter amongst different groups, driving the message that even world class athletes with disciplined workout routines may need to turn to GLP-1s for their needs.

“It’s about biology,” said Saman Rahmanian, co-founder and chief product officer. “The greatest athlete in the world who has won 23 Grand Slams is turning to this treatment despite eating clean and having a disciplined workout routine. It shows the world that managing your weight is more than just your routine.”

The campaign features images of Williams with a GLP-1 injection shot, a strong visual image depicting how the product is to be administered.

Rahamanian said that this was important to show in the campaign because it educates audiences on the use of the product.

The campaign text includes a first-person quote from Williams, which reinforces the message Rahamanian conveyed.

“As an athlete and someone who has done everything, I just couldn’t get my weight to where I needed to be at a healthy place – and believe me, I don’t take shortcuts,” Williams said in the quote.

In the 30-second ad campaign, Williams stresses that taking GLP-1s is not a shortcut, it’s science.

Rahamanian added that the team was particularly excited about the campaign because of its authentic message.

“Serena was a Ro customer before she was an ambassador,” said Rahamanian, touching on how Williams started her journey with GLP-1s in January 2025. “There was a lot of chatter about what was going on, and this is the opportunity for her to come out and say authentically what was going on.”

He added that the team emphasized this message in the video, and deliberately included mentions and visuals of the app to highlight the importance of going through the program on the app while on GLP-1s.

The biggest part of this particular campaign was addressing the stigma around GLP-1s.

“There are a lot of misconceptions about the treatment,” added Rahamanian. “Serena being able to tell her story, talk about how she, despite being the greatest athlete of all time, still struggles, breaks the stigma around who can use something like this.”

The campaign is running on digital and broadcast, and Ro is investing heavily in a NYC out-of-home presence, including Times Square and the US Open. Williams also spoke extensively about her weight-loss journey in a People exclusive last week.

Williams was already connected to the brand through her husband, Reddit founder Alexis Ohanian, who is an investor in the company and serves on its board.

Ro partnered with ex-NBA star Charles Barkley earlier this year, bringing him on as ambassador after he shared his journey using GLP-1s to manage his weight loss.

The company offers the most popular GLP-1 treatments – Ozempic, Wegovy and Zepbound — at a discounted rate from the two biggest players in the game — Eli Lilly and Novo Nordisk.

According to KFF health data, one in eight Americans have already tried a type of GLP-1 drug, and that number is expected to grow exponentially over the next decade.

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