Serena Williams – A New Baseline

Whether she wins that 24th Grand Slam singles title or not, tennis star and venture investor Serena Williams is working tirelessly to keep her career in play,

- By Nicole Laporte. Photographs by Djeneba Aduayom

Of all the gear that Serena Williams relies on to keep her playing at the top of her game, the piece of equipment she might value most is Toggl, an App that helps track her time, breaking down what percentage of each day goes to the three things that consume her most: her family, her businesses, and, of course, tennis.

“It’s really good for me, because at the end of the day I can say how much time I spent” on each area of her life “and how it adds up,” she says. Williams tweaks her schedule based on the Toggl data, especially if it shows that she has not been spending ample time with her 3-year-old daughter, Olympia.

“I want my percentage with my daughter to be a lot.”