WILL PERFORM by Serena Williams
Imagine you’re an athlete pushing your limits or a fitness enthusiast committed to your daily workouts. The one thing that holds you back isn’t the lack of motivation but the recovery process that follows each intense session. Enter Will Perform, a new lifestyle collection dedicated to redefining athletic recovery.
The Problem: Ineffective Recovery Solutions
Traditional recovery products often fall short, catering primarily to older demographics or offering limited efficacy. Athletes and fitness lovers find themselves navigating a maze of pain relief solutions that either don’t address their specific needs or lack modern sensibility. For those striving to perform at their peak, this is not just an inconvenience but a significant hurdle.
Will Perform is transforming the way we think about recovery with a comprehensive range of products designed to soothe, relieve, cool, and rest. Launched by Serena Williams, in partnership with CPG executive Hank Mercier and entrepreneur Eric Ryan, this brand is crafted to meet the specific recovery needs of athletes and active individuals.
The product line features five staples across four categories:
Relieve: Will Relieve Pain Relief Roll-On and Spray
Cool: Will Cool Cooling Pain Relief Roll-On
Soothe: Will Soothe Daily Muscle Soothing Lotion
Rest: Will Rest Nightly Muscle Recovery Lotion
Powered by ingredients like menthol, camphor, lidocaine, lavender, and geranium, each product is meticulously designed to provide deep, effective relief. Priced under $20, these offerings make professional-level recovery accessible to everyone.
An All Star Team:
At the heart of Will Perform is a powerhouse team led by Serena Williams, Hank Mercier, and Eric Ryan. Williams brings her unparalleled experience and passion for perfection, ensuring the products are tailored to the needs of athletes. Mercier and Ryan add their extensive expertise in consumer products, having successfully launched brands like Method, Olly, and Welly.
Alexia Lundberg, Ph.D., chief product officer and biochemist, emphasizes that the brand is about more than just pain relief—it's about integrating recovery into everyday routines. “Recovery should be something we think about daily, especially for those who work incredibly hard and need to perform at their best,” she explains.
Innovative and Accessible
Will Perform stands out with its innovative approach to product design and accessibility. The formulations prioritize efficacy, feel, smell, and ease of use, creating an elevated experience for the user. The inclusion of ingredients like ceramides and vitamin E in the Soothe lotion highlights the brand’s commitment to skin health, while magnesium supports muscle recovery.
Moreover, the products feature hands-free applicators, solving the common problem of messy applications. The design also addresses the stringent regulations for child-resistant packaging without compromising on aesthetics.
A New Standard in Recovery
With a mission to bridge the gap between performance and self-care, Will Perform is not just a brand—it’s a movement towards a more thoughtful approach to recovery. Serena Williams’ vision and the team's execution promise a future where recovery is an integral part of our fitness journeys, allowing everyone to perform at their best, day after day.
At Base Ventures, we are thrilled to support Will Perform as they redefine athletic recovery and bring professional-grade solutions to everyday athletes. As proud seed investors alongside Obvious Ventures, we look forward to witnessing the impact of their innovative products on the lives of those who strive to achieve more.
