Telehealth provider Ro has signed 23-time Grand Slam champion Serena Williams as a celebrity patient ambassador for its weight-loss program built around GLP-1 drugs, the company announced Thursday. Williams will headline a multi-year national advertising campaign aimed at normalising the use of the injectable medicines, which curb appetite and slow stomach emptying. Williams, 43, said she shed 31 pounds over roughly a year on a GLP-1 regimen after postpartum efforts based on diet and exercise failed to deliver results. In interviews released with the campaign, she said the treatment improved her blood-sugar readings and eased joint pain, and she hopes her story will dispel perceptions that the medicines are a "shortcut." Ro offers cash-pay and insurance-eligible access to Novo Nordisk’s Wegovy and Eli Lilly’s Zepbound through its telehealth platform. The company declined to specify which branded drug Williams used. Her husband, Reddit co-founder Alexis Ohanian, is an investor in Ro and sits on its board. Williams’ endorsement underscores the rapid move of GLP-1 therapies from diabetes care into mainstream weight-management, a shift that has fuelled soaring demand and intensified competition among providers and drugmakers.