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00:00I know how valuable it is when people believe in you.Because I felt that my parents did not believe in me as a tennis player.So I realized how valuable that was. And I wanted to give others first a chance to achieve their dreams.And second to be the one to believe in them. I wanted to do something for myself.I never wanted to be given something. And in a way if I would become partner with my father I would feel like I've been giventhat. And I think not many people in life have real passions. And that's why I said to my dad I said I'm really lucky.I have a passion. I have something that I'm thinking I'm thinking about all day long. I realized that if my parentsdidn't give me the chance when I was 15 16 is because I did not convince them. So rather than blame them I blame myself. It's OKto fail. But I failed. I failed in convincing my parents to give me the chance to become a professional player. It was a goodlesson. I learned that first if you don't convince people you might not live the life you want to live.So I decided that from now on is gonna be one of one of my assets to be able to convince people. And second I alsounderstood that to convince people you need to know the people you need to understand the people.I started my academy in 1996. I was 26 years old. And I said publicly I said I'm going to create an academy with a completelydifferent way to think training. And it never changed because I think it's a winning formula.When you want to do something that is tailor made you have to learn the person. And it takes a lot of time. It takes a lot oflistening observing rather and talking. And coaches love to talk because they feel useful and they feel that when they don't talkthey feel I'm not working. And I think it's exactly the opposite. When you talk all the time people do listen. When youdon't talk often when you suddenly say something if people are listening. So it's much more efficient to talk less at the righttime and saying the right things with the right words. But in order to know the right things and in order to know the rightwords you need to know who you're the person you're talking to. I would say that 90 percent of my time was for coaching but 10percent was for business and I was lucky to have good people around me. The business started to do really well. So my tennisacademy it's a big resort also. So we have a lot of other businesses I will tell. Fifteen hundred fifty five rooms havethis restaurant medical center. I have a business partner who is like a brother to me. We're a business. We business partners fornow 17 years. I started UTSA which is a tennis league which I believe has an incredible potential. And I'm working also on aon a coaching platform that we'll be able to coach anyone just with a phone. I know that tennis is in trouble even though itlooks doesn't look like because the average age of the tennis fan is 61 years old and he gets older every year. So I thinkit's a real necessity. Besides that great league that it's called ATP David Westin Grand Slams to create another leaguequality. Yes. And I think those two leagues can live next to each other for the good of tennis. Bring new fans renew our fanbase and show tennis. That is different. And that is more appealing to the younger generations because it's shorter fastermore immersive more authentic and fan centric. Tennis is a mental game. All this mental health has to deal withpressure. When you're a champion you are always under the spotlights and people always expect you to do well.This is very difficult to handle. There is nothing more difficult to handle than having the feeling that you don't havethe right to feel. You know where those people take away from you the right to fail. Because if you feel you feel like it isgoing to be a drummer that brings this pressure. And the questions in the press conference just increase that impressionof how come you're losing. That's the tough part. That's definitely a tough part. But I think as a champion you have tolearn to deal with that. And the biggest champions are the ones who are able to deal with that pressure the best. That's why theconfidence they have in themselves plays a big part because it helps them fight against this pressure.

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Serena Williams' Coach on Reaching New Tennis Players

Patrick Mouratoglou, the tennis coach for superstar Serena Williams and Mouratoglou Academy founder, discusses his unique approach to coaching and why he set up a tennis academy for young, aspiring tennis players. He also talks about how he is trying to change the sport by setting up a new league to attract the next generation of fans. (Source: Bloomberg)

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