As Wimbledon approaches, former champion Andy Murray is heading in a direction few would have predicted.
Rather than taking up a high-profile punditry role with the BBC, the retired British tennis star has decided to explore a different platform altogether, launching a YouTube-based project that he believes offers far more creative freedom.
The three-time Grand Slam winner revealed that he turned down opportunities to join the BBC’s Wimbledon coverage because he finds traditional tennis broadcasting too restrained and predictable.
Instead, he is embracing digital media with a new show that allows him to experiment with content and engage audiences in a more relaxed way.
New Podcast Marks Murray’s Next Chapter
Murray is teaming up with his brother Jamie Murray to launch The Set, a new podcast and entertainment series produced by the team behind the popular football program The Overlap, fronted by former footballer Gary Neville.
The first episode is scheduled to air at 5 p.m. on Friday and will feature internet personality KSI attempting to improve his tennis skills under the guidance of the Murray brothers.
Future episodes are expected to take a more playful approach, with Andy and Jamie experimenting on court using unusual household items instead of standard tennis equipment.
Among the objects featured will be chopping boards, bin lids, and even a copy of their mother Judy Murray’s autobiography.
Why BBC Coverage Doesn’t Appeal to Him
Speaking about his decision, Murray explained that traditional tennis broadcasting has never particularly inspired him.
According to the former world No. 1, much of the commentary and analysis surrounding the sport tends to remain neutral and cautious.
While he understands why broadcasters take that approach, he believes it often lacks the depth and personality that viewers may be looking for.
Murray suggested that unless television coverage evolved into something significantly different, he would struggle to find it enjoyable.
The flexibility of YouTube, on the other hand, allows him to control the format, filming schedule, and style of content without the restrictions that often come with major television productions.
Freedom and Creativity Drive the Move
The Scottish tennis icon admitted that formal interviews and traditional on-camera work have never been his favorite activities.
However, his previous experiences collaborating with online creators and sports personalities have been much more enjoyable.
Murray pointed to projects he has completed with golf content creators and well-known sporting figures as examples of the type of media work he finds entertaining.
That freedom to experiment appears to be one of the biggest reasons behind his decision to focus on digital content after stepping away from professional tennis.
Murray Reduces His Own Social Media Use
Interestingly, while Murray is entering the world of online content creation, he has simultaneously been trying to reduce his own time spent on social media.
He revealed that he has removed social media apps from his phone after feeling they were consuming too much of his time.
To help break the habit, he began using a device that limits access to apps and websites, allowing him to focus on essentials such as phone calls and everyday tasks.
The change, he said, is aimed at helping him become more productive and less distracted.
Support for Government Restrictions on Youth Social Media
Murray also shared his support for proposed restrictions that would prevent children under 16 from accessing major social media platforms.
The former Wimbledon champion believes such measures could make parenting easier by removing some of the challenges families face when managing children’s screen time.
He explained that he and his wife make a conscious effort to keep their children active and engaged in outdoor activities rather than spending long periods online.
According to Murray, his children participate in a variety of sports, including athletics, hockey, netball, cricket, and football, helping them stay active and develop different interests.
Helping Jack Draper Prepare for Wimbledon
Away from his media ventures, Murray has continued to contribute to British tennis through coaching.
In recent weeks, he has been working alongside rising British star Jack Draper as the young player prepares for Wimbledon.
Draper is returning to competition after spending time out with a knee injury that had sidelined him since April.
The British No. 1 recently secured a hard-fought victory over American player Marcos Giron at Eastbourne, winning 6-4, 7-6 (7-5).
Following the match, Draper expressed gratitude for Murray’s guidance, praising the former champion for taking the time to help him.
He even compared his own gritty performance to the type of determined victories Murray became famous for throughout his career, describing it as a case of “winning ugly”—a trademark quality that helped Murray achieve success at the highest level of the sport.
A Different Kind of Post-Retirement Career
While many retired tennis stars naturally transition into television commentary, Murray appears determined to chart his own path.
By stepping away from conventional broadcasting and embracing YouTube, podcasts, and digital entertainment, he is betting that audiences want something more spontaneous, personal, and creative than the traditional coverage that has long dominated tennis broadcasting.
As Wimbledon begins, Murray may not be sitting in the BBC studio, but he is still finding new ways to stay connected to the sport—and perhaps reaching an entirely new generation of fans in the process.
