In 2001, Roddenberry became chief executive officer of Roddenberry Entertainment, which builds upon his father's work, and develops multimedia science fiction properties including comics, television and film projects.

In mid-2009, the Los Angeles Times reported that Roddenberry approved of the 2009 Star Trek film by J. J. Abrams.
Roddenberry opined that the producers and writers "made Star Trek cool again" with the film.

In 2010, Roddenberry, an avid scuba diver since 1993, founded the Roddenberry Dive Team, to allow people "to embark on undersea experiences and discover the diversity beneath the ocean."
Roddenberry leads the dive team in its exploration of underwater worlds and hopes to inspire stewardship of the world's oceans.
Roddenberry, who holds a Divemaster certification, has led or participated in more than 1,000 dives from exotic locations around the world.

In October 2011, The Roddenberry Foundation, which was founded by Rod Roddenberry, made its largest gift of $5 million to the J. David Gladstone Institutes in San Francisco to establish the Roddenberry Center for Stem Cell Biology and Medicine.
The Roddenberry Foundation believes that the center's innovative technology that converts adult skin cells into life-changing stem cells will radically advance the fight against Alzheimer's and heart disease.

On March 3, 2016, it was announced that Roddenberry and Trevor Roth, chief operating officer of Roddenberry Entertainment, would join the production of the then-upcoming TV series Star Trek: Discovery as executive producers.
In 2001, Roddenberry became chief executive officer of Roddenberry Entertainment, which builds upon his father's work, and develops multimedia science fiction properties including comics, television and film projects.
In mid-2009, the Los Angeles Times reported that Roddenberry approved of the 2009 Star Trek film by J. J. Abrams. Roddenberry opined that the producers and writers "made Star Trek cool again" with the film.
In 2010, Roddenberry, an avid scuba diver since 1993, founded the Roddenberry Dive Team, to allow people "to embark on undersea experiences and discover the diversity beneath the ocean." Roddenberry leads the dive team in its exploration of underwater worlds and hopes to inspire stewardship of the world's oceans. Roddenberry, who holds a Divemaster certification, has led or participated in more than 1,000 dives from exotic locations around the world.
In October 2011, The Roddenberry Foundation, which was founded by Rod Roddenberry, made its largest gift of $5 million to the J. David Gladstone Institutes in San Francisco to establish the Roddenberry Center for Stem Cell Biology and Medicine. The Roddenberry Foundation believes that the center's innovative technology that converts adult skin cells into life-changing stem cells will radically advance the fight against Alzheimer's and heart disease.
On March 3, 2016, it was announced that Roddenberry and Trevor Roth, chief operating officer of Roddenberry Entertainment, would join the production of the then-upcoming TV series Star Trek: Discovery as executive producers.
Rod Roddenberry