Independent fitness, sport & wellness PR · UK
Endurance has a story.
I get it heard.
I'm an independent PR consultant for fitness, sport and wellness brands, including HYROX, Hyperice and Eight Sleep. I also have extensive experience of working and partnering with Olympians and top professional athletes.
40+
placements in major titles
20+
client podcast appearances
7+
years in endurance sport, health, fitness and lifestyle
Selected work
What the work looks like
In the media
Where the work lands
-
Women’s Health
Women’s Health Fitness Awards 2026: the apparel, brands, tech and equipment we love
18 August 2026
-
-
Services
What I do
PR and media relations
Coverage in the titles your customers read. I’ve secured more than 40 pieces in major publications, including The Times, The Guardian, the Financial Times, GQ and British Vogue, and Tymewear’s Wahoo integration alone was covered by 15 titles. I write for the press myself, so my pitches arrive the way editors want them.
Partnership management
Partnerships that work for the athlete and the brand. I have extensive experience of working and partnering with Olympians and top professional athletes, and I’ve managed partnerships for fitness and wellness brands too, so I know what each side needs from a deal. I find the right fit, agree the brief and keep both sides delivering once it’s signed.
Reputation management and profile building
Reputation is built between launches, not just during them. I’ve secured more than 20 podcast appearances for clients, including truefuels co-founder Alistair Brownlee on Untapped with Spencer Matthews, and I keep founders, experts and athletes in front of the editors, hosts and audiences that matter to them, month after month.
Micheál plugged into the team quickly and took the time to understand our products, our markets and our media targets, helping us to feature across a range of publications which included The Times and Vogue. He was organised and responsive throughout, and his relationships with journalists also meant we were able to run successful press events and showcase new products to key titles.
Olivia Stock
Head of Marketing and Community, FÔLD
Brand
About
Micheál Costello
I’m Micheál Costello, and VO2 PR is my independent practice. I secure coverage, manage partnerships and run events from start to finish — for truefuels, that meant two launch events and coverage in The Telegraph, The Times and Men’s Health. I’ve also worked with brands including HYROX, Hyperice, Eight Sleep, Tymewear and FÔLD. I write for the press myself, so I pitch the way editors want to be pitched. I take on a small number of brands at a time, so every account gets me, not a junior. Outside work I race long-distance triathlon for the Irish Triathlon Team.
What’s your story?
Every enquiry gets a personal reply from me, and an honest answer if I'm not the right fit.