About
Micheál Costello
I'm an independent PR Manager for fitness, endurance sport and wellness brands. I’ve worked with clients including truefuels, Tymewear, HYROX, Hyperice and Eight Sleep and have more than seven years of experience working across the endurance sport, health, fitness and lifestyle spaces. I also have extensive experience of working and partnering with Olympians, top professional athletes and content creators.
I'm a PR Manager with more than seven years' experience in the worlds of fitness, endurance sport, wellness and lifestyle. I've worked with global brands across health and fitness, among them HYROX, Hyperice, Eight Sleep, Tymewear, FÔLD, truefuels, Vekta, Wattbike and Puresport. Securing coverage across national and consumer press, managing their partnerships and running their events from start to finish.
That work has produced countless pieces of coverage in major publications, including The Guardian, The Times, The New York Times, GQ, the Financial Times, British Vogue and Runner's World, and more than 20 podcast appearances for clients. I also have extensive experience of working and partnering with Olympians, top professional athletes and content creators.
I'm also a freelance writer, with pieces in The Times, The Guardian, Men's Health, Cycling Weekly and Condé Nast Traveller. I read pitches from the other side of the desk, so I know what an editor needs before I send one.
Outside work I race long-distance triathlon for the Irish Triathlon Team, so I know endurance sport from the start line as well as from the press office. VO2 PR is my own practice, and I keep it small on purpose: I take on a few brands at a time, and each one works with me, not an account team.
Services
How I work
PR and media relations
Coverage in the titles your customers read. I’ve secured several 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, 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. I also have extensive connections with athletes and content creators in the fitness and endurance sport space.
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
What's your story?
Every enquiry gets a personal reply from me, and an honest answer if I'm not the right fit.