Nick Costello

Nick Costello is the Founder and Creative Director of Built For Athletes. With a background in the finance industry, Nick established the company in 2018. The business has since grown to distributing bags and accessories to over 160 countries. In 2022, River Capital committed to a seven-figure equity injection into the organisation, which has led to collaborations with the likes of the Red Bull Racing F1 Team and Borussia Dortmund.[1]

You can find out more about Built For Athletes at https://builtforathletes.com​ and on Instagram at @builtforathletes.
 
1. For those not already familiar, please could you describe Built For Athletes? 
 
Built For Athletes specialise in backpacks, luggage and complimentary accessories for everyday and elite athletes.
 
2. How did the idea of Built For Athletes come about?   

I started doing Crossfit over five years ago and noticed all the kit required for the dedicated everyday athlete. However, I realised that not one brand specialised in bags for the fitness enthusiast. Every major sports brand offers accessories, and bags normally fall into this category, however no one specialises in this category like Built For Athletes. 
 
3. What challenges did you face when you started the business? 
 
Introducing a new brand that people haven’t heard of is always difficult as it takes time for people to trust the brand and the quality of the products. Fortunately, we’ve now sold to over 184,000 athletes worldwide. 
 
I was also the only person in the business, so I had to manage every department, from marketing to supply chain to deliveries. 
 
4. How had any previous experience or roles influenced how you approached the establishment and growth of Built For Athletes?   

My brother and I ran a clothing brand for six years called ‘Dead Legacy’, which was both D2C and B2B, so we learnt a lot from manufacturing, design, marketing, branding, supply chain and merchandising. 
 
5. What makes Built For Athletes unique? 
 
We’re a specialist rather than a generalist, which enables us to produce the best bags specifically for the dedicated gym-goer. Rather than trying to be everything to everyone, we focus on producing the best products in our category for the everyday and elite athlete. 
 
6. What lessons have you learned since establishing Built For Athletes? 
 
Not one deal, partnership or collaboration will change your business over night. It’s about marginal gains each day. 
 
7. What has been your proudest achievement to date?
 
Being the official luggage supplier to the Red Bull F1 Racing Team. 
 
8. Where do you see yourself, and Built For Athletes, in ten years’ time? 

Within this time, the plan is to have sold and most probably being involved in a similar fitness venture. 
 
9. If you could change one rule, law or stereotype in sport, what would it be? 
 
I would shorten players’ (particularly football) contracts to one year at a time so they’re more based on performance, so it’s more like the real world and workplace. 
 
10. What advice would you give to those looking to work in the health and fitness industry? 
 
Follow what you’re passionate about and usually you’ll make a success of it, as it won’t be a job; it will be more like a hobby with the added bonus of a salary. 
 
11. Please could you describe a typical day in your life? 
 
Wake up at around 6.30-7am, get my little 4-year-old girl Mya ready for pre-school, drop her off at around 8.20am and then head into the office. 
 
Usually, there will be several calls and meetings scheduled both internally and externally. I try to get to the gym a minimum of three times per week. 
 
I tend to leave work at around 5pm to get home to Mya, and then finish emails on my laptop when she’s in bed. 

[1]https://rivercapitaluk.com/case-studies/built-for-athletes/#:~:text=Built%20For%20Athletes%20was%20founded,Danny%20Costello%20joining%20shortly%20after