An exercise in failure: when a social media ‘wellness lifestyle’ venture sours

An online fitness class business partnership between influencer Niamh Cullen and Bold Communications turned sour amid allegations of ‘personal distress’ and legal letters detailing an intellectual property dispute

Niamh Cullen: the social media influencer took a Circuit Court case against Bold Communications Limited, a Dublin-based brand agency after a joint venture failed

Earlier this month, Niamh Cullen shared an emotional video with her 150,000 Instagram followers. “This year was very, very tough,” the social media influencer said, in a series of clips which at times featured Cullen in tears.

“I just feel like everything that I had planned was either taken away from me or on pause because this was going on . . . I was faced with this heavy, heavy baggage every day, this situation, ...