Conversations with Frederico Tonete

Today we’d like to introduce you to Frederico Tonete.

Hi Frederico, we’d love for you to start by introducing yourself.
My story starts in a taekwondo studio, where I spent over 20 years kicking, coaching, and building a community around fitness and discipline. I owned my own school, poured my heart into it, and eventually built it up enough to sell—a huge milestone. Along the way, I was voted one of Charleston’s top three trainers three years running, which still makes me smile.

Then, at 40, I did something wild: I pivoted. I jumped headfirst into the world of public relations—no safety net, just passion, curiosity, and a whole lot of grit. Starting over in a new industry was terrifying and thrilling, but it’s been the most rewarding risk I’ve ever taken. Today, I’m proud of the momentum I’ve built and the incredible stories I get to help bring into the spotlight. The hustle looks a little different now, but the fire’s the same—and honestly, it’s only getting stronger.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Smooth? Not even close—but honestly, that’s part of what makes it exciting. Jumping from a 20-year career in taekwondo and fitness into the world of PR is like switching from black belts to press kits overnight. I’m rebuilding everything—my network, my know-how, my confidence—and doing it in an industry where I’m the rookie.

There are definitely days when imposter syndrome creeps in, and I’m googling things like it’s my part-time job. I went from being the go-to expert to asking a lot of questions—and yeah, that’s humbling. But I’m scrappy. I’ve built things from the ground up before, and I’m doing it again—with more fire, more purpose, and a fresh perspective. The road’s bumpy, but I’ve got good shoes and a damn good reason to keep walking it.

Can you tell our readers more about what you do and what you think sets you apart from others?
I’m in PR, which basically means I help people and brands show up in the world like they mean it. I specialize in creative strategy, storytelling, and getting the right kind of attention—whether that’s press, partnerships, or buzz-worthy moments.

What sets me apart? I didn’t come from a corporate PR background—I came from owning a taekwondo school and being in the fitness game for 20 years. I know how to hustle, lead, and build something from scratch. I bring that same energy into PR, and clients feel it.

What I’m most proud of? The fact that I took a giant leap into a new career—and I’m already making waves.

If we knew you growing up, how would we have described you?
Growing up, I was a total firecracker. I was the rule breaker, the loud laugher, the one asking why instead of just going along with things. I was endlessly curious, always getting into something—whether it was climbing trees, cracking jokes, or diving headfirst into whatever sparked my interest that week. I’ve always been outgoing, full of life, and not afraid to take up space. Looking back, that mix of curiosity and confidence is exactly what still drives me today.

Contact Info:

• Website: https://www.mypr-lab.com
• Instagram: fvat
• LinkedIn: https://www.linkedin.com/in/fvat/