Public relations expert Mark Borkowski has called on Olympic swimming champion Adam Peaty to cease engaging in what he describes as "car crash" interviews and to focus on healing a significant rift with his family. Borkowski suggested that these public discussions of his personal struggles are detrimental to Peaty's mental health and athletic performance.
Peaty, 31, has recently won bronze medals in the 50 and 100-meter breaststroke at the Commonwealth Games, but has spoken openly about difficulties he has faced this year. He is reportedly estranged from his parents, Mark and Caroline, who were not invited to his wedding to Holly Ramsay. Peaty has referenced going through "sh**" which has taken a toll, a sentiment echoed in post-race interviews.
Borkowski, a well-regarded publicist, expressed concern over Peaty's media approach, noting it seems "DIY PR" and lacks optimal professional guidance. He stated, "It doesn't strike me that he's getting what he needs at this time - the best possible advice - and that's just going to compound his mental health issues." Borkowski emphasized the importance of a strong support team for any successful individual, whether in sports, business, or politics, and suggested that honest conversations with his parents might be more beneficial than discussions with his wife, who is expecting their first child.
Peaty's father-in-law, Gordon Ramsay, is a public figure, but Borkowski doubts he is providing Peaty with PR advice. He noted that while the Ramsay family is adept at generating headlines, Peaty's current approach of addressing the feud in interviews is self-defeating, particularly given his association with the Ramsay brand. "Bitter family feuds are not good for the soul – and not good for a sportsman," Borkowski commented.
Borkowski advised Peaty to adopt a more pragmatic and less emotional approach to public relations, suggesting he "say nothing at this moment until you've actually worked out what you can say, and you've understood what you do say has ramifications." He believes Peaty's words are unconsciously fueling the narrative of family division.
Peaty's mother, Caroline, has posted on social media, stating that she and her husband continue to support Adam "from afar," describing him as their loved son whom they supported in reaching his aspirations. She added, "We are strong, we love and we are always there for each other."
If advising Peaty directly, Borkowski would advocate for family harmony, comparing the situation to that of the Beckham family. He suggested that mediation is necessary, acknowledging that all parties may need to make compromises. "Reconciliation… love conquers all," he stated.
Beyond the family dispute, Borkowski also expressed sympathy for Peaty's struggle with an aging body in his athletic career, a challenge faced by all sports stars. He noted the significant psychological impact of no longer being at the peak of one's sport and the difficult transition that follows. "Sporting heroes, particularly in this country, are expected to carry on and carry on. It's a massive burden and few people understand the psychological scars that carries," Borkowski added.