Penn State cross country and track athlete Charlotte Costich initially chose Penn State for its school spirit and sports culture. She hadn’t even planned to run in college.

However, after finishing her senior cross country season in high school, Costich quickly realized she wasn’t ready to walk away from the sport.

“It really bugged me that I felt like I had not reached my full potential in high school,” Costich said. “I was getting better, and I could not compete anymore.”

During the summer before her freshman year, Costich trained with one of her best friends who hoped to join Duquesne’s team. Those training sessions made her realize just how much she wanted to continue competing.

“When I got here as a freshman, I was like, ‘I think I’m gonna try to make the team,'” Costich said.

She eventually tried out and made the team. Little did she know, running would become the starting point for another unexpected part of her college experience: content creation.

While struggling to find the motivation to complete a long run during winter break, the Penn State cross country and track athlete decided to post a “come run with me” TikTok without much thought.

“I had a long run that I needed to do, and I was like, ‘I have no motivation to do this,'” Costich said. “I’ll make a video because when I make a ‘come run with me,’ it feels like I have a friend to run with.”

Though she never expected the video to take off, it quickly garnered more than 1 million views, sparking her journey into content creation. 

What started as a simple video quickly turned into something much bigger.

The experience made her realize her videos could be more than a hobby; they could connect her with people beyond running. She also found that creating content was something she genuinely enjoyed.

Now, Costich balances Division I running with pursuing her MBA and content creation.

With so much on her plate, she has learned to make the most of every spare moment. Sometimes, that means editing a TikTok on the bus or uploading a video on her walk to class. 

@charcostich

last run with me while I’m home:( #pennstate #trackandfield #ncaa #indoortrack

♬ original sound – CHAR

From there, Costich began posting more regularly, carving out time in her day to create content.

While her platform took time to grow, each video made her feel more comfortable creating and sharing her life online. Eventually, content creation became a natural part of her busy schedule.  

“I don’t even think that the difficult thing is being a student-athlete, but it’s like I have a full-time job as well, doing the social media stuff,” Costich said.

Between trying to be the best athlete she can, succeeding in her graduate program, and staying creative on her social media platforms, Costich has a lot to manage.

Despite the busy schedule, she wouldn’t have it any other way.

“It is definitely very hectic, but it is all the things I love, so it’s never like, ‘Oh, I have to go do this for social media.’ It’s like, ‘Yay, this is the time I get to be creative,’” Costich said. 

Though many people may only know Costich for her running videos, her content also covers her other interests. 

Her “Charlatte” series—where she tries different coffee shops— has become another way to share her experiences with her audience.

After moving to Pittsburgh for the summer, she wanted to feel more comfortable in an unfamiliar place. The idea for the “Charlatte” series stemmed from the desire to immerse herself in a new city during an internship.

“I didn’t know anyone, and I didn’t really know anything about the city before moving there,” Costich said. “I wanted to be able to come out after three months and give people recommendations for things.”

Costich began searching for the best cafes and restaurants in Pittsburgh, filming herself as she tried different places around the city.

When her sister recommended an iced vanilla latte, Costich’s outlook on coffee changed. What started as a simple drink quickly became something she genuinely looked forward to. 

At first, Costich loved having a coffee to look forward to on her way to work, but the routine soon became more than just a pick-me-up. Her growing interest in coffee gave her a reason to explore Pittsburgh, try new cafes, and document her experiences along the way.

“I would get excited once a week to try a new cafe in Pittsburgh, and then it was like, wait, I had one yesterday, but I also want one today,” Costich said.

When Costich returned to Penn State for the school year, she decided to continue her tradition of trying new coffee shops. Her “Charlatte” series has begun to encourage others to try new spots, too. 

The series name “Charlatte” came from a nickname people in the comments began calling her.

As more people suggested new places for her to try, she began researching each spot before going, learning where the milk was sourced and how the syrups were made, along with other quirks that made each cafe unique.

Her followers love this aspect of her content, which has helped her grow the series’ following.

While content creation has become a creative outlet for Costich, it has also opened doors to opportunities she never imagined.

Her platform has allowed her to work with brands she genuinely loves, making partnerships feel less like advertisements and more like a natural extension of her content. She also enjoys sharing products with her friends.

One of Costich’s biggest partnerships is with Trevi Electrolytes, a brand she has worked with for a little more than a year. She began working with the company when it was still new, making it especially rewarding to watch it grow alongside her own platform. 

The rewards of having a platform extend beyond brand partnerships for Costich.

One of her favorite parts of creating content is hearing from followers and meeting new people through social media. 

“I don’t even realize the impact my posts make until other people come back and tell me,” Costich said. “I think that having a bit of influence on people when I’m just making things that I love is definitely the most rewarding part.”

As for future plans, Costich doesn’t have it all figured out yet. However, she does know she wants to keep running and making content, and may even train for a marathon.

For now, Costich is taking things one day at a time, and as she continues to balance life, she is excited to see where each opportunity takes her. 

“I’m someone that just goes with the wind,” Costich said. “Opportunities will show up when they best should.” 

If you’re interested in following Costich’s journey, you can follow her on TikTok @charcostich.