Episode #579: From SoulCycle to Satire-Johnny Hilbrant on Creating PE Guy and Viral Success

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This is Pete Moore on Halo Talks nyc. I have the pleasure of bringing the

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PE Guy coming to his first Halo Talks. He.

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Johnny. Here I am. Good to see you, bro. Well,

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you look a little different. Different in person than in your. In your

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shticks. But let's first start off, you know, one, we're both in the

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soul cycle ecosystems. You are a soul cycle instructor up in Boston. I'm done

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my 650 ride being in New York. The soul cycle cult. So

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how did that. How'd you get involved in the industry? And then we'll pivot to

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some of the sticks that you're doing. Yes. 650 is nothing to

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shake a stick at. Thanks. Pretty intense, But I

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started. I started riding in Chicago, where

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I'm from. I was living in Chicago. I started riding in 2015

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and in the fall, and I was just like, this is crazy. I was

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between jobs, trying to figure out what I wanted to do with my life. Like,

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this is crazy. These people are like superstars, and I want to be one

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of them. And I. I loved. I love the workout. I love the vibes of

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the whole studio. I loved everything about it. So I just was like, I got

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it. I have to do it now. Like, two months after I first started

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writing, they hosted auditions, and I was like, all right, I guess I could do

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that. So audition with, like 60 people in this room, and they're all. They all

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are fitness professionals. They look the part, they get on the mic, they act the

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part. It's. And I get up there and I'm just like. I just remember,

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like, my audition was such a blur, but I remember being like, this is

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weird. Like, I feel like I'm on the wrong. I'm facing the wrong way up

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here. This is so weird. While I'm saying it, I'm like, I'm not getting this

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job. And they picked two of us out of the 60. And I went to

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training in group. Group 21 of training at Soul Cycle in 2016.

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We started January. I graduated with. There were 21 of us. I

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graduated with like 14 of us. The other girl who came from

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Chicago with me didn't make it to training. I was like, how did I get

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here? They relocated me to Boston, and that's the rest is

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history. I was in Boston full time for five or six years at

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SoulCycle, and then I dropped down to part time, which has been good on my

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body and my work life balance. Yeah. Yeah. I used to

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follow Mantis back in New York and Jadis on 29th Street.

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So I was always in Bike 54, I think

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was directly on the top shelf. Some of the things I loved were the shout

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outs that were going on and I kind of like transferred my

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disposable income from nightclubs to Soul

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cycle classes. So I had no problem with that trade off.

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And it's pretty awesome. The community that they set

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up as you to stay on SoulCycle for a

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minute, obviously they did a deal with class Pass and they

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had to make some tweaks to the business model. Do you still feel like

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it's still the same, know, energy level and

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experience? Obviously in your classes they are, but how do you feel about. Because I'm,

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I'm comfortable where we're at right now, but unfortunately there's not one in Arizona.

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I'd love to get one here. Yeah, I think it's different than it

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was like anything, you know, I think it's changed a lot. Obviously, as a business

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has changed, there's a lot more competition out there. But I always say no matter

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what happens when I'm, when I'm in that, that room, if I'm taking someone's class

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or I'm teaching my own, no one can take that experience away from us.

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So while I don't think that SoulCycle has the same share of the

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market that it used to because it had everybody and it was like the thing,

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I don't think it has the same buzz that it used to and the

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vibe. When you walk into a studio, classes are not all full the way they

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were in 2017. A monkey could sell out at 7:30pm

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on Tuesday, Thursday night, it didn't matter what time of year.

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And so I think it's changed a lot, but I think that nothing changes. The.

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Those doors close. It's dark in there. That energy

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that always, it always hits for me.

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This is Pete Moore. I want to let you in on a little secret. There's

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this company called Promotion Vault. And what they do is they give out rewards

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from retailers that allow you to incentivize your

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members without having to do zero down and one month free

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or giving away shakes or giving away T shirts. What you want to

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do is build a rewards program that lasts, that people

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value and that doesn't discount your own products and services.

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So here's the deal. There's something called Rewards Vault. The Rewards

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Vault is going to allow a member to set up their own profile.

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They are going to answer questions, you are going to get those answers, you're going

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to be able to target those members and you're going to reward them inside your

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club, inside your spa, and outside of the club and outside

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of the spa. To get them to become loyal, to get them to pay

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their monthly dues, and to be rewarded properly for

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the actions. A lot of companies are cutting back on rewards. You shouldn't be

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promotion vaults. Your answer. Trust me, this is real.

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Let's talk about, like, what you've been doing and the. The notoriety

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and positivity that you've gotten from creating this PE guy.

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You know, you got that little, you know, facial filter, or is that. Do you

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actually physically do that? That's a filter. Thankfully, I can't

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make my face look like that naturally. Yeah, it's a filter. But

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when did this start and why? What kind of propagated this whole,

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you know, ultra personality change?

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I had been thinking for years about how you get stuck talking to somebody at

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a wedding, and it was a particular

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kind of guy, usually. And so I'd always.

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I kind of joked with friends about that, like, oh, I got stuck talking to

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that guy. Or my friend group would, like, leave me in the corner talking to

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somebody and somebody talking at me. And then in March,

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I just found this filter. I was like, this is kind of like the guy

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you get stuck talking to at a wedding. Like, just that. Like, this is the

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face it just popped. I was like, this is great. So I

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started posting to reels in March, at the end of March

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this year, and. And it just, like, took off.

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And I was like, whoa. And it didn't. He didn't have a job at first.

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He was just the guy who gets stuck talking to at a wedding. And I

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was like, I got to give this guy a job. And I realized a lot

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of the people I was talking to were working PE

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So I was like, oh, okay. Like, he's like, okay. He works in private equity,

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and he talks about that a lot. Then it morphed into, you know, I could

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have picked any profession, honestly. It just. It was like a shot in the dark.

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And I picked PE and then I think that kind of elevated him to another

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level. And. And people were like, oh, my gosh. This is because I have no

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experience in PE at all, right? So I was just like. I was just like,

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I got lucky that I picked this guy. And I was like, this is pe.

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This is what PE Guys are like. And I was like, well, you do tell

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me, because I don't know. I don't work with them. But I. It

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just. He turned into PE Guy. And so the first video did well. The

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second one, I Was like, all right, let's see if this happens again. I post

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it. It blows up the. You know, and then I just was like, all right,

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I'm in this. I'm on this treadmill. Like, the algorithm has opened up, and I'm

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like, got to feed it, Got to feed it. And it's been. It's been

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amazing. I mean, I. Opportunities like, I never would have imagined, really. Yeah,

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I'm sure. But, you know, as you kind of, like, put these videos

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together, I've had conversation. I was at a dinner, like, three weeks

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ago with a couple friends of mine. They're like, yeah, my buddy, this fund, you

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know, he's got, like, six golf club memberships. I'm thinking to myself,

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like, dude, I play, like, maybe six rounds of golf a year, if I'm

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lucky, and I usually only play, like, nine or 12 holes because I'm busy, dude.

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I'm like, I don't have time for this, right? The guy's, like, telling me, like,

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oh, yeah, one of them. He's got a membership in New Zealand. And I'm just

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like, dude, like, what the. What kind of use of capital is

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this? Like, you're supposed to be, like, really efficient use of capital if you're a

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private equity guy, and then, like, your lifestyle has, like, ridiculous,

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unnecessary spending. So how did you either research

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this or how did you just know that this shit's having conversations? Not just

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a wedding conversation. This is like. Just like, you meet someone in an elevator, and

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this kind of just spews out of them. Yeah, well, I would say a lot

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of it is my personal experience, talking to people who. Who would just, like, tell

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me these things. And I'm like, I. I do. You're spe. Chinese to me. And

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then I have a general understanding of what private equity does, like, a little bit.

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And I've heard from people whose companies have been acquired by

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private equity, people friends who are dentists and things like that who are like,

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they took this and they shrunk it, and then they want. And then they've

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ruined it. Or I've heard people with good experiences, but

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I've heard it all from them and then from people who are affected

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by what they do. So, you know,

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they. They. And just, like, a lot,

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you know how people are like, oh, how does he. How does he. He's only

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35. How does he. How does he fly privately? Or what? I'm just making an

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example, like. And people like, oh, he's. He's in private equity. And. And that's it.

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And Like I'm supposed to just go like, oh, okay, like, that makes sense to

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me. You know, like you said, though, the, the, the use of

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capital, I think is funny because I think that they probably have a world where

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they are trying to keep up and they acquire a business

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and they're going to very, very effect efficiently use capital for that

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business. But then in their own life, they seem to be a little

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bit, some of them a little bit haphazard, like a runaway

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train, because they're among other people who are buying watches and

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flying privately. And so just,

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I don't know, I just hearing from the people

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themselves. Hearing, yeah. And obviously you've got a lot of, you

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know, viral activity on this and guys love it who are

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in PE or outside of PE or hedge funds or what. Have you, have you

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had any backlash? Has anyone said, like, hey, man, like, you know,

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cut it down a bit or like, you're giving us a bad name? Or it's

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all just been like, hey, we'll take the satire. No, there's

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really been no backlash at all. I blocked

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it. Every, Every two weeks, somebody comments, you're not funny. And

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I'm like, that's a pretty good, you know, comedy subjective. I totally understand

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that some people don't find it funny. You know, some people don't find some of

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the best comedians in the world to be funny. So I'm not. And I'm not

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saying I'm the best one of the. I'm just so. I. But I have

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not heard from anybody saying, you know, you're giving us a bad name. I imagine

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there's. There's some groups of very, very stuffy guys out

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there, maybe at Blackstone or something, who, who see it and are just like, I

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don't want to see that again. Like, that guy drives me nuts. I, I was

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at a wedding and. Where'd she work?

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At Bain. Yeah, I was at a wedding and a woman. The only backlash

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I will say was a in person to me, was a woman who works at

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Bain, who's high, high up, whatever that means. And she

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works within private equity in Bain, I think. And she

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was a little drunk probably, and she came up to me and she just was

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like, you're really annoying. And I was like, oh, yeah. I was like,

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oh, okay. Well, my character's really annoying. And she was like, well, you are your

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character, so you're really annoying. And I was. It was an. Not a productive conversation

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at all. But I also think that there's something funny

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to be said for, like, I put Myself out there. And some people,

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you know, this is. Other creators have this problem too. And people in comedy, like,

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people think that they can tell you, you know, people give me feedback all the

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time, like, try do a different character. You know, it's usually not negative, but that

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was, I was like, that is like the equivalent of me walking up to you

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and saying something like, it's. Just, it's like, you should, you should do.

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You should do management consulting or something, right? Or you should. Yeah, that kind of

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like I should. Like move to another. They're just saying to me, like, you should

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do something different than your day job. Right? Yeah. Or like this girl being like,

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you, you know, you're annoying. And I. And I was like, oh, okay.

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And she just kept hammering it like the rest of the night. Like, she was

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like, you're annoying. And she was really, I think she was really drunk and like

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a stressed out mom who has a busy life. And so. But I was just

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like. And I gave her a lot of grace. I was like, you know, most

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people would be like, fuck off, you know, And I was, I was at my

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friend's wedding. She's like, related. She knows my friends. I was just like. And after

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the wedding, I said to my friend, I was like, that was like the worst

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interaction I've had with somebody. She just was like calling me annoying. And I was

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like, I know the part of the character is that he's annoying and like. But

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I think she works in private equity and I think that she's kind of like,

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there's a little bit of like, you don't know what you're talking about. Like, you

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know, get out of here kind of thing. And I'm like, just keep that to

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yourself. Yeah, I did something funny the other day. A buddy of mine told me

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to go on to ChatGPT, which I use like very aggressively.

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And it says just roast me. And like, I had

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GBT roast me. And it was some of the funniest shit that I've ever

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like. It was pretty hardcore. And I sent it around to my team because I

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think at some point you actually need to laugh at yourself and actually have

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like a self awareness. So what you're doing actually may have a

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very positive impact on having. Look in the mirror and

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be like, hey, maybe we should tone this down. And maybe like the three country

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clubs might be enough for the six. Or if I have six, maybe I should

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just talk about three, you know, like, maybe this isn't like how I want to

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present myself to the world, right? I mean, like. Like, it's not at all.

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I keep saying to people, I'm not anti capitalism. I'm not anti have

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money. I'm just like, have it and don't talk about it. I know some people

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who are exactly. Who are really successful. I know people whose parents are

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like, billionaires, literally. And you would never know. You would absolutely never

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know anything about them. Like, that they. And they have the best. So

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when someone comes up to them and is like, oh, I just bought this, I'm

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like, well, you know, this person could, like, double zing you. And they're not going

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to because they're, you know. Yeah, that was always a thing in the. Like,

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there's a guy who does, like, the Goldman Sachs elevator tweets who

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I used to follow. And that's pretty funny. But it was. There was something about,

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like, when I was. I used to work at JP Morgan Chase, and I worked

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at Donald & General before we started our own firm, Integrity

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Square. But I. There's a. There's this story about, like, you know, there's a guy

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in a sweatsuit, and he's in the elevator and all these guys in, you know,

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in suits and then they get off and they're like, who's. That guy's like, oh,

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he's. He's the client. You know, he can dress however he wants. Like, and he's

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the guy who actually. He's a billionaire. And everyone else is just, you know, basically

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the banker and the advisor, you know, peppering to him, and he wears whatever he.

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Wants. Yeah. Did you actually ever do standup comedy? Or is that something that

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you're doing or you just doing. Doing. Reels? I. I've done a lot of

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improv. Like, I lived in LA for a little bit in Chicago. I did improv

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stuff, but, like, you know, classes, not like I was on a. Troop.

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Okay. And then I did. I did do a standup class in Chicago that I

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thought was brutal. I was just like, this is like somebody

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telling me, like, how to do the art of it. And I didn't really, like,

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necessarily respect the. The instructor or whatever.

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He was kind of like this guy on a skateboard who was, like, always

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high and late. And I was like. And I didn't find him to be particularly

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funny, so I was like, oh, I don't. I'm not fitting in here for this

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mold of, like, what this guy thinks I should do. You know, he was critiquing

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my set and I was just like, I watch enough stand up to know that,

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like, that what you just said is not right. So I kind of had a

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bad experience with stand up for the first time. And I've thought about how to.

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How to get back into it. It takes a lot of balls to do stand.

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Up. I tried it a couple times down in. On the Lower east

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side and I have my notes with me and, you know, there was like. It

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was like a five o', clock, you know, like just people that were. That would

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need some airtime. And once that light hits you, you fully

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appreciate. It's like. I just did a years ago, I went and trained like a

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firefighter for a day at Randall's island. And that was a very humbling

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experience. And I felt like the second most humbling experience was getting on

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the comedy. You know, stand up and look it out the crowd. Be

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like, shit, dude. Like, I am like, literally there's nothing else here except me.

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And I either kill this, bomb it, or just like be become very.

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Irrelevant. That's why I prefer improv, because if I'm on

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a stage, because I can just. You can go like, whoa. Actually, I

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like, I'm gonna stay out of this. Like, I'm gonna back up,

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you. Know. Yeah. If you. When you. Where. We. Where were you in la

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and how long was that part of Soul Cycle? That was. Before. That was pre

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Soul Cycle. I was in LA for two years after college, 2012-2014,

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and I worked. I lived in the Valley in like, Toluca Lake, technically,

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but I worked at the Ellen show for two. Years. Oh.

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Nice. Now that's pretty. You know, what. What

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you would. Imagine. Gotcha. Gotcha. So

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let's kind of fast forward back to where we are today. You know, where do

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you want to take this guy? And you know, where did this character go?

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And I don't know if you could expose any of the interesting partnerships or

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calls that you get. You know, obviously if there's things that are not

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printed or, you know, not necessarily talk about, but what. Just so

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people understand what brands potentially want to be

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associated with this and which ones are on the edge of thinking about you

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as, you know, somebody want to support or back or

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be associated with. Yeah, I would say character. Right?

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Yeah, Yeah, I would say I probably

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right now, like, almost half, like, the partnership stuff is taking over

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a little bit more. It used to be partnerships were like maybe a quarter of

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what I was doing in cameos. Personalized videos were 75%. Now it's more

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50, 50. And so I'm 50, 50, like

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partnerships and then cameos, these personalized Videos. So I'm making

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personalized videos every day for people for birthdays, you know, whatever.

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And those are fun. And those are for. There's some, like, VIP people

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who are like, I have to sign things. I can't tell anybody that I made

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it for them. That kind of stuff, which is fun. And then the

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partnerships is really cool. That has kind of really ramped up.

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And the brands that, like, working with me are. There's a lot of

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B2B, like, software companies.

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I did one for Black Tux for Cadillac, worked

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with me. I'm trying to think of some. Some,

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you know, like, B2B software companies that you might not really

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know. I'm working on a couple right now. And you know that what's

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interesting to answer the other part of your question is that there are some, like,

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the luxury brands are very, very,

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like, afraid to. They don't want to make fun of you. I have to

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be like, yeah, they have to be comfortable making fun of their customer, their

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client, basically. And a lot of them are not. Like, a net jets is like,

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super. They were like, no, we're not. We don't make fun of our customers.

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Like, we can't. That's not an angle we've ever tried. So even the ones that

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are like, we want to try comedy, the back and forth with them for these

301
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scripts is like, they're just. It's difficult because they're very like,

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00:18:01,850 --> 00:18:04,370
you know, oh, I don't know if we should say that. Like, they do not

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00:18:04,370 --> 00:18:08,010
want to push the boundaries. And sometimes I'm like, well, if you're one of however

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00:18:08,010 --> 00:18:11,810
many in this world and you want this to be splashy and unlike anything

305
00:18:11,810 --> 00:18:14,850
you've ever done, like, let me take it in. But I'm also, like, you're paying

306
00:18:14,850 --> 00:18:17,810
me, so I'll do whatever you. Say. Yeah. But. But do. They. Do they ask

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00:18:17,810 --> 00:18:21,410
for, like, editorial con, you know, like, sign off, and you're like,

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00:18:21,410 --> 00:18:25,090
basically like, final cut now you're like, hey, like, I'm the PE Guy. The

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00:18:25,090 --> 00:18:28,170
PE Guy talks. The way he talks. And I'm not necessarily going to curate PE

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Guy for, you know, to, like, fit into your box, because then

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I'm out of my own box. They. Do. They

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00:18:35,190 --> 00:18:38,430
do ask for that, but I'm also really comfortable pushing back and just being like,

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this is me. It has to be something I'm proud of. Some people have said

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they want me to say things I'm not comfortable with, or they. They don't want

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me to say certain things. And I, like, I. I'm pretty movable in that

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way. But I'm also, ultimately, I'm like, if I'm not proud of it, like, I

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will go back and forth with you until I am. And if it's like a

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00:18:54,710 --> 00:18:57,350
breach of contract, it's never happened. But I'm like, if it's a breach of contract

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and you're like, well, you said we could. You know, I'd say, like, this isn't

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what I agreed to, and I would back out before I posted something I wasn't,

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you know, proud of. Every once in a while, posting an ad feels a little

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bit, like, dirty. I feel a little bit like I'm kind of like, you know,

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but I'm like, so many people are doing this on the Internet. I'm just capitalizing

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on the moment, which is I am hot in the moment right now. And I

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know in maybe in a year, in five months, or in three years, 10 years,

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I'm not, I'm not relevant anymore on the. Internet. So hopefully

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do it. I think if you do it as contextual marketing and

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00:19:29,780 --> 00:19:33,610
it's done true to your character, you're good. There's a woman,

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I'll just mention her name. There's this woman named Chloe who is one

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of these tech influencers that she was so awesome, and then

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00:19:41,530 --> 00:19:45,290
Microsoft got a hold of her, and every one of her posts now

332
00:19:45,290 --> 00:19:49,050
feels like a fucking Microsoft commercial, dude. And it's, like, so

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00:19:49,050 --> 00:19:52,090
evident that I've, like, lost. I just,

334
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I'm not. Her authenticity is gone with me. Like, it's just.

335
00:19:56,410 --> 00:19:59,850
Yeah, right. Yeah, it's. Unfortunate. And I think they dangle.

336
00:20:00,090 --> 00:20:03,790
I think that eventually somebody comes around and dangle something at you that

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you're like, all right, I'm willing. It's, it's like the definition of selling out.

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And I, I, I don't know what would happen to me if I was presented

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with something like that. But my goal is to always make the people that came

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here in the beginning, in March of this year be like, okay, he's still

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00:20:18,270 --> 00:20:21,550
on this track. Okay. We can, we can understand and respect the fact that he's

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00:20:21,550 --> 00:20:24,310
trying to make money off of this and he's got an ad here. But, you

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know, they're, I want them to stay around for the whole ad because they're like,

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oh, this is actually also a funny bit that he's. Doing. Sure. It's not just

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00:20:30,710 --> 00:20:33,950
me being like, I love this product, and they do this and that. Like, that

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00:20:33,950 --> 00:20:37,490
is start to lose. People. Yeah, exactly. Exactly. So

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how many times do you need to post a week to feel like, hey, I'm

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00:20:40,890 --> 00:20:44,610
like, satisfying my. My users and how much is too.

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Much? I post four. I post

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00:20:48,170 --> 00:20:51,930
on. On stories every day, and then I post. I'm not really worried

351
00:20:51,930 --> 00:20:55,570
about posting too much on TikTok at all. I'll post random stuff there and then

352
00:20:55,570 --> 00:20:58,650
on Instagram reels. That's like the big thing. And I. I make sure to post

353
00:20:58,650 --> 00:21:01,820
at least four reels a. Week. Yeah, most of. Them. Then

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00:21:02,140 --> 00:21:05,820
sometimes it's like, sometimes I'll go three days in a row where I post

355
00:21:05,820 --> 00:21:09,500
one a day. Sometimes I'll go like three days in a

356
00:21:09,500 --> 00:21:13,340
row where I don't post anything. And that's like, that's just me being like, all

357
00:21:13,340 --> 00:21:15,939
right. Like, I was at my stepbrother's wedding this weekend. I was like, all right,

358
00:21:15,939 --> 00:21:19,700
busy. Can't post from here. So waited a couple days and then came back and

359
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I full court. And I'm still playing with it. I'm still like, you know, And

360
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I don't think that one week is indicative of the next. Like, the content I

361
00:21:26,580 --> 00:21:29,830
put out this week, something I posted yesterday didn't do as well as

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00:21:30,150 --> 00:21:33,470
normal. And then I posted an ad today, so it was like a double whammy

363
00:21:33,470 --> 00:21:36,950
because the ads are intentionally suppressed by Instagram. So I'm like, all right, you're gonna

364
00:21:36,950 --> 00:21:40,750
have two that are kind of like, meh, you know? So I'm like, better knock

365
00:21:40,750 --> 00:21:43,750
it out of the park tomorrow or on Sunday or. Monday.

366
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This is Pete. Moore. Here's the last tip for you of the. Podcast.

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00:21:51,190 --> 00:21:54,170
We are partnered up with a company called higher dose

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375
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376
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377
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for 200 bucks per month, where they're paying 39 to

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to meet the demands of your members. And hey, let's get people

383
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happy, healthy and sweating. And the recovery should be

384
00:22:52,770 --> 00:22:54,050
just as good as the. Workout.

385
00:22:58,210 --> 00:23:01,970
Just to get into, like, your creative. Brain. Do. You. Are you constantly,

386
00:23:02,370 --> 00:23:06,170
you know, taking Notes. Are you, like, looking around, there's something happening?

387
00:23:06,170 --> 00:23:09,970
Or you end up like, walking by like a PE conference that's going on

388
00:23:09,970 --> 00:23:13,570
in, in Boston and be like, oh, like, that's it, that's funny. Or

389
00:23:14,010 --> 00:23:17,370
you see something, you say something. How do you, how do you create the

390
00:23:17,370 --> 00:23:21,210
creative documents? Too much of the DNA of like, how this.

391
00:23:21,210 --> 00:23:25,010
Really? Yeah. Rarely do I write something down.

392
00:23:25,010 --> 00:23:27,770
Like every once in a while, especially in the beginning when I was doing cities

393
00:23:27,770 --> 00:23:31,330
specifically, I was pretty much only doing like, city by city. It's like PE

394
00:23:31,330 --> 00:23:35,170
guy in Seattle, PE guy in Chicago. And that was fun.

395
00:23:35,170 --> 00:23:38,210
But like, I. So I would write down like, oh, I forgot about Tampa. Like

396
00:23:38,210 --> 00:23:40,820
I'm. I'd write that down on a note. And then I go home and start

397
00:23:40,820 --> 00:23:44,540
to like, write the script. But now the ideas come to me.

398
00:23:44,860 --> 00:23:48,700
Like, like yesterday I was walking my dogs and I saw a story about a

399
00:23:48,700 --> 00:23:52,540
beached whale in Nantucket. And I, I saw that story

400
00:23:52,540 --> 00:23:56,060
at 4:30pm I had, I had written, edited,

401
00:23:56,060 --> 00:23:59,740
produced a reel and posted it by 5:30pm like,

402
00:23:59,740 --> 00:24:03,580
just like in that hour it happened. And so like, a lot of stuff will

403
00:24:03,580 --> 00:24:06,110
just come up or I'll just be like, I'm going to put the phone really

404
00:24:06,110 --> 00:24:09,550
close to my face and be like, good morning from Ama Gansett. I've never been

405
00:24:09,550 --> 00:24:13,310
to am against it. No idea, you know, like. But I'm just like, I'll just

406
00:24:13,310 --> 00:24:16,790
say, like, oh, Tarantino's playing with his flute in the backyard. And I just, I

407
00:24:16,950 --> 00:24:20,750
like, I. It's so silly. So those are moments that remind me to

408
00:24:20,750 --> 00:24:24,430
come back to just like this silly and not a scripted thing and more just

409
00:24:24,430 --> 00:24:27,750
like, you know, sometimes I read off a script and I'm trying to get through

410
00:24:27,750 --> 00:24:31,470
three minutes of like, he lives in Chicago, he goes to this club, his office

411
00:24:31,470 --> 00:24:34,930
is here, blah, blah, blah, blah, blah. And then other times I'm just like, we're

412
00:24:34,930 --> 00:24:38,690
having a really wonderful time on Nantucket. And you know, wifey

413
00:24:38,690 --> 00:24:42,090
slipped last night because she took too many pills, you know, like, whatever it is.

414
00:24:42,730 --> 00:24:46,490
And, and like that, like, natural. I think that's a nice mix of

415
00:24:46,490 --> 00:24:50,330
like, of the two. There's like a scripted. Where it's very clear that I'm reading

416
00:24:50,330 --> 00:24:53,930
something. And then there's just like, I'm standing next to my car and there's a

417
00:24:53,930 --> 00:24:57,610
big tree behind me and I'm like, beautiful fall in the Berkshires, you. Know?

418
00:24:58,020 --> 00:25:01,860
Yeah, right. That's great. Well, these are, these are a lot of our clients.

419
00:25:02,420 --> 00:25:06,020
Some of them we love dearly. Some of Them. We question their.

420
00:25:06,420 --> 00:25:10,180
Their authenticity and their own, you know, social status and what

421
00:25:10,180 --> 00:25:13,620
that means to them. You know, if you need a certain watch to, like, feel

422
00:25:13,620 --> 00:25:17,020
like you, like, relevant in a room, I mean. That'S. That's. That's your call. You

423
00:25:17,020 --> 00:25:20,180
know, I personally don't. I got my phone on my. I got the clock on

424
00:25:20,180 --> 00:25:23,900
my iPhone, but look, everyone's got their own thing. But I do think what you're

425
00:25:23,900 --> 00:25:27,710
doing is. Is an important. I think it was like, you know,

426
00:25:27,710 --> 00:25:31,470
Seinfeld and, you know, they were doing, like, a whole thing about comedy and talking

427
00:25:31,470 --> 00:25:34,870
about, like, some of the censorship that could. Could happen. It's like, if you can't

428
00:25:34,870 --> 00:25:38,390
laugh at yourself, you can't laugh at the world. It's. It's actually really hard to

429
00:25:38,390 --> 00:25:42,230
change the world unless you actually poke fun at it and say, like, look,

430
00:25:42,230 --> 00:25:45,790
this is actually a ridiculous way something is happening, and

431
00:25:45,790 --> 00:25:49,510
that's. That kind of turns people's, you know, eyes on. Like,

432
00:25:49,510 --> 00:25:52,840
yeah, actually, that doesn't make sense to me. Or, hey, wow, like, interesting

433
00:25:52,840 --> 00:25:56,520
perspective. I didn't really look at it that way. So hopefully it's creating positive

434
00:25:56,520 --> 00:26:00,360
change or at least it's giving some people something to, like, laugh at themselves

435
00:26:00,360 --> 00:26:04,040
or roast themselves and say, like, yeah, that's how I actually am. At least I

436
00:26:04,040 --> 00:26:07,680
know people okay with it. Right? You. Know? Yeah. I've had people in my life

437
00:26:07,680 --> 00:26:11,240
say to me, hey, or be talking to me and go like, oh, my gosh,

438
00:26:11,240 --> 00:26:15,040
I just sounded like a character. Sorry. Yeah, exactly, Exactly. Dude, that's.

439
00:26:15,040 --> 00:26:18,770
That's good, man. That's a positive feedback, right? Not like, you're annoying Johnny.

440
00:26:19,160 --> 00:26:22,960
Right? Exactly. Like that one girl. I'll never forget. Her. You won't you. You

441
00:26:22,960 --> 00:26:25,640
know, but you always could have one critic for, you know, like the two guys

442
00:26:25,640 --> 00:26:29,440
in the market show on the Statler and Waldorf from the. From the top shelf.

443
00:26:29,440 --> 00:26:32,440
Like, hey, guys. You're, like, speaking of speaking, she's a little fat. Yeah, dude, she's

444
00:26:32,440 --> 00:26:36,280
a pig. Obviously, you know, so. Hey, man. Well, look, I love what you're

445
00:26:36,280 --> 00:26:40,000
doing. You know, we're. We cover the private equity market, so obviously everything

446
00:26:40,000 --> 00:26:43,600
you're doing rings true to us. And we got a blacklist of private equity guys

447
00:26:43,600 --> 00:26:46,800
we don't do business with, and we got. We got a hot list of guys.

448
00:26:46,800 --> 00:26:50,040
We do. And, you know, Halo sector is

449
00:26:50,740 --> 00:26:54,540
where we're at, so we're trying to change the world on solving obesity, loneliness,

450
00:26:54,540 --> 00:26:57,700
and diabetes with private equity capital to help entrepreneurs

451
00:26:58,100 --> 00:27:01,380
and love that you're in soul cycle. When I saw your email address, I was

452
00:27:01,380 --> 00:27:04,300
like, dude, I get to talk to a soul cycle instructor. Who cares if you

453
00:27:04,300 --> 00:27:08,060
PE guy. I've interviewed. I've interviewed Sumner on, on the Halo

454
00:27:08,060 --> 00:27:11,780
talks. Jadis Mantis, Noah Ruth,

455
00:27:11,780 --> 00:27:15,580
Zucker, Zuckerman. Like, I've got the Halo talks. So you act like you're in my

456
00:27:15,580 --> 00:27:19,150
soul cycle section with like an asterisk of like, you know, our. Our PE.

457
00:27:19,150 --> 00:27:22,790
Guys. Yeah. Yeah. Thanks for coming on, man. Have a great. Weekend. Thanks for having.

458
00:27:22,790 --> 00:27:25,630
Me. Appreciate you coming on the show, bro. Keep doing what you're. Doing. Yeah, you

459
00:27:25,630 --> 00:27:27,630
have a great weekend. Too. Thanks. Man. Thanks. Man.

460
00:27:39,630 --> 00:27:43,410
This is Pete Moore on Halo Talks. Your captain speaking. I am the

461
00:27:43,720 --> 00:27:47,320
founder and managing partner at Integrity Square. We've been around now

462
00:27:47,320 --> 00:27:51,160
for 15 and 1/2 years. We have been helping people

463
00:27:51,640 --> 00:27:54,840
like yourselves get capital, do mergers and acquisitions,

464
00:27:55,000 --> 00:27:58,840
consulting, strategic advice in the health, active lifestyle

465
00:27:58,840 --> 00:28:02,360
and outdoor halo sector, trying to help as many

466
00:28:02,520 --> 00:28:06,040
entrepreneurs as possible get to the next level, take that

467
00:28:06,040 --> 00:28:09,790
inflection point and be the force behind your growth. We

468
00:28:09,790 --> 00:28:13,110
are helping companies that have at least $3 million of

469
00:28:13,110 --> 00:28:16,630
EBITDA, around $10 million of revenue, and

470
00:28:16,630 --> 00:28:20,070
we are positioned to help you get institutional growth capital

471
00:28:20,710 --> 00:28:24,510
or to negotiate deals with strategic partners. If

472
00:28:24,510 --> 00:28:28,310
you go to integritysq.com isq

473
00:28:28,310 --> 00:28:31,910
you can see our capabilities. Deck, happy to set up a consultation at any

474
00:28:31,910 --> 00:28:35,540
time that is free of charge and we look forward to you

475
00:28:35,540 --> 00:28:39,180
helping solve obesity, loneliness and. Diabetes.

476
00:28:39,340 --> 00:28:40,220
Go Halo.