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

0:01 This is Pete Moore on Halo Talks nyc. I have the pleasure of bringing the PE Guy coming to his first Halo Talks. He. Johnny. Here I am. Good to see you, bro. Well, you look a little different. Different in person than in your. In your shticks. But let's first start off, you know, one, we're both in the soul cycle ecosystems. You are a soul cycle instructor up in Boston. I'm done my 650 ride being in New York. The soul cycle cult. So how did that. How'd you get involved in the industry? And then we'll pivot to some of the sticks that you're doing. Yes. 650 is nothing to shake a stick at. Thanks. Pretty intense, But I started. I started riding in Chicago, where I'm from. I was living in Chicago. I started riding in 2015 and in the fall, and I was just like, this is crazy. I was between jobs, trying to figure out what I wanted to do with my life. Like, this is crazy. These people are like superstars, and I want to be one of them. And I. I loved. I love the workout. I love the vibes of the whole studio. I loved everything about it. So I just was like, I got it. I have to do it now. Like, two months after I first started writing, they hosted auditions, and I was like, all right, I guess I could do that. So audition with, like 60 people in this room, and they're all. They all are fitness professionals. They look the part, they get on the mic, they act the part. It's. And I get up there and I'm just like. I just remember, like, my audition was such a blur, but I remember being like, this is weird. Like, I feel like I'm on the wrong. I'm facing the wrong way up here. This is so weird. While I'm saying it, I'm like, I'm not getting this job. And they picked two of us out of the 60. And I went to

1:33 training in group. Group 21 of training at Soul Cycle in 2016. We started January. I graduated with. There were 21 of us. I graduated with like 14 of us. The other girl who came from Chicago with me didn't make it to training. I was like, how did I get here? They relocated me to Boston, and that's the rest is history. I was in Boston full time for five or six years at SoulCycle, and then I dropped down to part time, which has been good on my body and my work life balance. Yeah. Yeah. I used to follow Mantis back in New York and Jadis on 29th Street. So I was always in Bike 54, I think was directly on the top shelf. Some of the things I loved were the shout outs that were going on and I kind of like transferred my disposable income from nightclubs to Soul cycle classes. So I had no problem with that trade off.

2:23 And it's pretty awesome. The community that they set up as you to stay on SoulCycle for a minute, obviously they did a deal with class Pass and they had to make some tweaks to the business model. Do you still feel like it's still the same, know, energy level and experience? Obviously in your classes they are, but how do you feel about. Because I'm, I'm comfortable where we're at right now, but unfortunately there's not one in Arizona. I'd love to get one here. Yeah, I think it's different than it was like anything, you know, I think it's changed a lot. Obviously, as a business has changed, there's a lot more competition out there. But I always say no matter what happens when I'm, when I'm in that, that room, if I'm taking someone's class or I'm teaching my own, no one can take that experience away from us.

3:07 So while I don't think that SoulCycle has the same share of the market that it used to because it had everybody and it was like the thing, I don't think it has the same buzz that it used to and the vibe. When you walk into a studio, classes are not all full the way they were in 2017. A monkey could sell out at 7:30pm on Tuesday, Thursday night, it didn't matter what time of year. And so I think it's changed a lot, but I think that nothing changes. The. Those doors close. It's dark in there. That energy that always, it always hits for me. This is Pete Moore. I want to let you in on a little secret. There's this company called Promotion Vault. And what they do is they give out rewards from retailers that allow you to incentivize your members without having to do zero down and one month free or giving away shakes or giving away T shirts. What you want to do is build a rewards program that lasts, that people value and that doesn't discount your own products and services.

4:09 So here's the deal. There's something called Rewards Vault. The Rewards Vault is going to allow a member to set up their own profile. They are going to answer questions, you are going to get those answers, you're going to be able to target those members and you're going to reward them inside your club, inside your spa, and outside of the club and outside of the spa. To get them to become loyal, to get them to pay their monthly dues, and to be rewarded properly for the actions. A lot of companies are cutting back on rewards. You shouldn't be promotion vaults. Your answer. Trust me, this is real. Let's talk about, like, what you've been doing and the. The notoriety and positivity that you've gotten from creating this PE guy.

4:56 You know, you got that little, you know, facial filter, or is that. Do you actually physically do that? That's a filter. Thankfully, I can't make my face look like that naturally. Yeah, it's a filter. But when did this start and why? What kind of propagated this whole, you know, ultra personality change? I had been thinking for years about how you get stuck talking to somebody at a wedding, and it was a particular kind of guy, usually. And so I'd always. I kind of joked with friends about that, like, oh, I got stuck talking to that guy. Or my friend group would, like, leave me in the corner talking to somebody and somebody talking at me. And then in March, I just found this filter. I was like, this is kind of like the guy you get stuck talking to at a wedding. Like, just that. Like, this is the face it just popped. I was like, this is great. So I started posting to reels in March, at the end of March this year, and. And it just, like, took off.

5:51 And I was like, whoa. And it didn't. He didn't have a job at first. He was just the guy who gets stuck talking to at a wedding. And I was like, I got to give this guy a job. And I realized a lot of the people I was talking to were working PE So I was like, oh, okay. Like, he's like, okay. He works in private equity, and he talks about that a lot. Then it morphed into, you know, I could have picked any profession, honestly. It just. It was like a shot in the dark. And I picked PE and then I think that kind of elevated him to another level. And. And people were like, oh, my gosh. This is because I have no experience in PE at all, right? So I was just like. I was just like, I got lucky that I picked this guy. And I was like, this is pe. This is what PE Guys are like. And I was like, well, you do tell me, because I don't know. I don't work with them. But I. It just. He turned into PE Guy. And so the first video did well. The second one, I Was like, all right, let's see if this happens again. I post it. It blows up the. You know, and then I just was like, all right, I'm in this. I'm on this treadmill. Like, the algorithm has opened up, and I'm like, got to feed it, Got to feed it. And it's been. It's been amazing. I mean, I. Opportunities like, I never would have imagined, really. Yeah, I'm sure. But, you know, as you kind of, like, put these videos together, I've had conversation. I was at a dinner, like, three weeks ago with a couple friends of mine. They're like, yeah, my buddy, this fund, you know, he's got, like, six golf club memberships. I'm thinking to myself, like, dude, I play, like, maybe six rounds of golf a year, if I'm lucky, and I usually only play, like, nine or 12 holes because I'm busy, dude.

7:15 I'm like, I don't have time for this, right? The guy's, like, telling me, like, oh, yeah, one of them. He's got a membership in New Zealand. And I'm just like, dude, like, what the. What kind of use of capital is this? Like, you're supposed to be, like, really efficient use of capital if you're a private equity guy, and then, like, your lifestyle has, like, ridiculous, unnecessary spending. So how did you either research this or how did you just know that this shit's having conversations? Not just a wedding conversation. This is like. Just like, you meet someone in an elevator, and this kind of just spews out of them. Yeah, well, I would say a lot of it is my personal experience, talking to people who. Who would just, like, tell me these things. And I'm like, I. I do. You're spe. Chinese to me. And then I have a general understanding of what private equity does, like, a little bit.

7:56 And I've heard from people whose companies have been acquired by private equity, people friends who are dentists and things like that who are like, they took this and they shrunk it, and then they want. And then they've ruined it. Or I've heard people with good experiences, but I've heard it all from them and then from people who are affected by what they do. So, you know, they. They. And just, like, a lot, you know how people are like, oh, how does he. How does he. He's only 35. How does he. How does he fly privately? Or what? I'm just making an example, like. And people like, oh, he's. He's in private equity. And. And that's it. And Like I'm supposed to just go like, oh, okay, like, that makes sense to me. You know, like you said, though, the, the, the use of capital, I think is funny because I think that they probably have a world where they are trying to keep up and they acquire a business and they're going to very, very effect efficiently use capital for that business. But then in their own life, they seem to be a little bit, some of them a little bit haphazard, like a runaway train, because they're among other people who are buying watches and flying privately. And so just, I don't know, I just hearing from the people themselves. Hearing, yeah. And obviously you've got a lot of, you know, viral activity on this and guys love it who are in PE or outside of PE or hedge funds or what. Have you, have you had any backlash? Has anyone said, like, hey, man, like, you know, cut it down a bit or like, you're giving us a bad name? Or it's

9:29 all just been like, hey, we'll take the satire. No, there's really been no backlash at all. I blocked it. Every, Every two weeks, somebody comments, you're not funny. And I'm like, that's a pretty good, you know, comedy subjective. I totally understand that some people don't find it funny. You know, some people don't find some of the best comedians in the world to be funny. So I'm not. And I'm not saying I'm the best one of the. I'm just so. I. But I have not heard from anybody saying, you know, you're giving us a bad name. I imagine there's. There's some groups of very, very stuffy guys out there, maybe at Blackstone or something, who, who see it and are just like, I don't want to see that again. Like, that guy drives me nuts. I, I was at a wedding and. Where'd she work?

10:11 At Bain. Yeah, I was at a wedding and a woman. The only backlash I will say was a in person to me, was a woman who works at Bain, who's high, high up, whatever that means. And she works within private equity in Bain, I think. And she was a little drunk probably, and she came up to me and she just was like, you're really annoying. And I was like, oh, yeah. I was like, oh, okay. Well, my character's really annoying. And she was like, well, you are your character, so you're really annoying. And I was. It was an. Not a productive conversation at all. But I also think that there's something funny to be said for, like, I put Myself out there. And some people, you know, this is. Other creators have this problem too. And people in comedy, like, people think that they can tell you, you know, people give me feedback all the time, like, try do a different character. You know, it's usually not negative, but that was, I was like, that is like the equivalent of me walking up to you and saying something like, it's. Just, it's like, you should, you should do.

11:07 You should do management consulting or something, right? Or you should. Yeah, that kind of like I should. Like move to another. They're just saying to me, like, you should do something different than your day job. Right? Yeah. Or like this girl being like, you, you know, you're annoying. And I. And I was like, oh, okay. And she just kept hammering it like the rest of the night. Like, she was like, you're annoying. And she was really, I think she was really drunk and like a stressed out mom who has a busy life. And so. But I was just like. And I gave her a lot of grace. I was like, you know, most people would be like, fuck off, you know, And I was, I was at my friend's wedding. She's like, related. She knows my friends. I was just like. And after the wedding, I said to my friend, I was like, that was like the worst interaction I've had with somebody. She just was like calling me annoying. And I was like, I know the part of the character is that he's annoying and like. But I think she works in private equity and I think that she's kind of like, there's a little bit of like, you don't know what you're talking about. Like, you know, get out of here kind of thing. And I'm like, just keep that to yourself. Yeah, I did something funny the other day. A buddy of mine told me to go on to ChatGPT, which I use like very aggressively.

12:06 And it says just roast me. And like, I had GBT roast me. And it was some of the funniest shit that I've ever like. It was pretty hardcore. And I sent it around to my team because I think at some point you actually need to laugh at yourself and actually have like a self awareness. So what you're doing actually may have a very positive impact on having. Look in the mirror and be like, hey, maybe we should tone this down. And maybe like the three country clubs might be enough for the six. Or if I have six, maybe I should just talk about three, you know, like, maybe this isn't like how I want to present myself to the world, right? I mean, like. Like, it's not at all. I keep saying to people, I'm not anti capitalism. I'm not anti have money. I'm just like, have it and don't talk about it. I know some people who are exactly. Who are really successful. I know people whose parents are like, billionaires, literally. And you would never know. You would absolutely never know anything about them. Like, that they. And they have the best. So when someone comes up to them and is like, oh, I just bought this, I'm like, well, you know, this person could, like, double zing you. And they're not going to because they're, you know. Yeah, that was always a thing in the. Like, there's a guy who does, like, the Goldman Sachs elevator tweets who I used to follow. And that's pretty funny. But it was. There was something about, like, when I was. I used to work at JP Morgan Chase, and I worked at Donald & General before we started our own firm, Integrity Square. But I. There's a. There's this story about, like, you know, there's a guy in a sweatsuit, and he's in the elevator and all these guys in, you know, in suits and then they get off and they're like, who's. That guy's like, oh, he's. He's the client. You know, he can dress however he wants. Like, and he's

13:37 the guy who actually. He's a billionaire. And everyone else is just, you know, basically the banker and the advisor, you know, peppering to him, and he wears whatever he. Wants. Yeah. Did you actually ever do standup comedy? Or is that something that you're doing or you just doing. Doing. Reels? I. I've done a lot of improv. Like, I lived in LA for a little bit in Chicago. I did improv stuff, but, like, you know, classes, not like I was on a. Troop. Okay. And then I did. I did do a standup class in Chicago that I thought was brutal. I was just like, this is like somebody telling me, like, how to do the art of it. And I didn't really, like, necessarily respect the. The instructor or whatever. He was kind of like this guy on a skateboard who was, like, always high and late. And I was like. And I didn't find him to be particularly funny, so I was like, oh, I don't. I'm not fitting in here for this mold of, like, what this guy thinks I should do. You know, he was critiquing my set and I was just like, I watch enough stand up to know that, like, that what you just said is not right. So I kind of had a bad experience with stand up for the first time. And I've thought about how to.

14:38 How to get back into it. It takes a lot of balls to do stand. Up. I tried it a couple times down in. On the Lower east side and I have my notes with me and, you know, there was like. It was like a five o', clock, you know, like just people that were. That would need some airtime. And once that light hits you, you fully appreciate. It's like. I just did a years ago, I went and trained like a firefighter for a day at Randall's island. And that was a very humbling experience. And I felt like the second most humbling experience was getting on the comedy. You know, stand up and look it out the crowd. Be like, shit, dude. Like, I am like, literally there's nothing else here except me. And I either kill this, bomb it, or just like be become very. Irrelevant. That's why I prefer improv, because if I'm on a stage, because I can just. You can go like, whoa. Actually, I like, I'm gonna stay out of this. Like, I'm gonna back up, you. Know. Yeah. If you. When you. Where. We. Where were you in la and how long was that part of Soul Cycle? That was. Before. That was pre Soul Cycle. I was in LA for two years after college, 2012-2014, and I worked. I lived in the Valley in like, Toluca Lake, technically, but I worked at the Ellen show for two. Years. Oh.

15:46 Nice. Now that's pretty. You know, what. What you would. Imagine. Gotcha. Gotcha. So let's kind of fast forward back to where we are today. You know, where do you want to take this guy? And you know, where did this character go? And I don't know if you could expose any of the interesting partnerships or calls that you get. You know, obviously if there's things that are not printed or, you know, not necessarily talk about, but what. Just so people understand what brands potentially want to be associated with this and which ones are on the edge of thinking about you as, you know, somebody want to support or back or be associated with. Yeah, I would say character. Right?

16:28 Yeah, Yeah, I would say I probably right now, like, almost half, like, the partnership stuff is taking over a little bit more. It used to be partnerships were like maybe a quarter of what I was doing in cameos. Personalized videos were 75%. Now it's more 50, 50. And so I'm 50, 50, like partnerships and then cameos, these personalized Videos. So I'm making personalized videos every day for people for birthdays, you know, whatever. And those are fun. And those are for. There's some, like, VIP people who are like, I have to sign things. I can't tell anybody that I made it for them. That kind of stuff, which is fun. And then the partnerships is really cool. That has kind of really ramped up. And the brands that, like, working with me are. There's a lot of B2B, like, software companies.

17:14 I did one for Black Tux for Cadillac, worked with me. I'm trying to think of some. Some, you know, like, B2B software companies that you might not really know. I'm working on a couple right now. And you know that what's interesting to answer the other part of your question is that there are some, like, the luxury brands are very, very, like, afraid to. They don't want to make fun of you. I have to be like, yeah, they have to be comfortable making fun of their customer, their client, basically. And a lot of them are not. Like, a net jets is like, super. They were like, no, we're not. We don't make fun of our customers. Like, we can't. That's not an angle we've ever tried. So even the ones that are like, we want to try comedy, the back and forth with them for these scripts is like, they're just. It's difficult because they're very like, you know, oh, I don't know if we should say that. Like, they do not want to push the boundaries. And sometimes I'm like, well, if you're one of however many in this world and you want this to be splashy and unlike anything you've ever done, like, let me take it in. But I'm also, like, you're paying me, so I'll do whatever you. Say. Yeah. But. But do. They. Do they ask for, like, editorial con, you know, like, sign off, and you're like, basically like, final cut now you're like, hey, like, I'm the PE Guy. The PE Guy talks. The way he talks. And I'm not necessarily going to curate PE Guy for, you know, to, like, fit into your box, because then I'm out of my own box. They. Do. They do ask for that, but I'm also really comfortable pushing back and just being like, this is me. It has to be something I'm proud of. Some people have said they want me to say things I'm not comfortable with, or they. They don't want

18:45 me to say certain things. And I, like, I. I'm pretty movable in that way. But I'm also, ultimately, I'm like, if I'm not proud of it, like, I will go back and forth with you until I am. And if it's like a breach of contract, it's never happened. But I'm like, if it's a breach of contract and you're like, well, you said we could. You know, I'd say, like, this isn't what I agreed to, and I would back out before I posted something I wasn't, you know, proud of. Every once in a while, posting an ad feels a little bit, like, dirty. I feel a little bit like I'm kind of like, you know, but I'm like, so many people are doing this on the Internet. I'm just capitalizing on the moment, which is I am hot in the moment right now. And I know in maybe in a year, in five months, or in three years, 10 years, I'm not, I'm not relevant anymore on the. Internet. So hopefully do it. I think if you do it as contextual marketing and it's done true to your character, you're good. There's a woman, I'll just mention her name. There's this woman named Chloe who is one of these tech influencers that she was so awesome, and then Microsoft got a hold of her, and every one of her posts now feels like a fucking Microsoft commercial, dude. And it's, like, so evident that I've, like, lost. I just, I'm not. Her authenticity is gone with me. Like, it's just.

19:56 Yeah, right. Yeah, it's. Unfortunate. And I think they dangle. I think that eventually somebody comes around and dangle something at you that you're like, all right, I'm willing. It's, it's like the definition of selling out. And I, I, I don't know what would happen to me if I was presented with something like that. But my goal is to always make the people that came here in the beginning, in March of this year be like, okay, he's still on this track. Okay. We can, we can understand and respect the fact that he's trying to make money off of this and he's got an ad here. But, you know, they're, I want them to stay around for the whole ad because they're like, oh, this is actually also a funny bit that he's. Doing. Sure. It's not just me being like, I love this product, and they do this and that. Like, that is start to lose. People. Yeah, exactly. Exactly. So how many times do you need to post a week to feel like, hey, I'm like, satisfying my. My users and how much is too.

20:44 Much? I post four. I post on. On stories every day, and then I post. I'm not really worried about posting too much on TikTok at all. I'll post random stuff there and then on Instagram reels. That's like the big thing. And I. I make sure to post at least four reels a. Week. Yeah, most of. Them. Then sometimes it's like, sometimes I'll go three days in a row where I post one a day. Sometimes I'll go like three days in a row where I don't post anything. And that's like, that's just me being like, all right. Like, I was at my stepbrother's wedding this weekend. I was like, all right, busy. Can't post from here. So waited a couple days and then came back and I full court. And I'm still playing with it. I'm still like, you know, And I don't think that one week is indicative of the next. Like, the content I put out this week, something I posted yesterday didn't do as well as normal. And then I posted an ad today, so it was like a double whammy because the ads are intentionally suppressed by Instagram. So I'm like, all right, you're gonna have two that are kind of like, meh, you know? So I'm like, better knock it out of the park tomorrow or on Sunday or. Monday.

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22:58 Just to get into, like, your creative. Brain. Do. You. Are you constantly, you know, taking Notes. Are you, like, looking around, there's something happening? Or you end up like, walking by like a PE conference that's going on in, in Boston and be like, oh, like, that's it, that's funny. Or you see something, you say something. How do you, how do you create the creative documents? Too much of the DNA of like, how this. Really? Yeah. Rarely do I write something down. Like every once in a while, especially in the beginning when I was doing cities specifically, I was pretty much only doing like, city by city. It's like PE guy in Seattle, PE guy in Chicago. And that was fun. But like, I. So I would write down like, oh, I forgot about Tampa. Like I'm. I'd write that down on a note. And then I go home and start to like, write the script. But now the ideas come to me.

23:44 Like, like yesterday I was walking my dogs and I saw a story about a beached whale in Nantucket. And I, I saw that story at 4:30pm I had, I had written, edited, produced a reel and posted it by 5:30pm like, just like in that hour it happened. And so like, a lot of stuff will just come up or I'll just be like, I'm going to put the phone really close to my face and be like, good morning from Ama Gansett. I've never been to am against it. No idea, you know, like. But I'm just like, I'll just say, like, oh, Tarantino's playing with his flute in the backyard. And I just, I like, I. It's so silly. So those are moments that remind me to come back to just like this silly and not a scripted thing and more just like, you know, sometimes I read off a script and I'm trying to get through three minutes of like, he lives in Chicago, he goes to this club, his office is here, blah, blah, blah, blah, blah. And then other times I'm just like, we're having a really wonderful time on Nantucket. And you know, wifey slipped last night because she took too many pills, you know, like, whatever it is.

24:42 And, and like that, like, natural. I think that's a nice mix of like, of the two. There's like a scripted. Where it's very clear that I'm reading something. And then there's just like, I'm standing next to my car and there's a big tree behind me and I'm like, beautiful fall in the Berkshires, you. Know? Yeah, right. That's great. Well, these are, these are a lot of our clients. Some of them we love dearly. Some of Them. We question their. Their authenticity and their own, you know, social status and what that means to them. You know, if you need a certain watch to, like, feel like you, like, relevant in a room, I mean. That'S. That's. That's your call. You know, I personally don't. I got my phone on my. I got the clock on my iPhone, but look, everyone's got their own thing. But I do think what you're doing is. Is an important. I think it was like, you know, Seinfeld and, you know, they were doing, like, a whole thing about comedy and talking about, like, some of the censorship that could. Could happen. It's like, if you can't laugh at yourself, you can't laugh at the world. It's. It's actually really hard to change the world unless you actually poke fun at it and say, like, look, this is actually a ridiculous way something is happening, and that's. That kind of turns people's, you know, eyes on. Like, yeah, actually, that doesn't make sense to me. Or, hey, wow, like, interesting perspective. I didn't really look at it that way. So hopefully it's creating positive change or at least it's giving some people something to, like, laugh at themselves or roast themselves and say, like, yeah, that's how I actually am. At least I know people okay with it. Right? You. Know? Yeah. I've had people in my life say to me, hey, or be talking to me and go like, oh, my gosh, I just sounded like a character. Sorry. Yeah, exactly, Exactly. Dude, that's.

26:15 That's good, man. That's a positive feedback, right? Not like, you're annoying Johnny. Right? Exactly. Like that one girl. I'll never forget. Her. You won't you. You know, but you always could have one critic for, you know, like the two guys in the market show on the Statler and Waldorf from the. From the top shelf. Like, hey, guys. You're, like, speaking of speaking, she's a little fat. Yeah, dude, she's a pig. Obviously, you know, so. Hey, man. Well, look, I love what you're doing. You know, we're. We cover the private equity market, so obviously everything you're doing rings true to us. And we got a blacklist of private equity guys we don't do business with, and we got. We got a hot list of guys. We do. And, you know, Halo sector is where we're at, so we're trying to change the world on solving obesity, loneliness, and diabetes with private equity capital to help entrepreneurs and love that you're in soul cycle. When I saw your email address, I was like, dude, I get to talk to a soul cycle instructor. Who cares if you PE guy. I've interviewed. I've interviewed Sumner on, on the Halo talks. Jadis Mantis, Noah Ruth, Zucker, Zuckerman. Like, I've got the Halo talks. So you act like you're in my soul cycle section with like an asterisk of like, you know, our. Our PE.

27:19 Guys. Yeah. Yeah. Thanks for coming on, man. Have a great. Weekend. Thanks for having. Me. Appreciate you coming on the show, bro. Keep doing what you're. Doing. Yeah, you have a great weekend. Too. Thanks. Man. Thanks. Man. This is Pete Moore on Halo Talks. Your captain speaking. I am the founder and managing partner at Integrity Square. We've been around now for 15 and 1/2 years. We have been helping people like yourselves get capital, do mergers and acquisitions, consulting, strategic advice in the health, active lifestyle and outdoor halo sector, trying to help as many entrepreneurs as possible get to the next level, take that inflection point and be the force behind your growth. We are helping companies that have at least $3 million of EBITDA, around $10 million of revenue, and we are positioned to help you get institutional growth capital or to negotiate deals with strategic partners. If you go to integritysq.com isq you can see our capabilities. Deck, happy to set up a consultation at any time that is free of charge and we look forward to you helping solve obesity, loneliness and. Diabetes.

28:39 Go Halo.