Meet Johnny Hilbrant, aka PE GUY, the Internet's newest and most unlikely influencer. A 36-year-old fitness instructor from Winnetka, Illinois, who grew up in one of Chicago's most affluent suburbs, has turned his exasperation with private equity culture into a viral sensation.
The creation of PE GUY was born out of frustration after attending too many wedding receptions where guests nonchalantly boasted about their private equity deals. Hilbrant decided to create a caricature of an obnoxious PE guy and posted it on Instagram, complete with exaggerated features and a filter that made his eyes bug and nostrils flare.
To everyone's surprise, the post went viral, and so did subsequent ones. PE GUY became a masterclass in poking fun at the private equity world, where choices like skiing in Chamonix or attending exclusive country clubs are deemed "decent," while anything less is merely adequate.
Hilbrant's Instagram followers have skyrocketed to 195,000, and his TikTok following has nearly doubled. People from all walks of life, including actual PE guys, seem to be enjoying the humor, with many praising Hilbrant for creating a humorous "check" on the most ridiculous aspects of private equity culture.
The PE GUY persona has become a lucrative side hustle, with Hilbrant selling out of his first shipment of hats emblazoned with "Decent" and "Due To My Role." He's also landed endorsement deals with companies like Ramp, a financial technology firm, and is in talks to partner with three separate private equity firms to raise a fund.
Industry insiders, including managing principal Leah Berend from Marrin Investment Partners, have even taken notice. Berend describes the private equity world as "the highest performing asset class historically," but also one that attracts "greed and people who are trying to keep up with the Joneses." Hilbrant's satire seems to be hitting a nerve.
Despite his newfound success, Hilbrant remains humble about the impact of PE GUY. When asked if he'd quit his job at a Boston fitness club, he joked that maybe it was time to "shove it." However, the most surprising development is yet to come: three private equity firms are reportedly interested in partnering with PE GUY to raise a fund.
In short, Johnny Hilbrant's unlikely creation has become a sensation, proving that even the most irreverent of satire can resonate with people from all walks of life.
The creation of PE GUY was born out of frustration after attending too many wedding receptions where guests nonchalantly boasted about their private equity deals. Hilbrant decided to create a caricature of an obnoxious PE guy and posted it on Instagram, complete with exaggerated features and a filter that made his eyes bug and nostrils flare.
To everyone's surprise, the post went viral, and so did subsequent ones. PE GUY became a masterclass in poking fun at the private equity world, where choices like skiing in Chamonix or attending exclusive country clubs are deemed "decent," while anything less is merely adequate.
Hilbrant's Instagram followers have skyrocketed to 195,000, and his TikTok following has nearly doubled. People from all walks of life, including actual PE guys, seem to be enjoying the humor, with many praising Hilbrant for creating a humorous "check" on the most ridiculous aspects of private equity culture.
The PE GUY persona has become a lucrative side hustle, with Hilbrant selling out of his first shipment of hats emblazoned with "Decent" and "Due To My Role." He's also landed endorsement deals with companies like Ramp, a financial technology firm, and is in talks to partner with three separate private equity firms to raise a fund.
Industry insiders, including managing principal Leah Berend from Marrin Investment Partners, have even taken notice. Berend describes the private equity world as "the highest performing asset class historically," but also one that attracts "greed and people who are trying to keep up with the Joneses." Hilbrant's satire seems to be hitting a nerve.
Despite his newfound success, Hilbrant remains humble about the impact of PE GUY. When asked if he'd quit his job at a Boston fitness club, he joked that maybe it was time to "shove it." However, the most surprising development is yet to come: three private equity firms are reportedly interested in partnering with PE GUY to raise a fund.
In short, Johnny Hilbrant's unlikely creation has become a sensation, proving that even the most irreverent of satire can resonate with people from all walks of life.
. But for real, it's crazy how far that one post went! Now people are making money off it and private equity firms are even reaching out...I guess you could say it's a bit like when I used to make memes about the struggles of adulting and now those are just considered "relatable" 
. Anyway, I'm not mad at Johnny Hilbrant for poking fun at his industry – he's just calling out some pretty ridiculous stuff that needs to be roasted 
. And hey, if it makes people laugh, I'm all for it! 
i mean who would've thought that making fun of private equity culture could be a viral sensation? but seriously, it's kinda cool how hilbrant took his frustration and turned it into something entertaining for everyone. i guess you could say he's the internet's newest hero 
anyway, i'm all for poking fun at stuff that's too serious or pretentious, and pe guy is definitely doing just that. let's see where this whole thing goes 
I'm fascinated by how Hilbrant's Pe Guy persona has tapped into the zeitgeist, cleverly poking fun at the absurdities of private equity culture 
. The fact that PE GUY has resonated with people from all walks of life, including those in the industry itself, speaks to the universality of satire and its ability to transcend boundaries 
.
I think its amazing how something that started as a joke can actually create a career out of it, and now he's even getting interest from private equity firms 