HALO Talks: Elevating Wellness

On this episode of HALO Talks, host Pete Moore sits down with Johnny Hilbrant—SoulCycle instructor turned viral sensation, also known as "PE Guy." From his roots riding and teaching at Soul in Chicago and Boston, Johnny talks about his journey from fitness enthusiast to comedic creator, blending his knack for improv and sharp observational humor to lampoon a familiar character . . . the "private equity bro" you inevitably get cornered by at a wedding or some other event. The conversation gets into how Johnny developed his PE Guy persona, why the character resonates so widely (with both chuckling fans and the occasional real-life PE pro who's less amused), and how he manages authenticity even as brand partnerships and cameo requests start rolling in. Along the way, Johnny and Pete also discuss the importance of self-awareness, the ability to laugh at yourself, and the line between satire and selling out. Whether you're in the PE world, the HALO sector (Health, Active Lifestyle, Outdoor), or just love a good roast, this episode is packed with insights, behind-the-scenes stories, and plenty of laughs. On the private equity lifestyle Hilbrant states, "Some of these folks seem to be a little bit . . . haphazard, like a runaway train, because they're among other people who are buying watches and flying privately." Key themes discussed SoulCycle instructor journey and community. Industry changes and business model evolution. Creation and popularity of "PE Guy" character. Satire of private equity culture. Audience feedback and handling criticism. Brand partnerships and authenticity challenges. Creative process behind viral content. A Few Key Takeaways: 1.Journey Into SoulCycle & Fitness Industry Johnny shared how he began his SoulCycle journey in Chicago while searching for his next career move. After auditioning with 60 others and being one of only two selected, he trained with Soul before relocating to Boston, where he found both community and success as an instructor. 2. Evolution of SoulCycle Culture: The conversation also touched on the shifts in SoulCycle's energy and market position over the years. Hilbrandt acknowledged changes due to increased competition and tweaks to the business model, but emphasized that the unique, immersive studio experience and community still remain, even if the industry's "buzz" has faded a bit. 3. Viral Creation of "PE Guy": The "PE Guy" character began as a playful exaggeration of a certain type you meet at weddings—someone who talks at you endlessly. He used a filter to bring this persona to life, and after giving the character a private equity job, the videos quickly went viral. He credits the rapid rise to relatable satire and people recognizing the archetype. 4. Reception of Satire—Mostly Positive, Rare Backlash: Most of the audience, even those in private equity, really appreciate Hilbrandt's satire. He's largely received positive feedback, with a few exceptions (such as one in-person encounter with a Bain professional who took it personally.) He noted the importance of self-awareness and being able to laugh at oneself, a skill he thinks can foster humility and potentially even positive changes in the finance industry. 5. Creative Process & Brand Partnerships: Hilbrandt described his creative process as a mix of structured and spontaneous inspiration—sometimes scripting out ideas, other times improvising based on something he sees or hears. The success of "PE Guy" has led to lucrative partnerships, especially with B2B and tech brands, though luxury brands are often hesitant to be self-deprecating. He's committed to maintaining authenticity and resisting "selling out," balancing brand deals with staying true to the character's comedic roots. Resources: Johnny Hilbrant: https://www.linkedin.com/in/johnny-hilbrant-partridge-721b1b87 Instagram: https://www.instagram.com/johnnyhilbrant/?hl=en Business Insider: https://www.businessinsider.com/pe-guy-instagram-tiktok-johnny-hilbrant-partridge-private-equity-2025-6 Integrity Square: https://www.integritysq.com Prospect Wizard: https://www.theprospectwizard.com Promotion Vault: https://www.promotionvault.com HigherDose: https://www.higherdose.com

Welcome to another episode of HALO Talks! Host Pete Moore sits down with branding expert and MonoGram Group founder Scott Markman for a wide-ranging conversation on private equity, marketing, and the art of standing out in a competitive landscape. From Scott's early days building powerhouse brands in PE—like Antares Capital—to the inside stories and lessons learned from working with over 100 PE firms, you'll get a front-row seat to how branding and storytelling have evolved in finance and beyond. Pete and Scott riff on everything from the importance of humanizing private equity to the bold branding of consumer favorites like Liquid Death. You'll hear candid insights on how to keep brand integrity alive, the power of team sports mentality in business, and the struggle to get new industry terms—like "HALO"—to catch on. It's definitely a no-holes-barred, no-nonsense chat guaranteed to inspire anyone growing their business, building a brand, or navigating the always frothy private equity world. Listen now for some straight talk, a few laughs, and real advice you can use! Regarding how to stand out in private equity, Markman states, "Just get something that you believe in that is true, that is understandable, that you can rent, repeat 100,000 times. And if you can do that, you're going to be way ahead of anybody else because the bar is set in private equity very low." Key themes discussed Branding strategies for private equity firms. Humanizing and differentiating in competitive markets. The importance of storytelling in marketing. Leveraging brand equity and reputation management. Risk-taking and thinking big in brand building (e.g. Liquid Death.) Optimizing portfolio company operations and collaboration. Building and scaling industry categories, like HALO. A Few Key Takeaways: 1.Brand Differentiation in Private Equity Matters: Scott emphasized that PE firms often focus too much on facts, figures, and professional credentials, but overlook the human and brand elements that truly set them apart. Building trust and emotional connection with company owners and deal partners is a core differentiator in a market that's becoming increasingly commoditized. 2. The Power of Storytelling and Consistency: Markman stressed that defining a clear, consistent message and sticking with it is critical. He compared this to the power of Starbucks' branding, noting that the companies that repeat and reinforce their message, vision, and values win in the long haul. 3. Thinking Big in Branding Works: The two also discussed the branding of Liquid Death and how audacious, risk-taking approaches can differentiate brands in even the most commoditized of categories (like bottled water!) Scott praised the boldness of such campaigns and pointed out that creative, gutsy execution can sometimes pay off big! 4. PE Firms Undervalue Internal Collaboration Across Portfolio Companies: Scott and Pete also observed that many PE firms miss out on synergies by not sharing best practices, vendors, or marketing expertise across portfolio companies. While some firms coordinate shared services, most still operate in silos, missing out on substantial value creation. 5. Branding the HALO Sector—A Movement in Progress: Pete shifted to the effort to brand "HALO" (Health, Active Lifestyle, Outdoors) as its own sector, rather than lumping it under generic terms like "wellness" or the word-salad that often results when people try to describe the space. He shared his long-term vision to make "HALO" the go-to term in industry circles, highlighting the uphill journey from grassroots advocacy to a recognized category and the importance of relentless, repetitive communication to achieve that. Resources: Scott Markman: https://www.linkedin.com/in/scottmarkman MonoGram Group: https://www.monogramgroup.com Integrity Square: https://www.integritysq.com Prospect Wizard: https://www.theprospectwizard.com Promotion Vault: https://www.promotionvault.com HigherDose: https://www.higherdose.com

In this episode of HALO Talks, host Pete Moore catches up with good friend and industry veteran Rich Novelli, marking his second appearance on the show. With over 40 years in the HALO space, Rich shares how he's now turning his focus from traditional health clubs to the rapidly-growing world of corporate wellness. He discusses how his new platform, Alegria Wellness, leverages tech and personalized coaching to drive higher employee participation—especially in small and underserved businesses. Novelli explains why simply offering discounted gym memberships just isn't enough, how accountability and personal connection make all the difference, and what companies can do to create healthier, more engaged teams. Whether you're a business leader, HALO sector professional, or just passionate about corporate wellness programs, this conversation offers fresh ideas on boosting both individual and organizational performance. On empowering smaller businesses, Rich states, "I am targeting these smaller scale companies because that's where I feel the underserved market is at this point. It's getting with these small companies and really making a difference in an impact." Key themes discussed Growth of corporate wellness sector and market projections. Importance of personalized coaching for employee wellness. Challenges with low health club participation rates. Leveraging tech and apps for scalable wellness programs. Targeting underserved small businesses with wellness solutions. Team building and increased employee engagement through challenges. Removing barriers: Affordability, participation, and personalization. A Few Key Takeaways: 1.Corporate Wellness Is No Longer "Nice to Have"—It's Essential: Novelli highlights how the convergence of technology and corporate culture has pushed employee wellness from a "fringe" benefit to a strategic necessity. The sector is rapidly growing, with market projections to hit $25 billion in the next five years. 2. Small Businesses Are an Underserved Market: Most corporate wellness solutions target large organizations, but Rich is focusing on smaller companies (5–300 employees), arguing they need accessible, scalable wellness programs. His app-based platform, Alegria Wellness (powered by Nuvita), is designed specifically for this demographic. 3. Participation Is Key—And Personalized Coaching Drives It: Traditional health club memberships often yield low participation (only ~10%), but Novelli is aiming for 30–40% by leveraging both personalized coaching and tech. The program includes exercise, nutrition, stress management, socialization, and uses a blend of digital tools and personal touch to keep users engaged. 4: Team Building and Engagement Creates ROI: Wellness programs can be gamified for small teams, with six-week challenges that foster team spirit and healthy competition. These short-term commitments help boost engagement and can lead to growing participation rates, delivering meaningful ROI for employers beyond just health metrics. 5. Personalized, Hands-On Approach Removes Barriers: Rich stresses the need for tailored coaching and accountability, adapting to individual needs whether or not employees use a health club. His system also removes the heavy lifting for companies—providing marketing materials, analytics, and all necessary support—making wellness both affordable and easy to implement, especially for businesses without a dedicated HR department. Resources: Rich Novelli: https://www.linkedin.com/in/rich-novelli-4770856 Rich's First HALO Talks: https://www.halotalks.com/rich-novelli-highpoint-sport-wellness-general-manager/ Integrity Square: https://www.integritysq.com Prospect Wizard: https://www.theprospectwizard.com Promotion Vault: https://www.promotionvault.com HigherDose: https://www.higherdose.com

In this episode of HALO Talks, host Pete Moore sits down with Reka Gobis from Kisaco Research. They discuss how their Connected Health & Fitness Conference is evolving to bring together industry leaders—from boutique gyms and major brands like Nike and Adidas, to healthcare giants like Mayo Clinic and Cleveland Clinic. They discuss the importance of creating actionable, science-backed insights and meaningful connections in an intimate setting, all designed to help operators deliver tech-enabled solutions and drive real change in the HALO sector. If you're looking for fresh ideas, strategic partnerships, and inspiration for 2026 and beyond, this episode is a great guide to why you should be at next year's Connected event in LA on Feb 18-20! Gobis states, "At Kisako, and especially at our Connected event, we focus on content all of which is based in hours and hours of research with the industry and most importantly the primary market. The gyms, boutiques, wellness clubs, hotels, spas, longevity clinics we spoke to . . . are based on the key challenges that they are experiencing in the industry, and what we're trying to do over the year is find potential solutions to these key challenges." Key themes discussed Evolution of the Connected Health & Fitness Conference. Integrating the health, wellness, fitness, and technology sectors. Senior-level industry attendance and networking opportunities. Science-backed, actionable conference content and research. Partnerships between operators, brands, and healthcare providers. Dedicated focus on women's health and longevity. Emphasis on community, member experience, and practical takeaways. A Few Key Takeaways: 1.Evolution and Focus of the Connected Event: Rika explained how the Connected Health & Fitness event has evolved over seven years, expanding beyond just connected fitness to now fully encompass health, wellness, fitness, and tech. The goal is to create an ecosystem that enables operators to deliver science-backed, holistic, and tech-enabled solutions for the industry. 2. High-Level Attendees and Diverse Ecosystem: One of the distinctive aspects of the event is its seniority of attendees—50-60% are C-level executives. The audience isn't limited to traditional fitness operators but also includes hotels, spas, healthcare providers (like Mayo Clinic and Cleveland Clinic), insurance, pharma, and big brands like Nike and Adidas. This diversity encourages powerful partnerships and networking across adjacent industries. 3. Research-Driven, Actionable Content: The programming is based on extensive industry research, focusing on real, current challenges faced by operators, boutiques, hotels, and clinics. The format emphasizes rapid-fire, specific sessions (typically 20-30 minutes) driven by data and science, not just generic panel discussions. Rika personally ensures all sessions deliver tangible ROI and actionable takeaways. 4. Special Emphasis on Emerging Topics: Women's Health & Longevity: A unique aspect of the 2026 event is a multi-hour Women's Health Symposium—a significant step up from the usual short panels—tackling issues like hormones, fertility, training around the menstrual cycle, and case studies from operators leading in this space. There's also a significant focus on longevity and how fitness operators can position themselves as preventive health "hubs" in partnership with healthcare. 5. Opportunities for Hands-On Learning, Networking & Fun: Attendees will have access to workshops, a workout room, media lounge for podcasts, workout/recovery pop-ups, and the chance to try the latest in equipment and wellness experiences. Rika guarantees not just actionable business insights, but meaningful connections and enjoyable experiences that can reshape attendees' strategic plans for 2026 and beyond. Resources: Reka Gobis: https://www.linkedin.com/in/r%C3%A9ka-g%C3%B3bis-business-management-and-marketing Connected Fitness: https://connectedhealthandfitness.com/events/connected-health-fitness-summit-2026 Integrity Square: https://www.integritysq.com Prospect Wizard: https://www.theprospectwizard.com Promotion Vault: https://www.promotionvault.com HigherDose: https://www.higherdose.com

In this episode of HALO Talks, industry veteran CJ Bouchard opens up to host Pete Moore about the realities of entrepreneurship in the fitness industry, sharing candid stories of risk, resilience, and what it really means to build from the ground up. From betting his savings on a fledgling franchise in North Carolina and initially making daily two-hour commutes, to pivoting and learning tough lessons about club size, site selection, and market expansion, CJ reveals how grit, adaptability, and a clear mission have fueled Excel Fitness's phenomenal growth. Planet Fitness (NYSE:PLNT) is one of the largest and fastest-growing operators of fitness centers in the U.S, and Excel Fitness Holdings is one of their largest franchisees currently operating 150+ clubs in Austin, Dallas/Ft Worth, Tulsa, Northwest Arkansas, North Carolina, Tennessee, Utah, Georgia, and Virginia. Their mission is to build a team culture and atmosphere constructed on trust, humility, and strong relationships, always leading by example and putting others first with the utmost integrity, dedication, and accountability. Pete and CJ also dive into how partnering with private equity has transformed the business, what it takes to be a successful operator in today's market, what to expect when working with a PE firm, and the importance of building a strong team and community-driven approach. CJ also shares the meaning behind his "Hope is not a strategy" tattoo, and why execution—not wishful thinking—remains his guiding principle. Whether you're a club owner, aspiring HALO sector entrepreneur, or curious about how major fitness brands expand, this episode is packed with actionable insights, real-world advice, and plenty of inspiration from one of the industry's top leaders. Key themes discussed Entrepreneurial journey and early struggles in fitness industry. Evolution and disruption of the Planet Fitness business model. Challenges involved in club building and expansion. The critical importance of location for a gym's success. Strategic growth: Acquisitions, private equity, and territory development. Leadership style: Clarity, vision, and execution over hope. A Few Takeaways: 1. Entrepreneurial Grit & Humble Beginnings: Bouchard started in the fitness industry as a personal trainer without a college degree, working in Connecticut's gym scene and grinding through tough times. He didn't take a paycheck for two years and put payroll on credit cards when launching his first Planet Fitness in North Carolina. Real entrepreneurship often means sacrifice, resilience, and relentless commitment. 2. Evolution from "Hardcore" Gyms to Disrupting the Market: CJ's transition from traditional gyms (Gold's, World Gym, etc.) to Planet Fitness highlights a change in business philosophy. It went from focusing on "results" to focusing on "access." He recognized Planet's disruptive model early on, betting on a concept that many were skeptical about and ultimately building one of the largest Planet Fitness area development companies in the country. 3. Importance of Site Selection and Operational Knowledge: Both Bouchard and Moore emphasized how crucial it is to understand the nuances of real estate, site selection, and the operational details of running clubs. The value of personally touring sites and knowing the history and layout of each location is essential. Software and reports can't replace firsthand experience. 4. Strategic Growth: Mergers, Acquisitions & Private Equity: Under CJ, Excel Fitness strategically expanded through acquiring clubs, merging with other operators, and partnering with private equity (Olympus Partners.) CJ shared how growth now includes both new club development and acquisitions of existing gyms (like Texas Family Fitness), always with an eye on preserving legacy and community as much as possible. 5. Culture, Team, and Values: CJ's leadership philosophy stresses execution, daily engagement in operations, and a moral compass focused on building communities through fitness. His tattoo "Hope Is Not a Strategy" clearly shows his belief in preparation and action, not relying on luck. He also spoke passionately about valuing long-term employees and creating opportunities for others in the organization. Resources: CJ Bouchard: https://www.linkedin.com/in/cj-bouchard-9ba3aa7 Excel Fitness: https://www.excelfitness.com Planet Fitness: https://www.planetfitness.com Integrity Square: https://www.integritysq.com Prospect Wizard: https://www.theprospectwizard.com Promotion Vault: https://www.promotionvault.com HigherDose: https://www.higherdose.com