Winnetka creator turns viral PE satire into weekly persona

Johnny Hilbrant, a resident of Winnetka, Illinois, has built a following by playing PE Guy, a fictional character who satirizes the private equity industry. The persona depicts a private equity partner who spends his days acquiring dental and oral surgery practices across the Midwest. Hilbrant, a Winnetka native, created the character to mock the behaviors of the ultrawealthy.

The character describes a lifestyle centered on high-end properties, including a penthouse at the St. Regis in downtown Chicago, a summer home on Lake Geneva, and a property in Nantucket. According to the persona, the firm has been in private equity for 12 years, with the character serving as a partner for seven of those years. The character claims the firm makes substantial profits by purchasing practices from doctors who lack financial knowledge, then increasing their productivity.

PE Guy’s personal life is detailed with specific, satirical touches. His wife is described as not working and spending her time playing tennis and mahjong at the club. Their three children are named Tarantino, age 4, Montauk, age 2, and EBITDA, age 9 months. The character notes that all three are gifted. He also mentions following potential connections on LinkedIn and having an assistant named Candace manage his communications.

The character’s daily habits include using nose strips for airflow during sleep and carrying specific items like two iPhones, one for work and one for pleasure. He carries a copy of The Art of War, which he claims to read twice a month, and a copy of Sheridan Road magazine. He listens to capital markets podcasts at 1.75x speed, voice notes from a longevity coach, and a playlist from a Rosewood hotel in Bermuda.

Hilbrant’s social media feed for the character includes photos and captions that emphasize the absurdity of wealth. One caption references a 4-year-old son having an Instagram account, the youngest in the world according to the post. Another mentions following Bloomberg, a Hadid sister, and Nantucket real estate agents. The character describes the Instagram account of a comedian as annoying but admits to watching it.

The weekly segment, titled #HASHTAG, features the character’s takeovers of social media platforms. Hilbrant directs readers to visit duetomyrole.com to see the full persona. The character’s voice remains consistent in its display of confidence and material wealth, using phrases like "Rinse and repeat, baby" and "Life is good!" to capture the tone of the industry he satirizes.