Summary
Jonathan Gray, the president and chief operating officer of Blackstone, has become an unexpected star on LinkedIn. By sharing short videos of himself jogging through various cities, he has changed how top business leaders connect with the public. These clips, which often show him out of breath and sweating, have reached millions of viewers and humanized the leader of the world’s largest investment firm. This shift shows that modern executives are now expected to be content creators as much as they are business managers.
Main Impact
The success of Gray’s videos marks a major change in corporate communication. For a long time, high-level executives stayed behind closed doors or only appeared in highly controlled settings. Now, the "creator-in-chief" model is becoming the standard. By showing a more personal and less polished side, Gray has built a level of trust and engagement that traditional corporate PR cannot match. This approach helps Blackstone, a firm that manages $1 trillion, feel more approachable to clients and the general public.
Key Details
What Happened
The trend started almost by accident. Gray used to send quick videos of his travels to his wife and four daughters so they could see where he was. When he tried to post standard, formal business updates on LinkedIn, they did not get much attention. However, when he posted a 25-second clip of himself in running gear in front of the Sydney Opera House, the response was huge. People loved the "real" feel of the video. Since then, he has filmed nearly 50 jogging videos in places like Paris, Amsterdam, and even snowy New York City.
Important Numbers and Facts
The reach of these videos is significant. One video of Gray running through a snowstorm in Central Park gained 2.7 million views. A montage of his travels through Europe reached 5.9 million views. On average, his videos get over 100,000 views each. This mirrors a larger trend in the business world. In 2025, more than two-thirds of Fortune 100 CEOs had at least one social media account. Among those, 71% post at least once a month, which is a 37% increase from the previous year.
Background and Context
Blackstone is a massive company that handles "alternative assets." This means they invest in things like real estate, private companies, and credit rather than just stocks on the public market. Because these businesses can seem complicated or distant, having a leader who speaks directly to the camera helps bridge the gap. Gray joined Blackstone right after college in 1992 and is expected to eventually take over as CEO. His move into social media was initially suggested by his communications team, though he resisted the idea for a long time before finding a style that felt natural to him.
Public or Industry Reaction
The reaction from the business community has been very positive. Gray is now often called the "Forrest Gump of LinkedIn." He says that when he meets with clients, they usually want to talk about his latest run before they talk about multi-billion dollar deals. Other companies are now asking Blackstone how they can get their own leaders to be as effective on social media. Experts in the field note that business leaders are becoming like celebrities, and people enjoy seeing the "behind-the-scenes" parts of their lives, such as their morning workouts or travel routines.
What This Means Going Forward
This trend suggests that future CEOs will need to be comfortable on camera and willing to show some personality. Gray’s "dorky dad" style works because it feels honest. He does not use a professional film crew or a script. He often records the videos himself or asks a friend to hold the phone. This low-cost, high-authenticity method is proving to be more effective than expensive studio productions. As trust becomes more important in the financial world, direct and personal communication will likely become a required skill for any top executive.
Final Take
Jonathan Gray has shown that being a top executive does not mean you have to be stiff or formal all the time. By leaning into his own personality and sharing his daily routine, he has created a powerful way to represent his firm. In a world full of polished advertisements, a sweaty jogger talking about the economy is exactly what people want to see.
Frequently Asked Questions
Why are Jonathan Gray’s jogging videos so popular?
They are popular because they feel authentic and unpolished. Unlike traditional corporate videos, these clips show a high-level executive in a relatable, human way, which builds trust with the audience.
Does Gray use a professional crew to film his LinkedIn content?
No, the videos are very low-lift. He usually films them himself in "selfie mode" or has a colleague or family member hold the phone. There are no scripts or long prep sessions involved.
What is the "creator-in-chief" trend?
It is a new expectation for CEOs and top leaders to act as their own brand ambassadors on social media. Instead of relying only on PR teams, they create their own content to speak directly to shareholders and the public.
