John Foley

John Foley is the Chief Executive Officer and co-founder of Ernesta Inc., a direct-to-consumer startup specializing in custom-cut rugs. Launched in September 2022, Ernesta aims to transform the rug buying experience by offering high-quality, custom-sized rugs at accessible price points. The company has received significant backing, raising $25 million in venture capital from investors including Addition and True Ventures, and is staffed primarily by former Peloton executives, reflecting Foley's previous leadership experience at that company.14

Background and Career

Before founding Ernesta, Foley was best known as the founder and CEO of Peloton, where he played a pivotal role in establishing the brand as a leader in the interactive fitness industry. He served as CEO from June 2012 until February 2022, after which he briefly held the position of Executive Chairman until September 2022.45 His career prior to Peloton included various leadership roles at notable companies such as Barnes & Noble, where he managed the Nook business, and several startups in the consumer technology space like Pronto.com and Evite.com.4

Foley holds a Bachelor of Science degree in Industrial Engineering from Georgia Tech and an MBA from Harvard Business School. His extensive background in both technology and consumer goods has informed his approach to building Ernesta, where he emphasizes a focus on community and customer experience.46

Vision for Ernesta

Foley's vision for Ernesta is to simplify the rug purchasing process by providing custom sizing options that cater to individual consumer needs. He aims to replicate the success of brands like The Shade Store in the home decor market by balancing sales between direct consumers and interior designers.56 Foley has expressed a passion for interior design, stating that he has been interested in rugs for decades, which motivated him to enter this new venture after his tenure at Peloton.23

In summary, John Foley is leveraging his entrepreneurial spirit and experience from Peloton to innovate within the home decor industry through Ernesta, focusing on quality, customization, and a superior customer experience.