
Strong Families. Wise Choices. A Successful NYC.
A small business owner, fitness entrepreneur, and real estate expert—ready to fight for a stronger, fairer New York.
From a Coal-Mining Town to NYU and Columbia. From Nothing to Taking on Billion-Dollar Brands….and Winning.
I didn’t come from wealth. I didn’t have a safety net. What I had was grit, determination, and an unshakable work ethic. I’ve spent my life building businesses, raising a family, and standing up for the people who get overlooked by the system.
While my opponents come from politics or privilege, I come from the ground up. I'm not a billionaire. I'm not a career politician. I’m a working father trying to make an honest living, and I want to support my fellow New Yorkers who do the same.
At NYU, I earned top honors in Economics, while working full-time as a real estate broker, earning dozens of awards for performance and leadership. I later earned my master’s from Columbia, specializing in Real Estate and Finance, with a focus on strategic investment and development.
After years in investment banking, hedge funds, and family offices, I made a choice:
Build something that matters.
As a lifelong athlete, I know how sports and structure can change lives. Years later, I saw the wellness world being swallowed by billion-dollar brands that forgot what matters: people, community, and integrity. So I bet on myself.
And I built it.
Founded Pedal House, Pure House, House of Heroes, and PowerPass — with no outside investors, just vision and sweat equity.
Built a loyal community that went up against the biggest names in fitness — and won.
Launched JWF Capital, helping developers, operators, and family offices navigate both sides of real estate — as users and owners.
Rooted it all in experience, not empty talk — from Manhattan to Brooklyn to international markets.
Most important:
I’m a husband to an incredible wife, a father to two amazing kids, and a lifelong fighter for New York’s working families.
I’m not here to play sides. I’m here to serve, to make this system work for all of us again.

A brighter tomorrow starts by raising a generation that works hard, thinks bold, and builds with purpose — not just tests well.
What I want to get done!
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MTA Fares
NYC residents deserve to pay less than tourists and out-of-towners. We shouldn’t be charged the same as people from New Jersey or Connecticut.
By reallocating surplus funds, we can lower fares for locals immediately—putting money back in our pockets.Congestion Pricing
Stop taxing locals just for living here.
Imagine being charged every time you enter or exit your own driveway. That’s exactly how unfair it is right now.Taxes & Waste
NYC isn’t suffering from a lack of revenue—it’s drowning in wasteful spending.
It’s time to cut the unnecessary expenses and stop burdening working-class families.This isn’t rocket science—it's basic economics for the people who call this city home.
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Homeownership Can Ease the Rental Crisis … If We Do It Right
New York’s housing crisis isn’t just about high rents, it’s about limited pathways to ownership. We talk a lot about affordability, but not enough about how to move working and middle-income families from renting to owning.
Here’s the truth:
When middle-income families become homeowners, they leave the rental market. That reduces demand and helps stabilize rents for everyone else. It’s one of the smartest, most sustainable ways to ease the housing crisis — without relying solely on rent caps.As your Councilmember, I’ll push for targeted, practical policies that open the door to homeownership:
Tax incentives for buildings that allow FHA financing and low down payment options for first-time buyers.
Streamlined approval and city-backed incentives for co-ops and condos to opt in to FHA eligibility.
Down payment assistance programs in partnership with city-backed lenders, credit unions, and nonprofits — especially for long-time residents, city workers, teachers, and first-generation buyers.
This isn’t radical policy, it’s common-sense investment. Instead of rewarding vacancy and speculation, let’s reward stability and long-term community building.
Fair Rent Policies: Balance for Tenants, Owners & Local Businesses
Rent policy in New York must protect tenants, support small businesses, and create responsible incentives for property owners. Right now, all sides are losing, and our neighborhoods are paying the price.
Here’s how we fix it:
Vacancy taxes on warehoused rent-regulated apartments and commercial spaces, if it’s sitting empty without active leasing efforts, the city deserves a share of that loss.
Responsible destabilization — allow property owners to deregulate only if they meet strict criteria:
10+ years of continuous ownership
Proven tenant stability
No outstanding violations
Documented capital improvements
A one-time fee to the city to create new rent-stabilized housing
Leasing enforcement — if landlords keep storefronts or apartments vacant, they must lower asking rents or face fines. This city needs movement, not gridlock.
And we must give small businesses a real shot.
Let’s give entrepreneurs, creatives, and community-serving businesses access to reasonable rents, not impossible ones. We can educate wealthy retail property owners about the long-term value of active, lively storefronts, not just for their bottom line, but for the soul of the city.
Let’s fill our commercial corridors with culture, art, community, and vibrancy, not just banks and chain stores. A thriving NYC means opportunity on every block, not “For Lease” signs gathering dust.
Smart Development: Build What We Actually Need
Too many so-called "affordable" units are priced beyond the reach of everyday New Yorkers. That’s not working, for residents or developers.
I’ll advocate for a development approach that reflects reality:
Prioritize deeply affordable studios and one-bedrooms, especially in neighborhoods where single adults and seniors are struggling to stay.
Reform AMI benchmarks so affordability is based on local incomes — not inflated regional figures.
Give developers flexibility to build units that pencil out and serve a real need — while holding them accountable for transparency and community input.
Encourage collaboration with local landlords and small property owners, not just large-scale developers.
Let’s stop pretending we’re solving the housing crisis with units no one can afford, and start building for who actually lives here.
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Align School Hours with Work Hours
We’re expected to work 9 to 5, yet schools run only until 2:40pm.The money is there to extend school support until at least 5:30pm, so parents aren’t forced to pay out of pocket for extra care.
It’s basic economics that supports both children and working families.
Strive for Excellence
New York is home to some of the best schools in the country—let’s ensure every public school reaches that potential:Invest in improvements from elementary through high school so our children have every opportunity to succeed.
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Support First Responders
Our police, firefighters, EMTs, and teachers are the backbone of NYC.
We must back the people who keep our city running.24/7 Subway Security
Every station, every platform—riders should never feel unsafe, day or night.Enhance security measures across the system to provide constant, reliable protection.
Clean Up the Streets
We need real solutions for homelessness:Expand access to clinics, recovery programs, and supportive services.
It’s not about being cold-hearted—it’s about being honest and getting people the help they truly need.
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Cut the Red Tape
It shouldn’t take a lawyer and a year to open a small business in NYC.Simplify regulations to allow entrepreneurs to hit the ground running.
Lower Taxes for Locals
We routinely hand out tax breaks to billion-dollar companies—why not our local businesses?Adjust policies so small businesses, which create jobs and build communities, receive the support they deserve.
Fair Play Against Corporate Giants
When corporate chains squeeze out mom-and-pop shops, everyone loses.As a small business owner, my biggest expense isn’t payroll—it’s rent. Let’s level the playing field so that landlords, businesses, and our community all win together.
These programs can be implemented with minimal capital—they just require the will to act.
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Mental Health Access
Every NYC neighborhood deserves free or low-cost mental health services.No one should have to suffer in silence.
Support Fitness & Prevention
Invest in keeping people healthy rather than just treating sickness after it occurs.My background in fitness and wellness has shown me how transformational health can be for individuals, families, and communities.
Streamline Healthcare Access
Working families shouldn’t need insider connections to get basic healthcare.We need a system that’s efficient, transparent, and truly accessible for all.

Learn from the Past,
Aim for the Future,
Thrive in the Present!
Get Involved!

The system forgot who it’s supposed to work for. I haven’t. I’m here to serve you.
In the News
Athletech News – CEO Corner Interview
“I built Punch Pedal House to serve real people, not algorithms. We built community — not just a fitness brand.”
Read the full article →
Social Life Magazine – The Transformation Fit
“How Joey Foley is changing the boutique fitness scene in New York.”
Read the full article →
Modern Luxury – Culture Meets Cardio
“Joey Foley’s approach blends grit, grace, and relentless hustle.”
Read the full article →
Authority Magazine – 5 Things You Need to Create a Highly Successful Startup
“We believed in the power of people and the culture we built. That’s what carried us through.”
Read the full article →