Political contenders share videos of weightlifting exercises in an attempt to boost their midterm election campaigns
In the heat of the 2025 midterm election cycle, Democratic candidates are making a bold move to engage with male voters by incorporating workout and weightlifting videos into their campaigns. This strategy, aimed at appealing to the "manosphere," a predominantly male online community often associated with political conservatism and masculinity culture, is a new approach to traditional campaigning.
A Shift in Campaigning Tactics
The use of workout videos is an evolving campaign technique that taps into the visual and cultural cues of masculinity. Candidates like Colin Allred, a retired NFL linebacker and former congressman running for Senate in Texas, and Kate Conley, an Army veteran, post weightlifting content coupled with political messages. For instance, Allred critiques President Donald Trump's record post-workout, combining masculinity imagery with policy discussion.
This approach is part of a broader effort to inject energy and authenticity into Democratic campaigns, moving beyond traditional podium speeches into more relatable, physically engaging content. As noted by Democratic strategists Joe Caiazzo and Pat Dennis, this shift aims to make campaigns more appealing to a wider audience.
The Promise and the Pitfalls
While the tactic shows promise by capturing attention in male-dominated social media spheres, strategists caution about the risk of appearing insincere or performative if candidates are not genuinely connected to the fitness lifestyle. The goal is to signal readiness, vitality, and relatability to voters who value physical fitness as a marker of trustworthiness and competence.
However, there is no direct quantitative data yet on voter conversion from this approach. It reflects a growing trend to use lifestyle signals in political marketing to broaden outreach beyond conventional bases. The ultimate effectiveness of this strategy depends on authenticity and voter receptivity, both of which remain subjects of ongoing observation during the 2025 election cycle.
Key Players
- Colin Allred, a Texas Senate candidate, has made physical fitness a key part of his communications strategy, with workout videos commenting on campaign developments and news of the day.
- Michigan Senate candidate Abdul El-Sayed has made health, fitness, and appeals to young men hallmarks of his campaign. He launched Facebook ads this month touting his workouts and calling for "time, effort, and discipline" in politics.
- El-Sayed corrected his bench-press weight in a social media post that has been viewed over 5 million times.
- Cait Conley, an Army veteran, discusses affordability in a workout video.
- J.D. Scholten, a state lawmaker and minor league pitcher seeking to challenge Iowa GOP Sen. Joni Ernst, shared a video of a pitching performance, stating he's learning the game at 45 years old.
Beyond the Gym
Earlier this year, Allred helped found the "Speaking with American Men" project, aimed at helping the party reach male voters. This initiative, along with the fitness videos, is part of a broader effort by Democrats to move past arguments over former President Joe Biden's physical and mental fitness and present a more dynamic image.
Allred posted a workout video the day after his campaign launch, thanking supporters for a successful launch. He started making workout videos unplanned, feeling that he had something to say after his workouts. Democratic strategist Joe Caiazzo believes people want to see vigor and action from candidates.
However, strategist Pat Dennis warns against seeming inauthentic and using checklists to reach different demographics. The key, according to Dennis, is to remain genuine and authentic in all campaign communications, including workout videos. As the 2025 midterm election cycle continues, the effectiveness of this new campaign strategy will be closely watched.
- The new strategy being employed by some Democratic candidates, such as Colin Allred and Abdul El-Sayed, involves the integration of fitness and exercise content into their political campaigns, aiming to resonate with male voters and signal readiness, vitality, and relatability.
- J.D. Scholten, another Democratic candidate, is utilizing home-and-garden imagery by sharing videos of his pitching performances, signaling his personal growth and adaptability to voters, demonstrating a broader effort by Democrats to project a dynamic image.
- Cait Conley, an Army veteran running for a political position, has introduced health-and-wellness discussions, particularly focusing on affordability, into her campaign communications, broadening the scope of the lifestyle signals used in political marketing for a more inclusive and relatable campaign.
