The German army is banking on the fitness generation for recruitment.

In Cologne, at the heart of Fibo, the world's largest fitness trade fair, the Bundeswehr (German Armed Forces) is making its presence felt. Between physical demonstrations and obstacle courses, the German army is using this unexpected venue to attract a new generation of recruits. On site, visitors are taking part in intensive exercises, sometimes equipped with gas masks or heavy weights, in an atmosphere somewhere between military training and a sporting event.

This strategy is part of a clear objective: to massively increase troop numbers. Berlin plans to raise its forces to 260,000 soldiers by 2035, compared to approximately 185,000 today, in addition to 200,000 reservists. To reach this level, the army needs to attract young, physically fit individuals in a country where conscription was abolished in 2011 and remains a politically sensitive issue.

A recruitment strategy focused on young professionals

Faced with these constraints, the Bundeswehr is now focusing on marketing and building closer relationships with the public. The stand at Fibo has been significantly expanded, reaching nearly 400 m² in 2026, with a team of around one hundred people involved. Sports activities, timed challenges, promotional items, and simulations: everything is designed to create direct contact with the public.

The target audience is clearly defined. "We're looking for young, athletic, dynamic, and motivated people," explains an organizer present at the event. The fair is attracting precisely this type of profile: sports coaches, fitness enthusiasts, and healthcare professionals. This is a population already aware of the importance of physical exertion and potentially receptive to the idea of ​​military service.

Between seduction and persistent reluctance

Despite this proactive strategy, the transition to enlistment remains uncertain. Some visitors, like Franz, a 31-year-old physiotherapist, say they are open to the idea of ​​defending their country, without taking the plunge immediately. Others, like Linda or Alina, recognize the importance of the military in the current international context, but hesitate to change careers.

These reactions illustrate a major challenge for the Bundeswehr: convincing people in a society still marked by a pacifist culture. German history, particularly the Nazi period, continues to influence perceptions of the army, making recruitment more complex than in other European countries.

A game-changing geopolitical context

However, attitudes are changing. The international context, marked by increasing tensions, seems to be gradually altering the perception of the armed forces. Several visitors mention a heightened sense of insecurity and acknowledge the essential role of the army in protecting the country.

To support this interest, Germany introduced a mandatory census of 18-year-olds in 2026. Men must complete a questionnaire about their situation and skills, under penalty of sanctions, while women can participate voluntarily. This measure aims to better identify potential future candidates without, for the time being, reinstating military service.

An army in search of image and appeal

Beyond recruitment, the presence at Fibo reveals a deeper transformation within the German army. It seeks to modernize its image, making it more accessible and compatible with the aspirations of younger generations. Initiatives like "Olympix," sporting competitions for 16- to 19-year-olds, are part of this gradual appeal.

The Bundeswehr is thus relying on an indirect approach: multiplying points of contact, generating interest, and hoping that recruitment will follow. In a competitive job market and faced with new career expectations, the army must now market itself as one opportunity among many. This shift reflects the challenges it faces in Germany in 2026.