In order to achieve its armament goals in a country historically known for its pacifist past, the Bundeswehr is ramping up its charm offensive efforts, even at fitness expos, to attract young people without resorting to conscription.
Wearing a gas mask, a man performs push-ups, jumps, and quick squats at the Bundeswehr booth at the world’s largest fitness expo in Cologne, a prime recruitment ground for the German army.
Franz, a 31-year-old kinesiotherapist, who completed the exercise circuit in a record 46 seconds, is open to the idea of becoming a soldier one day. “Being there to defend your country is an option,” he says. With broad shoulders and a sturdy build, Franz fits the ideal profile for the Bundeswehr, which aims to become Europe’s first conventional army, as per Chancellor Friedrich Merz’s wishes.
By 2035, Berlin has committed to increasing its troops to 260,000, up from the current 185,000, with an additional 200,000 reserves. To achieve this, the German government initiated a census of 18-year-olds since 2026 to identify potential recruits, with men required to fill out a questionnaire under penalty of fine, while women can do so voluntarily.
However, at the moment, Berlin has not reinstated conscription, which was abolished in 2011, a delicate topic in a predominantly pacifist country haunted by the horrors of the Nazi regime. Consequently, the Bundeswehr must rely on its powers of persuasion to attract young people, with the Fibo fitness expo in Cologne being one of its preferred venues.
“We are looking for young, sporty, dynamic, and motivated individuals. And we find them directly on-site,” says Peter, a 30-year-old lieutenant responsible for the booth. Surrounded by young men in shorts and women in tight leggings, the Bundeswehr booth stands out, flanked by a reconnaissance vehicle and a troop transport vehicle.
“We have expanded thanks to the success of recruiting at Fibo,” Peter reveals. The booth has nearly doubled in size, reaching 400 square meters, and now employs 92 individuals, almost 20 more than in 2025.
With fitness courses, combat demonstrations, daily lotteries offering prizes in khaki and brown tones, as well as a small barbecue, the Bundeswehr is pulling out all the stops to attract new soldiers.
In September, they will host “Olympix,” where 16 to 19-year-olds will compete in football, beach volleyball, and combat sports at the Bundeswehr Sports School in Warendorf.
“We have become more professional and attractive,” Peter states, although he cannot quantify the recruitment linked to the Fibo booth. “People need three or four contacts before committing to a professional path or changing careers,” he explains, likening the process to a significant purchase.
According to 33-year-old kinesiotherapist Linda Reinhard, who recently completed a combat course with a 13-kilo vest on her back, perceptions of the Bundeswehr have shifted in recent years. “With everything happening in the world, the guys and girls here really contribute to making us feel safe,” she says, even though she currently has no plans to leave her “great job.”
Meanwhile, Alina, a 29-year-old fitness coach, feels “too unfit” to join the ranks of the German army after struggling to carry a 60-kilo dummy simulating a casualty.
