Brennan pitches experience, relationship-building in Democratic primary for governor

Joel Brennan listens as Rosemary Verheyen of Shebogyan tells him about her concerns at the Sheboygan County Dairy Breakfast on June 20, 2026. (Photo by Erik Gunn/Wisconsin Examiner)
Joel Brennan was taking a break from his shift at a Sheboygan County Dairy Breakfast on a sunny Saturday morning in June. Outside the sprawling barn where he’d been handing out sausages to hungry customers, he met up with Rosemary Verheyen.
A Wisconsin native who moved back to the state after spending most of her career in California, Verheyen, 66, had looked up Brennan’s campaign for governor on Facebook — part of a personal project to meet all the candidates before casting her ballot.
She sent Brennan a direct message asking for a chance to meet him in person. She got a reply the same day and learned about his upcoming dairy breakfast gig.
Verheyen and Brennan talked for 10 or 15 minutes. Brennan asked her about the younger generation in her extended family and what concerns were on her mind. The talk turned to housing, and Verheyen explained she owns a mobile home but has to rent the lot where she keeps it.
“My rent goes up by more than my Social Security does every year,” she said. In California, she explained, state law caps how much rental mobile home lots can increase their rental costs annually — but not in Wisconsin.
At the end of their conversation, she took a selfie with Brennan.
“You should keep after me when I get elected,” he told her with a smile. “I will!” Verheyen replied cheerfully.
Recalling their conversation a few weeks later, Verheyen told the Examiner that Brennan had impressed her right away. “He looked me right in the eye when he said ‘hello,’” she said. “So that right there made me feel like, oh, my gosh, he actually can see me. Because if I can’t be seen, how can I be helped, right?”
An outlier in the race
Joel Brennan is counting on moments — and impressions — like that one as he pursues the Democratic Party nomination in the 2026 election for governor. Among the five remaining hopefuls in the field, he’s something of an outlier — the only one who is not either a current or former elected official.

Brennan, 56, served as Department of Administration secretary for the first three years of Gov. Tony Evers’ eight-year tenure, then left to become executive director of the Greater Milwaukee Committee. He’s currently taking an unpaid leave from the civic group made up of business and nonprofit leaders.
As an Evers cabinet member Brennan was very much in the background. That’s a political disadvantage when it comes to name recognition, a baseline asset for anyone running for office.
“That’s my biggest challenge, simply that I am not well known enough,” Brennan says. To overcome that, he adds, “It’s shoe leather and trying to organize around the state.”
Although he entered the race in early December, months after most of the other Democratic hopefuls, a campaign finance report filed in mid-January showed that he had already raised more than $500,000. He decided to spend money on early advertising to introduce himself to the public.
“I got in the race late, but I was able to get general parity with the rest of the field, who had three months to raise money, and I had just a couple weeks,” Brennan says. “That is a demonstration, I think, of some of the support that I had, and the network that I’ve got around the state, and I’m leaning into that.”
When he tells people he meets at campaign events and meet-and-greet sessions why he’s running and “the path that I want to lay forward for Wisconsin,” Brennan says, he gets a positive reception. “I think that truly undecided minds — I win more of them than I don’t.”
Policy laundry list
Brennan’s policy positions overlap those of most of his rivals. His campaign website issues section has at least as many provisions and goes into at least as much detail as any of the others. It includes break-out sections on healthcare, housing and democracy, as well as proposals addressing property taxes, education, the environment and other topics.

The website includes general assurances about “How we pay for it,” pointing out that some of his proposals will save taxpayers money, advocating for closing tax loopholes, requiring community benefit agreements for data centers and assessing the sources of pollution for the cost of cleanup.
Although they may differ on some details, he and the four other Democrats in the race have all called for restoring public employees’ collective bargaining rights, repealing other laws passed during former Gov. Scott Walker’s two terms that weakened labor unions, and passing budgets that increase funding for public schools and reduce school districts’ dependence on property taxes.
Brennan endorses a paid medical and family leave program funded through employer and employee contributions, a free school lunch program, and measures reducing childcare costs for families while bolstering childcare providers’ resources.
He has publicly criticized the Trump administration on tariffs, healthcare cuts, other federal program cuts and abuses by federal immigration officers. Yet Brennan’s approach is less pugilistic than that of some of the other Democrats. “Joel doesn’t wake up looking for a fight,” his website states. “There’s a difference between fighting and getting something done. Joel intends to do both.”
Emphasizing experience, competence
For all his policy specifics, Brennan rests the case for his candidacy on a three-decade-plus history of executive jobs in government and nonprofits — both for the experience he has gained and the connections he has forged.

“I grew up in a large family, and relationships were absolutely central to that, and they’ve been central to every part of my career,” Brennan says.
Brennan was born in the Milwaukee suburbs, the second youngest of 11 children. He grew up there and in the city and graduated from Marquette University, where he majored in English literature and political science. Brennan interned for a Massachusetts member of Congress one summer, and served on the staff of U.S. Rep. Tom Barrett before working in public affairs at Miller Brewing Co. and then at the Greater Milwaukee Convention & Visitors Bureau.
Brennan has also been a behind-the-scenes political insider. He managed two Barrett campaigns — for governor in 2002 (Barrett lost the primary) and mayor in 2004. After Barrett won that race, Brennan worked in the Milwaukee redevelopment authority during Barrett’s first three years as mayor.
Before joining the Evers administration, Brennan was CEO at Discovery World, a Milwaukee museum and education center for science and technology.
In his campaign trips around Wisconsin, Brennan has earned “some credibility because of the company I keep,” he says. “Those people who have been supportive and been part of my career — I’ve got to demonstrate to them that I can do the job, and they want to kick the tires on me, but those are opportunities that I’ve gotten because of some of the relationships that I’ve developed and I’ve cultivated over the course of my career, in the course of my life.”
When Barrett ran for governor in 2010 against Scott Walker, then the Milwaukee County executive, Brennan was drafted to play Walker in debate rehearsals. He repeated that role with Barrett in the 2012 recall election and again for Mary Burke, the Democratic candidate who challenged Walker for reelection in 2014.
The Democrats nominated Evers to run against Walker, seeking a third term, in 2018, and Brennan was asked if he’d do a repeat performance as the Republican governor.
“I said, ‘Great, I’ll be happy to do it again, but we’ve lost the last three times I’ve done this,’” he recalls. Despite his demurrals, “they wanted me to do it again,” he says. “My job was to toughen him up for the debate prep with Scott.” When Evers won the election, he says, “I was thrilled.”
Brennan says he didn’t actively seek a job in the new administration, but he had several connections with the Evers transition team and was soon tapped to lead DOA.
“Really the job is to help the governor run the executive branch,” Brennan says. The Department of Administration helps the governor’s office put together the state budget proposal, serves as the human resources department for the state’s 35,000 employees and manages Wisconsin’s real estate — the Capitol, the executive residence in Maple Bluff and the state’s office buildings. It’s also the face of state government in its interactions with local municipalities and negotiates compacts with the tribes located in Wisconsin.
Making appeals to the undecided
After the COVID-19 pandemic started in 2020, the department was responsible for managing more than $4 billion in federal relief funds, first in the 2020 CARES Act in the last year of the Trump administration and then in the 2021 American Rescue Plan Act that President Joe Biden signed about two months after taking office.
Brennan has been emphasizing those experiences when he meets voters.
“I can tell you that most every room that I go into, if there are undecided people in them, or if there are people who don’t know who I am, they walk away thinking, One, ‘Here’s somebody who’s got a history of accomplishment, and who, over the course of two decades, has almost exclusively executive experience, more executive experience than anybody else in the race,’” Brennan says.
“‘Two, he’s demonstrated that he can do the job, he knows state government, he knows the context around Madison, he’s got passion,’” he continues. “I think everybody who sees me walks away with that, and you know, more often than not, I believe I’m walking away with more of those people for me than for somebody else.”
Translating those small-group connections into a message that will reach a lot of voters is a challenge, he acknowledges. “I can’t do that in groups of 25 and 50 forever,” Brennan says. “I’ve got to find a way to speak to a larger audience.”

Brennan has looked for other ways to garner attention.
An early campaign ad featuring his teenage children pokes fun at him for telling “Dad jokes.”
Brennan was one of a handful of politicians who volunteered to serve at the Sheboygan County Dairy Breakfast. (The presumptive Republican nominee, U.S. Rep. Tom Tiffany, did as well — handing out slices of ham at a table right behind Brennan.)
Recently, as his Democratic rivals began issuing negative statements about each other, Brennan’s campaign released a 99-page opposition research report on himself. Perhaps its harshest bullet points were public statements that criticized his opposition as Greater Milwaukee Committee CEO to a Milwaukee Public School referendum that narrowly passed in 2024.
“My life has pretty much been an open book — and here are 99 pages of data that demonstrate it,” Brennan said in a written statement accompanying the oppo research report. “I might even be the only gubernatorial candidate in the country willing to take this step — but more should. And voters would be better off if we did.”
The report didn’t refer to an April Urban Milwaukee column by Editor Bruce Murphy, which cited an anonymous source who said Brennan’s campaign had been pitched to donors as a safe “white centrist.” Brennan flatly denies the characterization.
“I am somebody who has demonstrated throughout my career that I’m about trying to give opportunity to everybody, and there’s nothing I have to do to respond to that, except to say I never said that,” Brennan says. “I don’t control what somebody says outside about me, and it’s offensive to me that anybody else would do that, and if they had the guts, they’d identify who they are.”
When Milwaukee County Executive David Crowley dropped out of the Democratic primary and joined former candidate Missy Hughes in endorsing Lt. Gov. Sara Rodriguez, Brennan expressed his admiration for Crowley but reaffirmed his commitment to stay in the race.
“David Crowley made the campaign for Governor – and the eventual Democratic nominee – stronger and better through his work. I am honored to still be able to call myself a constituent and friend,” Brennan wrote on Facebook.
In answer to a question from the Examiner, his campaign manager replied, “We respect David Crowley and wish him well. Joel is focused on making his case to Wisconsin voters between now and August 11.”
A new environment?
Brennan says he admires his old boss, Evers, for integrity, “his commitment to kids” — and for the role the governor played in drawing new legislative maps.
When Evers took office, “he didn’t have many conversations with legislative leaders in the first two years,” Brennan says.
He doesn’t blame the governor for that. The art of maintaining personal relationships among lawmakers, including across party lines, “has been lost in Wisconsin,” Brennan says, “and I lay that at the feet, to be honest, of Scott Walker and the Republicans in 2010, where they took over, they gerrymandered things so that they could protect their majority, and they legislated in a way that was about vengeance.”
Referring to the new, more politically balanced voting maps Evers signed into law, Brennan told Verheyen during their chat at the dairy breakfast, “This is a very different environment. That’s Tony Evers’ great gift to us.”
Unlike some of his rivals who seem to be counting on a Democratic sweep in legislative races this year in order to accomplish their goals, Brennan emphasizes his ability to work across the aisle.

He says he believes that Democrats could win both houses of the state Legislature this year. “But even without that — or even with that — there will be only a one- or two-seat majority,” he says. “So it’s going to require a level of cooperation and conversation that just didn’t exist in the early years of the Evers administration.”
He argues that he can best navigate the change in temperature that he believes will be essential in the next term, whether Democrats achieve trifecta control or the November election produces divided government.
“All I can tell you is, on my phone right now there are probably 10 Republican legislators whose cell phone numbers I have,” he says. Meanwhile, the current crop of Democratic lawmakers includes many first-term members who took office after he left state government. That can make it possible to shed some old baggage, he suggests.
“I’m going to be accessible to the Republicans, but also, absolutely, to those Democrats,” Brennan says. “In the course of the way we’re going to have to govern over the next eight years, I want to make sure that people have a personal relationship with me. And I think that also enables us to not make this the kind of blood sport that we oftentimes see.”
Brennan contends he can “stand up passionately around the issues that I care about and the progressive Wisconsin values that are absolutely ingrained in me” yet still be able to work cooperatively with Republicans.
“But if this election is just about how do we get back at the other side, how do we rub somebody’s nose in it? How are we just about vengeance? How are we just about grievance? Then I don’t think that’s worthy of who we are as Wisconsinites, and that’s not who I’ve been over the course of my career,” Brennan says.
“I am absolutely going to defend democracy, I’m going to defend people’s rights, I’m going to make sure we’re promoting our Wisconsin values, but at the end of the day, I think people need to know … they want to see that we’re in a position to get something done,” he says. “We’re poised to be able to do that in Wisconsin, and I think I’ve got the personality, the temperament, the background and the vision to do that.”
Editor’s note: The Examiner is running periodic profiles of the contenders in the Aug. 11, 2026 gubernatorial primary as well as the candidates in the general election Nov. 3.

