Will Martin called himself a “common-sense conservative” in his launch ad, saying there is a “quiet crisis” of young people leaving the state. (Screenshot of campaign ad)

Businessman Will Martin launched his campaign for lieutenant governor Monday, joining a growing field for the second-highest executive office in Wisconsin.

Martin called himself a “common-sense conservative” in his launch ad, saying there is a “quiet crisis” of young people leaving the state. This is Martin’s second campaign for the office. He came in fifth in the 2022 primary when former U.S. Rep. Roger Roth was the Republican nominee.

“Wisconsin jobs are being lost. AI and automation are disrupting entire industries, and for far too many, homeownership has become a distant, if not impossible dream,” Martin said. “As lieutenant governor, I’ll work to cut the size and cost of state government and restore the promise of the American Dream together. Let’s ignite a new era of freedom, opportunity, and prosperity from Kenosha to Cornucopia.”

Martin worked in the administrations of former Govs. Tommy Thompson and Scott Walker. Under the Walker administration, he worked in the Wisconsin Housing & Economic Development Authority and the Department of Workforce Development.

Martin joins Former Lancaster Mayor David Varnam, who launched his campaign in September, in the race. Varnam also ran for lieutenant governor in 2022, coming seventh in the primary.

“I am concerned about my family’s future and the path Democrats are taking Wisconsin down,” Varnam said in his announcement. “We need to lower taxes to keep retirees, young people, and businesses in Wisconsin. Our schools need to focus on raising standards, test scores, and expectations for our students. As a father of two daughters, I will fight to keep men out of women’s sports and protect their locker rooms.”

Wisconsinites will cast their votes separately for governor and lieutenant governor during the partisan primary next year. The winners of the primaries will run on the same ticket in November and voters choose them as a pair.

The partisan primary is scheduled for Aug. 11, 2026.

Republican candidates for governor include U.S. Rep. Tom Tiffany and Washington Co. Executive Josh Schoemann.

Secretary of State Sarah Godlewski, a Democrat, launched her campaign for lieutenant governor in August.