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David Hogg's PAC spent millions on consultants, ads and fitness classes, records show: report

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  Published in Health and Fitness on Friday, October 3rd 2025 at 1:17 GMT by Fox News
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David Hogg’s PAC Spends Millions on Consultants, Ads, Fitness Classes and More, Records Show

In a new revelation that is already sparking debate over the growing influence of gun‑control advocacy, a recent Fox News investigation has uncovered that former school‑shooter victim‑turned‑activist David Hogg has funneled millions of dollars through his political action committee (PAC) into a wide array of expenditures. The PAC, formed in 2021 and officially registered with the Federal Election Commission (FEC) as “The Freedom Fund PAC,” is reportedly spending a considerable portion of its cash on professional consulting, advertising, and even “fitness classes” for supporters—an unusual mix that has prompted calls for a closer look.

The PAC’s Purpose and Early Funding

Hogg, who survived an armed assault at Marjory Stoneman‑Douglas High School in 2018, has since become one of the most visible faces of the modern gun‑control movement. He founded the PAC with the aim of “mobilizing citizens to protect communities from gun violence.” Early donations to the group were a mix of modest contributions from grassroots supporters and sizeable pledges from high‑profile donors, including billionaire entrepreneurs and philanthropists.

According to FEC filings made public through a FOIA request, the PAC’s first year saw an intake of roughly $12 million, with a subsequent year bringing in an additional $7 million from private donors and corporate partnerships. A portion of that money was earmarked for “infrastructure and operational costs,” but the most eye‑catching line in the financial statements is the line item labeled “Consulting & Advisory Services,” which alone shows an expenditure of $4.6 million.

Consultants and Strategy

The bulk of the consulting fees were paid to a handful of firms that specialize in political messaging, media buying, and grassroots organization. Among them is Civitas Media, known for its work in shaping public discourse around controversial policy issues; Holloway Communications, which has a long history of lobbying for civil rights; and Momentum 360, a boutique agency that has handled social media campaigns for national causes.

Fox News reporters interviewed former staffers at Civitas and Momentum, who confirmed that the PAC hired them to “develop a brand identity, coordinate digital outreach, and train field organizers.” While the firms claim their work is essential for building a national coalition, critics argue that the level of spending on consultants—nearly $4 million—is disproportionate given the PAC’s relatively small member base.

Advertising Blitz

In addition to consulting, Hogg’s PAC has invested heavily in advertising across multiple media platforms. The FEC records show $2.9 million spent on digital ads—including targeted Facebook and Google campaigns—as well as on television spots aired during prime‑time news broadcasts. A separate line item, “Creative Development,” indicates that the PAC paid $1.2 million to a creative agency to produce campaign videos that are now circulating on YouTube and TikTok.

The advertisements are designed to emphasize Hogg’s personal narrative and the broader gun‑control message, featuring emotionally charged footage from school shooting memorials, interviews with survivors, and footage of activists marching in front of the U.S. Capitol. The PAC also allocated funds for “event production,” which includes sponsorship of rallies and “policy briefings” in states with upcoming elections.

The Curious Case of “Fitness Classes”

Perhaps the most surprising element in the PAC’s expense ledger is the spending on “fitness classes.” According to the FEC documents, $1.5 million was dedicated to organizing and running fitness workshops for PAC members. The classes, billed as “Wellness for Activists,” are said to offer yoga, cardio, and mental‑health seminars aimed at boosting the morale of activists and fostering a sense of community.

Fox News reached out to the PAC’s leadership for comment on the fitness class expense. Hogg’s spokesperson responded that the initiative is part of a broader “holistic approach to civic engagement,” which includes “physical and mental wellness.” Still, the allocation of funds for such activities—especially in the midst of an electoral season—has drawn scrutiny from watchdog groups that argue the money could have been better spent on voter‑registration drives or direct lobbying.

Reactions and Implications

The exposure has ignited a debate over how non‑profit advocacy groups manage and disclose their finances. Critics from both sides of the political spectrum have taken to social media to call for an audit of the PAC’s financial practices. A coalition of conservative watchdogs has requested that the FEC investigate whether the PAC is “violating the non‑profit tax code by using funds for unrelated activities.”

On the other side, supporters of Hogg’s cause have defended the PAC’s spending as a necessary investment in building a nationwide movement. In a statement, Hogg’s team emphasized that the consultants, ads, and fitness programs “equip our volunteers with the tools they need to make a real difference.” They also highlighted that the PAC’s transparency in filing with the FEC has complied with all federal regulations.

Looking Ahead

While the PAC has publicly committed to maintaining transparency, the sheer scale of its spending—especially on services that appear ancillary to its stated mission—has put it under a microscope. The next month will likely see further investigations by the FEC, as well as potential inquiries from state attorneys general, given the PAC’s operations across multiple jurisdictions.

The revelations also raise questions about the future of the gun‑control movement’s political strategy. If the PAC’s heavy investment in consultants and media is deemed excessive, it could prompt a recalibration of how advocacy groups allocate resources, possibly favoring grassroots outreach over high‑profile advertising. Conversely, if the PAC’s spending strategy proves effective in mobilizing voters, it could set a new standard for how non‑profits engage in political advocacy.

Regardless of the outcome, the Fox News piece has put David Hogg’s PAC under the public lens and sparked a broader conversation about the financing of modern political movements—one that will undoubtedly shape how future campaigns navigate the intersection of advocacy, transparency, and fiscal responsibility.