Pete Hegseth has spent the past eight years on the couch of a Fox News morning show defending President-elect Donald Trump and advocating for a conservative cultural shift in the US military, and he could soon be directing that agenda from behind the top desk at the Pentagon.
The Republican president-elect announced on Wednesday that Hegseth, a television host and veteran of the wars in Afghanistan and Iraq, was his nominee for defence secretary - a role typically filled by senior civil servants, experienced politicians and high-level executives.
While Hegseth has little of the traditional experience expected for such an important cabinet position - he would be the second-youngest person to serve in the office - he could aim to transform the Department of Defense if confirmed by the Senate.
Just last week, Hegseth said on a podcast that the chairman of the joint chiefs of staff - the US's top military leader - should be fired, along with any "general, admiral, whatever that was involved in any of the DEI [diversity, equity and inclusion] woke [expletive]”.
He also said that women should not serve in combat roles because he argued it had not made the military "more effective" or "more lethal".
"Over human history, men in those positions are more capable," he said.
He has also reportedly called for the Defence Department to be renamed the War Department and for a 10-year ban on generals working as defence contractors after leaving the military.
Those views have earned Hegseth many conservative fans, particularly those close to the president-elect. But some also question whether he is capable of running an agency that is considered one of the world's largest bureaucracies, with a budget of nearly $900bn (£708bn).