Bryon Noem’s Neighbors Say He’s a ‘Supportive Husband’ Who ‘Never Asked for Public Life’: ‘Kristi Invited This Type of Coverage’

Residents of northeastern South Dakota are offering a protective front for Bryon Noem, the former First Gentleman of the state, after a British tabloid exposed his participation in explicit online fetish forums. The revelations come at a vulnerable moment for the Noem family, following Kristi Noem’s recent exit as U.S. Homeland Security Secretary.

On Tuesday, March 31, the Daily Mail published a series of photographs showing Noem, a local insurance agent, posing in pink hot pants and large prosthetic breasts. In the wake of the report, a spokesperson for Kristi Noem told the New York Post that the former governor is “devastated” and “blindsided” by the disclosures.

Despite the salacious nature of the headlines, the sentiment in Watertown and Castlewood remains largely sympathetic. Neighbors and long-time associates describe Noem as a “kind and decent man” who has struggled to navigate the intense national spotlight cast by his wife’s political career.

“He never asked for the public life in the first place,” said former Democratic state Sen. Nancy Turbak, an insurance client of Noem’s. Turbak noted that while Noem remained in South Dakota to run his business and maintain a “normal family life,” his wife’s profile “skyrocketed” in Washington.

Local support has even manifested as skepticism regarding the evidence. Some residents, including childhood friends, suggested the images might be products of artificial intelligence. However, Noem did not deny the authenticity of the photos to the Daily Mail, though he did refute claims that he discussed his wife’s alleged private life with online models.

The scandal adds another layer of complexity to the Noems’ public standing. Kristi Noem served as Governor of South Dakota from 2019 until 2025, when she joined the Trump administration. Her tenure as Homeland Security Secretary ended last month when she was replaced by Oklahoma Sen. Markwayne Mullin.

The couple has also faced persistent, though vehemently denied, rumors regarding an affair between Kristi Noem and veteran Trump advisor Corey Lewandowski. While both have dismissed the allegations as “tabloid garbage,” the former secretary declined to deny the affair under oath during a congressional hearing in March.

President Donald Trump addressed the situation briefly, stating he felt “badly for the family” but maintained he had no prior knowledge of the matter.

Bryon Noem, a high school sweetheart of the former governor, has maintained a low profile since the story broke. When reached for comment by The New York Times, Noem indicated he was not yet ready to speak publicly. “I will at some point. Today is not the day,” he stated.

Local observers, such as real estate appraiser Brad Johnson, suggest the situation reflects the “high price of power and fame.” For now, Noem continues to operate his Watertown insurance storefront, which still promises “old-fashioned service” to the neighbors currently standing by him.