This article examines the impact of demographic trends and the regional distribution of high school graduates on student recruitment at the University of Defence. Based on data on the number of high school graduates in individual regions and information on applicants and enrolled students in full-time military study programs for the years 2021–2025, the article analyzes the relationship between the population potential of regions and actual interest in studying. The results reveal significant regional differences. The analysis confirms the existence of a relationship between the number of high school graduates and the number of admitted students, but also highlights the importance of other factors related to the specific nature of military studies. These findings provide a basis for targeted planning of the University of Defence’s recruitment and marketing activities.