All Elite Wrestling (AEW) was supposed to be the revolution. A new creative haven for performers. A fan-first, sports-centric wrestling product. But by the end of 2023, the revolution felt fractured. Star departures. Internal conflict. Public controversies. For a company once defined by optimism and innovation, AEW found itself mired in dysfunction and, in many ways, its identity under siege.
Now, halfway through 2025, AEW is still standing—and more importantly, evolving. Quietly and deliberately, Tony Khan’s company is shifting from turbulence to transition, and from there, perhaps into a new phase of sustainable growth.
From Turmoil to Turning Point
When CM Punk was terminated in September 2023, it marked more than just the end of a marquee name—it revealed the fragility of AEW’s internal structure.
“Look, that whole situation was unfortunate,” Bryan Danielson told Wrestling Observer Radio (Dec. 2024). “There were times when it felt like a family in the beginning, and then it felt like a family with drama. I think Tony had to take a hard look in the mirror and make some leadership decisions.”
Tony Khan, in a March 2025 media scrum, acknowledged those difficult moments:
“There were points where it was clear we needed to reset—not just creatively, but culturally. We had to prioritize communication, structure, and trust in the locker room.”
That reset didn’t happen overnight. Fan discourse soured. Ratings slipped. And tribalism—once an engine of AEW’s rise—began working against it. As WWE surged with its own hot streak under Triple H’s creative regime, AEW faced an existential crisis: How could it reclaim its identity without becoming a reaction to its competitor?
Scaling Down to Build Back Up
The first step in AEW’s rehabilitation came from understanding the optics—and energy—of its live events. Overbooking large arenas that sat half full wasn’t just a morale killer; it affected television presentation, performer confidence, and perception.
“We want that intimate chaos again,” Tony Khan told The Athletic (Feb. 2025). “That raw, unpredictable energy that you only get when the building is packed. It was never about ego for us—it’s about giving the fans the best experience possible.”
Smaller venues have revitalized the feel of Collision and Rampage, while Dynamite has returned to more “AEW-core” cities like Chicago, Philadelphia, and Jacksonville. Packed houses have helped restore the once-signature AEW crowd energy that gave life to even midcard feuds.
As Will Ospreay put it in a Fightful interview (Jan. 2025):
“You could wrestle in front of 3,000 people in an AEW crowd and it feels like 30,000. The fans are the heartbeat. Smaller venues just make everything punch harder.”
Trimming the Roster, Not the Vision
AEW’s previous “No one gets fired” approach, while admirable, became unsustainable. By 2023, the roster was overflowing, and many talents went weeks—if not months—without TV time. In 2024, AEW began making targeted cuts and letting contracts lapse, allowing wrestlers to seek opportunities elsewhere.
“I’m not bitter—I’m grateful,” said former AEW wrestler Brian Pillman Jr. in a Talk Is Jericho appearance. “Sometimes you just need to play more minutes. If that’s not here, then let’s be honest about it. And I respect that they finally started doing that.”
What remains is a roster that feels more deliberate, more defined. Young talents like HOOK, Nick Wayne, Billie Starkz, and Komander are being positioned with long-term arcs, while veterans like Samoa Joe and Claudio Castagnoli are anchoring the locker room culture.
One of the strongest re-signings was MJF, whose original contract expired in early 2024. Unlike the very public “bidding war” storyline of the past, this renewal was handled quietly and professionally.
“AEW is home,” MJF told Busted Open Radio (Feb. 2025). “I’ve said it before—I don’t need to be in Stamford to be a megastar. This company gave me my shot. Now I want to build it back up… not for nostalgia, but for legacy.”
Women’s Division Finally Finds Rhythm
One of AEW’s most criticized areas—its women’s division—has turned a meaningful corner.
Toni Storm’s “Timeless” persona brought not just creativity, but leadership. Willow Nightingale, Julia Hart, and Skye Blue have all received organic crowd support, and veterans like Serena Deeb and Deonna Purrazzo have added depth.
“We stopped trying to emulate other women’s divisions,” Storm told ComicBook.com. “Instead, we leaned into what makes us different. Storytelling. Character work. And letting the audience invest long-term.”
TBS Champion Kris Statlander echoed that in a post-match scrum at Full Gear 2024:
“When we started getting actual segments—not just two-minute matches—the crowd responded. All we ever wanted was a fair shake. I feel like we’re getting it now.”
Behind the Curtain: A New Structure Emerges
AEW’s early years thrived on creative freedom, but as the company matured, cracks formed from the lack of structure. In 2024 and early 2025, the company quietly began professionalizing its infrastructure.
According to Fightful Select and PWInsider, AEW brought in several backstage veterans to help streamline talent relations, medical clearances, and storyline coordination. One of the more publicized changes came when Tony Khan handed over parts of Collision creative to Bryan Danielson and Jerry Lynn.
“Tony’s heart is in the right place,” said Chris Jericho on Talk is Jericho (Jan. 2025). “But one guy booking four shows, managing talent, talking to networks—it’s insane. Delegation isn’t weakness; it’s smart business.”
Tony Khan, in a media call before AEW Revolution 2025, acknowledged the shift:
“I’ve always believed in collaboration. Now, we’re formalizing it. There are more voices, more structure, and we’re listening—to our talent and our fans.”
Healing the Fan Divide
No transformation is complete without addressing the toxicity that had seeped into the fan base.
What once was passionate loyalty became tribal hostility. AEW and WWE fans—especially online—became engaged in culture wars. AEW was either the second coming of WCW or doomed from the start. Every misstep became magnified.
But something has changed in 2025. The noise has quieted. Fans are starting to focus on the product again.
“You’re seeing less arguing, more engagement,” said wrestling podcaster Denise Salcedo during a Wrestling Observer Live roundtable. “Fans are realizing we don’t have to choose. AEW isn’t trying to beat WWE—it’s trying to be AEW again.”
Ospreay, who turned down WWE to join AEW full-time, agrees:
“This isn’t about war. This is about work. I came here to work. And so far, I’ve had more creative freedom, better matches, and more joy than I’ve had anywhere else.”
A Light at the End of the Tunnel
AEW’s path forward is not paved in nostalgia, nor in vengeance. It’s built on course correction, recommitment, and authenticity.
As Tony Khan said during a Double or Nothing press call:
“We’ve made mistakes. That’s not a secret. But we’ve also made history. And we’re not done. I believe in this roster, this fanbase, and what AEW can represent—not just as an alternative, but as a home.”
AEW doesn’t need to win a war. It needs to win moments. Earn trust. Tell stories. That’s what they’re doing—quietly, steadily, authentically.
And for the first time in a long time, the light at the end of the tunnel doesn’t feel like a train. It feels like hope
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