Hello and good day to you. Today, we are talking about the state of WWE NXT and other brands. First of all, I would like to say that NXT has been a major success. We should praise it for developing and adapting literally hundreds of wrestlers to working their dreams as sports-entertainers.
Before NXT was born, although the shows weren’t as well-produced or popular with fans, WWE did their best with territories like Ohio Valley Wrestling (OVW) and Florida Championship Wrestling (FCW). Yet, before the turn of the millennium, WWE had very little ways to develop talent away from their main product; other than hiring out to independent promotions. WWE had not committed the resources to sustaining anything like NXT til 2010, after it became clear the revived ECW brand wasn’t working out. What began as a strange mix of wrestling, game shows, and reality television, grew in to the brand we have seen since it became a standalone promotion in 2012.
Developing Succeeds
What has NXT done the past 9 years? Well, all you have to do is look at the Raw & SmackDown rosters. Try it right now, go to Wikipedia or WWE.com and look at all those names. Who at some point started with OVW, FCW, NXT or 205 Live? And who didn’t? If that’s not something you want to do, I already put in the groundwork below.
Without counting up literally every name, I would say WWE has roughly 90 superstars who have been on the main roster at some point (including current NXT & NXT UK workers). From those 90, there are roughly 18 who didn’t go through developmental territories (from OVW onward) and appear on their shows before debuting on the main roster. This includes:
- AJ Styles, Big Show, Bobby Lashley, Jeff Hardy, MVP, R-Truth (appeared in MCW), Rey & Dominik Mysterio, Noam Dar, Kane, Edge & Christian, Ronda Rousey and Goldberg.
- Braun Strowman, Dabba-Kato, Dio Maddin (Mace) and Omos worked non-televised NXT Live Events, but aside from Dio providing commentary, they did not appear on NXT TV in any capacity.
It’s safe to say that WWE’s developmental territories, especially OVW with John Cena, Randy Orton and Brock Lesnar, along with FCW’s school (The Shield, The Wyatts, Big E, Four Horsewomen etc) who founded NXT, have done exceptionally well. Triple H, Dusty Rhodes, William Regal and others built a brand which to this day is helping to mold the next generation of superstar. But when does that success become a hindrance?
The Generational Mountain
As seen in this year’s Royal Rumble matches, only eight competitors out of 60 are aged under 30 years old. This includes: Shotzi Blackheart (28), Toni Storm (25), Peyton Royce (28), Liv Morgan (26), Rhea Ripley (24), Alexa Bliss (29), Otis (29) and Dominik Mysterio (23).
Only three are part of the NXT brand, including two former champions in Toni Storm and Rhea Ripley. From the main roster, Alexa Bliss is the only twenty-something to have found any major success. What does that tell us? It means that the average age for success begins in a superstars 30s and 40s. This may continue in to their 50s provided they are still popular and can work the basics.
Superstars are spending much of their early careers working the indies. After that, they often get a few years (or few months) in development before getting called up. On the main shows it can take a decade or more to peak, as superstars wait patiently for the previous generation to move aside so they can claim their spots.
It has become a generational pecking order, where the young are climbing impossible mountains (AKA glass ceiling) with limited tools because their elders already set up camp. It’s only when the old guard move on or is kicked off the mountain, that management turn to the cliff face and throw some rope to a young hopeful. Rarely does anyone barge their way up and steal someone’s spot, especially in the modern era of WWE. Daniel Bryan needed millions of fans to convince Vince McMahon he was ready to take Batista’s entitlement at WrestleMania XXX.
As seen with Drew McIntyre, he could have been a major player years ago, but nothing can happen til the company decides when and how. Many WWE talents could be mega stars, but it’s a matter of luck, timing, and being easily promotable. It’s not so much about work rate or athleticism than it is appeal and mindset. Having all the talent in the world means nothing if the company isn’t backing it up. Also, there’s the fact a superstar has to be over to some degree, or we end up with random situations like Jinder Mahal as WWE Champion.
One Step Forward, Two Steps Back
Next up are superstars who started in development, moved up to the main roster, and later found themselves back in development again. This includes: Finn Balor (39), Killian Dain (35), Fandango (39), Tyler Breeze (33), Ember Moon (32), Mercedes Martinez (40), Austin Theory (23) and Drake Maverick (38)
Other brief call up’s include Rhea Ripley defending the NXT Women’s Championship against Charlotte Flair. Johnny Gargano (33) & Tommaso Ciampa’s (35) brief stints on Raw & SmackDown in 2019. Also, Adam Cole, Pete Dunne, and Tyler Bate have made appearances.
Originally, NXT was about the “next generation”. It’s in the name! NXT has always been about building the next era of superstars so they can one day “take over” from their predecessors. However, because it has done such a mixed job, the system is working great for some and horribly for others. NXT caters to a more mature audience, so what gets a superstar over may either be unsuitable for the family audience on Raw or SmackDown, or Vince fails to “get it”, and strips the talent of everything which made them appealing.
Finn Balor is a special presence on NXT, but on Raw he was nothing but a regular guy with a Demon gimmick failing to do anything creative. Overtime, NXT has become the place many want to return too. Look at Aleister Black, for example. He’s another who asked to move back and had his request denied. WWE doesn’t know how, or simply doesn’t want to use him in any capacity. In saying that, NXT shouldn’t be a home for rejected Raw & SmackDown talent. So in a way… I’m glad he isn’t going back, but the fact they aren’t using him at all is an enormous waste.
Focus
While there’s apparently no “war” between AEW Dynamite and NXT, WWE responded by taking steps to make NXT a more appealing product. It began when they extended the show to two hours, which took away much of the urgency we used to see when it was only 1 hour or 90 minutes. With more TV time came more opportunities to get over, but it also gave more guaranteed airtime. While they still do an excellent job week in, week out, the regularly used talents aren’t as eager to make an impression because they know time isn’t so limited.
And then there were crossovers in 2019, mostly during the three brand battle leading in to Survivor Series. The highest rated show of the year came when superstars like Becky Lynch and many others invaded; after NXT invaded Raw and SmackDown in the weeks prior. It marked the first time NXT beat Dynamite in the ratings. Yet sadly, it wasn’t because of what NXT is known for, but because of main roster names from its past giving them a helping hand. Knowing how much it helped, management didn’t feel so bad having Finn Balor return indefinitely, and also agreed to allow Charlotte Flair to work in NXT for several months.
By doing this, it absolutely went against the original philosophy. And along the way, the brand stopped using taglines like “WE ARE… NXT!”. It’s like they no longer feel proud of being an underground, alternative product to Raw or SmackDown, instead trying to be something more equal. However, it has become a strange hybrid of a full-fledged show and development territory, suffering with an identity crisis. It’s safe to say that NXT has lost its focus.
What Is NXT?
Now we have analyzed what it was and is, what can NXT become? Well, it’s difficult to say. With integrating 205 Live, it’s sweet that NXT has more of a range of talent to pick from. However, aside from promoting the odd superstar (Damian Priest, Rhea Ripley) here and there, what is NXT doing except taking ratings away from Dynamite? And no, before you get any ideas, I’m not saying this because I’m a mark for AEW. I was a fan of NXT first and want it to succeed just as much, so am I not allowed to question it?
While WWE relies heavily on 35 to 55-year-olds, what is the point of using younger talent other than to keep them hired? Daniel Bryan recently said:
“I definitely don’t think NXT is considered a developmental territory anymore. Which leaves a question: Do we have a developmental territory? Because we need one to develop talent if NXT is not our development, which it isn’t. Those guys are awesome. And I do consider NXT a third brand for our company.”
So if the brand is no longer considered developmental, why is it still called NXT? And why does WWE have so little faith in calling up guys like Gargano, Ciampa, or the Undisputed Era? Is it because they already have too many to work with? Or do they think these guys wouldn’t be a good fit?
Have you noticed that back in April, when WWE released many to cut costs, that they lost very little because of a giant pool of talent waiting in reserve? Think about what would have happened if there wasn’t a pandemic and they didn’t release all the names shared in the link below:
Updated List of WWE Talent Releases
Would we have seen call up’s like Matt Riddle, Dijakovic, Shane Thorne, Mia Yim, Dio Maddin, The Forgotten Sons, Chelsea Green or Austin Theory? I highly doubt it. After a year or two? Perhaps. But WWE desperately needed some house cleaning anyway, and the pandemic gave it an excuse to do away with what they considered expendable personnel. All to save costs in a year where it made considerable profit.
It’s no secret that WWE had been holding on to as many wrestlers as possible. By doing so, it could afford to pay them to work sporadically or sit at home so they don’t go elsewhere. The way WWE hoarded talent from 2016 to 2020 was extraordinary. Many of the signings were working as enhancement talents or training in the Performance Center in “classes”, with the slight hope of something more. Once they are under contract, it can take a while to get out and land somewhere else.
Unsustainable
The black and gold brand has become a closed system which is borderline isolated. WWE refuses to let others go down to NXT like Finn Balor or Charlotte Flair did. They also can’t afford to take on many new signings because NXT already has plenty of workers. Those who are in NXT have it rough because the main roster has many established names who already worked in development, so it wouldn’t make sense to give up on them for no reason.
205 Live is pretty much dead in the water. It’s nothing but a second NXT show (like Main Event) for lesser known guys. During the pandemic, NXT UK is limping on its own because it desperately needs an audience to be watchable (UK crowds are the best, no argument). With that said, they have teased an Imperium reunion, which might help NXT somewhat to have Walter back in the frame.
NXT is unsustainable unless it changes its identity. If it doesn’t, it risks stagnation because the whole point is to have a revolving door of talent. Its success has always come from encouraging the cream of the crop to move on to new horizons. With Finn Balor, a 39-year-old champion who doesn’t look like he’s going anywhere, how can the next generation climb the smaller mountain to even think about the bigger one? The answer is most won’t be able to. They are stuck and there is no changing that in the foreseeable future. On a positive note, Finn Balor serves as “The Prince” to be usurped. He could make a star of Kyle O’Reilly and Pete Dunne by the time they are through.
Royal Rumble Winners
After watching NXT and NXT UK last night, I have some observations. First, a ton of praise to Edge for reminding us how much passion NXT has, along with pointing out how it helped him to get his career back on track. Still, we all know he’s not challenging for the NXT title. Even if he did, it would likely be against Finn Balor, which would be a combined age of 86. Really, if he were to challenge for the title, it should be against someone like Kyle O’Reilly or Pete Dunne so he can put them over (even in defeat). Talking to Dunne like he’s a rookie just made Edge sound even older.
Also, I found the challenge from Karrion Kross to be majorly jumping the gun. He’s assuming if Edge challenges for the NXT title he would automatically win? So he has no faith in Balor or Dunne retaining? Speaking of something unrelated, Karrion Kross is a face now? And what’s going on with Santos Escobar? Why does he care so much if he mentioned his name? Anyway, Edge showing up reminds us that NXT is meant to be “equal”, but we all know it isn’t. It’s just a platform for someone like Charlotte Flair when she’s bored with winning Raw & SmackDown titles over and over.
NXT UK
If NXT is equal, then what is NXT UK? Why is no one challenging the longest reigning champion in WWE? Walter has held the NXT UK Championship for a staggering 670+ days. Yes, there is a pandemic and the logistics of setting it up isn’t easy, although WWE has already teased a return to America. But if you want to show the whole brand is on a par, then they have to include the UK title. There should be four options. Edge said his Rumble win meant he could challenge for “any” title in WWE. If so, he should point out Walter as an option.
My earlier comment about NXT UK still stands, but it is a solid wrestling program. It has some incredible talent, but is struggling and I find it difficult to focus while watching. And it’s not because the matches are dull or the talent aren’t entertaining. Since the beginning, half of the show is listening to the crowds singing, chanting and popping. I know you probably don’t watch darts (someone said to me recently they did not know it was an actual sport on TV), but for those who do, you know what I mean when I say it isn’t the same without a crowd. I sorely miss the energy from the fans, more so than any other wrestling program.
Summary
NXT is amazing. However, it has lost its identity and original purpose of developing the next generation. With WWE’s practice of relying on older stars, it could take many years til the present day stars (most of whom went through development successfully) feel like moving on and relinquishing their spots.
Meanwhile, the next generation is frustrated and stuck in NXT, with no way of making it up the mountain because they aren’t getting the tools to do so. And the reason is that there isn’t enough space for them to progress. As talented as they are, WWE isn’t calling anyone up unless they are sure they can. However, by keeping dead weight around, it’s hurting those with untapped potential. They could release more to make room, but this could benefit other companies by giving talent away to them.
NXT has both succeeded and failed in developing talent, evidenced by a champion who should probably be challenging for the WWE & Universal titles. And even if some are called up, the way NXT presents their stars is different to the main roster. Talents often lose their edge because of limitations placed on them. Adaptive talents are more likely to stick around so long as they can persist, but the luck factor plays a role too.
Because of this, NXT is a third brand which isn’t developmental, while also being seen as developmental. WWE needs to cater to NXT’s older wrestlers so they don’t move on, but they also want new names to get over.. These conundrums make up a system which has degraded under its own success and failings. It’s not about fresh faces like it once was. And it’s not about being the underground alternative. Probably because it knows other promotions are the alternatives, so pretending like they are would be illogical. By losing its key selling points, NXT is nothing but a minor brand with the potential of developing new stars; albeit at far a lower rate compared to a few years ago.
Conclusion
I have shared here many points, and part of me feels like you may believe I’m being overly critical. This is far from the truth, I’m merely providing observation. As evidenced by its content, the black & gold brand is one of the most entertaining in the business. The wrestling, the storytelling, the selling, and the transitions from one thing to another is a sight to behold. But I believe it has lost its focus. Its dwindling ratings is a possible indication of this.
We’ve already seen the best that many of NXT’s veterans have to offer. The beauty of the brand was about seeing improvement overtime. We’ve still yet to see the best of Pete Dunne, Kyle O’Reilly or Karrion Kross. Ciampa, Gargano, Balor, Kushida, and many others peaked years ago. By now, they should be plugging many of these superstars to a broader audience. So many guys and girls are waiting in the wings for Raw & SmackDown stars to get injured or released. I don’t like the feeling that NXT has become a glorified substitute bench. It further clamps down that it’s second rate, instead of being something that fans are telling those who don’t watch, that they totally should be.
For clarity, I have actual criticism for recent episodes of AEW Dynamite, but I don’t have any for NXT. It’s more of a worry that the black & gold brand has lost its spark. Professional Wrestling is in a tough spot in 2021. Almost a year of having no (full) crowds is bound to do that. Let’s hope we can get back to normal sooner rather than later. And that’s all for today. I’d like to know what you think about the state of the NXT brands in the comments below. Thanks for reading! See you again soon.
