Tony Khan is opening up about a noticeable shift in All Elite Wrestling—and why the company no longer takes direct shots at WWE like it did in its early years.
The update came during The Coach and Bro Show, when Vince Russo pushed Khan to bring back that old edge and go after WWE again, arguing that the company is currently in a vulnerable position.
Instead of taking that advice, Khan made it clear his mindset—and AEW’s strategy—has changed over time. He started by explaining that AEW’s early identity was built on a rebellious tone, but that phase has now passed as the company has become more established.
“So I changed my approach, Vince. In the beginning of AEW, there really was a very collective rebel spirit. Now I think AEW is very established, and people know AEW has a really quality product.”
Khan then shifted to how that evolution has impacted the way he approaches growth, making it clear he’s no longer interested in using the same tactics from AEW’s early years: “I do want to grow my fanbase, but the way I do it now will be different from how I would have done it six or seven years ago.”
Tony Khan also acknowledged Russo’s perspective—but pushed back by explaining that success doesn’t come from copying one formula, even if it worked in the past for others.
“But I do feel that it’s possible that Vince Russo and Vince McMahon and DX could succeed by zigging at one point, whereas I might succeed by zagging at another point. There are different ways to get to success, and I’ve got my ideas and my ways, and I can learn from different people.”
Khan continued by making it clear he’s still open to outside ideas—but only to a point, as he’s now focused on refining his own approach rather than reacting to others. That “high road” approach is something Khan leaned into heavily, suggesting it’s been intentional—and effective.
“I might not incorporate every aspect of it, but I do want to listen to the ideas. I don’t disagree with what you’re saying, but I also think AEW fans would agree I’ve refined my own media strategy, and I think people have seen me trying to take the high road. Some of it is the fact that I believe in taking the high road when possible. I feel like by taking the high road, that’s rubbed people the right way.”
He closed by framing the shift in more personal terms, making it very clear that his recent approach isn’t about avoiding conflict—but about what’s worked best for him.
“Different people can say different things. I don’t know what it is about me, but for me, you know, this is good—and I’m not saying I’m trying to kill everyone with kindness—but being nice to people has gotten me a long way, and I’ve been doing it more lately.”
This makes it clear—AEW’s tone isn’t changing by accident. According to Tony Khan, the company has moved past its “rebel” phase and is now focused on growth without directly targeting WWE.
Do you think AEW is better off taking the high road, or should they bring back the edge and start taking shots at WWE again? Share your thoughts and feedback below.
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