AE Ws Storytelling Reboot Tony Khan Acknowledgesand Outlinesa New Direction

Published in Travel and Leisure on Wednesday, August 20th 2025 at 7:24 GMT by Sports Illustrated
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For months, whispers and outright criticisms have swirled around All Elite Wrestling (AEW) regarding its storytelling. While the promotion boasts incredible in-ring talent, many fans felt the narratives surrounding those talents were muddled, inconsistent, or simply lacking compelling direction. Now, AEW owner Tony Khan has directly addressed these concerns in a lengthy interview with SI’s Justin Zaslow, outlining a deliberate shift in approach and acknowledging past shortcomings. This isn't just damage control; it represents a conscious effort to reshape the very foundation of how AEW presents its stories.

The core issue, as Khan admits, stems from an overabundance of voices and a lack of centralized creative oversight early on. Initially, AEW’s storytelling was intended to be more organic and driven by talent input, reflecting a desire to differentiate itself from WWE's perceived top-down control. However, this decentralized approach led to conflicting narratives, character inconsistencies, and a general feeling that storylines were meandering without clear purpose. The sheer volume of performers also made it difficult to give everyone the spotlight they deserved while maintaining narrative coherence.

Khan acknowledges that he bears responsibility for allowing this situation to persist. He admits to being hesitant to impose stricter creative control, fearing accusations of stifling creativity. However, he now recognizes that a degree of centralized guidance is essential for crafting compelling and consistent narratives. "I understand why people felt the way they did," Khan stated plainly. “We needed more structure.”

The solution, according to Khan, involves several key changes. Firstly, a significant restructuring of AEW’s creative team has taken place. While he remains involved, he's delegated more authority to a core group of writers led by veteran Vince Russo (a controversial choice for some fans, given his past work). This smaller, dedicated team is now responsible for developing and overseeing all major storylines across Dynamite, Rampage, and Collision. Khan emphasizes that this isn’t about dictating every detail but rather ensuring consistency in character development, plot progression, and overall narrative direction.

Secondly, a renewed focus on long-term storytelling is being implemented. The days of short, episodic feuds are largely over. AEW will now prioritize building characters and storylines with depth and longevity, allowing them to evolve organically over time. This means fewer surprise debuts designed solely for immediate impact and more emphasis on nurturing existing talent and exploring their potential. Khan specifically mentioned a desire to move away from the “hotshotting” of matches and angles – introducing elements abruptly without proper setup – which has been a frequent criticism leveled against AEW’s booking.

Thirdly, character development is receiving increased attention. Many fans have expressed frustration with characters feeling underdeveloped or inconsistent in their portrayals. Khan acknowledges this and promises a more concerted effort to flesh out the motivations, personalities, and backstories of AEW's roster. This includes revisiting established characters to clarify their goals and refine their arcs. The interview highlighted examples of ongoing character work for figures like MJF, who has seen his persona evolve significantly over time, as a model for future development.

The shift also involves a more strategic approach to booking matches. While in-ring action remains paramount, the focus is now on using matches to advance storylines and further develop characters rather than simply showcasing athleticism. This means considering not just who is wrestling but why, and how that match contributes to the larger narrative tapestry.

Khan also addressed concerns about the perception of AEW’s booking decisions, particularly regarding certain talent's usage and championship reigns. He reiterated his commitment to giving opportunities to a wide range of performers and emphasized that creative choices are often complex, involving multiple factors beyond simple popularity or fan preference. While he didn't delve into specifics, the implication was that future booking will be more transparent in its rationale and aligned with the overarching narrative goals.

Finally, Khan stressed the importance of listening to feedback from AEW’s passionate fanbase. He acknowledged that criticism, while sometimes harsh, is valuable for identifying areas for improvement. While he won't always agree with every opinion, he intends to use fan sentiment as a guide in shaping future creative decisions.

The interview concluded with a sense of optimism and renewed purpose. Tony Khan understands the gravity of the situation and appears genuinely committed to addressing the criticisms leveled against AEW’s storytelling. The changes outlined represent a significant course correction, one that aims to restore faith in AEW's ability to deliver compelling narratives alongside its world-class wrestling. Whether these adjustments will be enough to satisfy all fans remains to be seen, but the acknowledgement of past issues and the clear articulation of a new direction offer a glimmer of hope for a more consistently engaging future for All Elite Wrestling. The coming months will be crucial in determining whether this reboot can truly revitalize AEW’s storytelling and solidify its position as a leading force in professional wrestling.

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AE Ws Storytelling Reboot Tony Khan Acknowledgesand Outlinesa New Direction

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