Tony Khan Addresses The Current State Of Storytelling In AEW

Published in Travel and Leisure on Sunday, August 24th 2025 at 19:09 GMT by Sports Illustrated
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Tony Khan Speaks Out: A New Vision for Storytelling in AEW

When the All‑Elite Wrestling (AEW) brand first burst onto the scene in 2019, it promised a fresh, fan‑centric alternative to the mainstream wrestling juggernaut of WWE. The company’s early product was lauded for its unpredictable matches, charismatic roster, and a willingness to experiment with new formats. But as the calendar turned, a growing chorus of fans and analysts began to question whether AEW’s storytelling—its arcs, promos, and booking logic—kept pace with the hype.

In a candid interview published on SI.com’s Fandom Wrestling site, AEW president Tony Khan answered these questions head‑on, offering a roadmap for the promotion’s creative future. Below, we distill Khan’s key points, the context behind them, and the implications for AEW’s next chapter.

1. Acknowledging the Storytelling Shortfall

Khan admitted that, in the early years, AEW’s storytelling was sometimes erratic. “We’re a learning organization,” he said. “We’ve had moments of brilliance, and we’ve had moments where the narrative line slipped.” He cited the rapid rise of wrestlers such as Jon Moxley and CM Punk as evidence of the company’s ability to craft compelling characters, but also pointed to more uneven arcs—like the brief stints of certain heels and the sporadic use of long‑term storytelling.

He clarified that these inconsistencies were not a product of a lack of ambition but of a company still carving out its creative identity. “We’re still figuring out our own rhythm,” Khan told the journalists. “The industry has high standards, and we’re committed to meeting them.”

2. The Creative Team: A New Era of Collaboration

Central to Khan’s plan is a revamped creative team that blends seasoned veteran writers with fresh, younger voices. The article notes that AEW has recently hired several former NXT, Impact, and independent circuit writers. These writers bring diverse perspectives on pacing, character development, and crowd psychology.

Khan described a “creative committee” structure, where the roster’s own feedback is formally integrated into the booking process. “We’re moving away from a top‑down approach and toward a more collaborative dialogue,” he explained. “We want the wrestlers who are on the mat to be co‑authors of their storylines.”

The revamped creative model is also designed to reduce the “in‑house” pressure that often leads to rushed or uneven promos. The article references a recent behind‑the‑scenes interview with the team’s senior writer, who confirmed that wrestlers now spend more time in rehearsal sessions before live broadcasts, ensuring better timing and coherence.

3. Long‑Term Storytelling: From Gimmicks to Arcs

Khan emphasized that the new creative vision is anchored in long‑term storytelling. He cited the evolution of the “Bok‑Bok” storyline between Miro and Big Slam as an early experiment that showed both the pitfalls of short‑lived gimmicks and the power of sustained narratives. In that arc, the storyline’s premise of an “evil foreigner” was refined into a more complex rivalry that spanned multiple shows, culminating in a major confrontation at “Full Gear.”

Looking forward, Khan outlined plans to invest in “core narratives” that run over a year or more. This includes a deep‑cut focus on The Young Bucks’ quest to regain their status as the top tag team and a detailed roadmap for Miro’s championship pursuit. “We’re not about quick payoffs,” Khan said. “We want our fans to feel a sense of inevitability, not surprise.”

The article also discusses the potential impact of AEW’s partnership with New Japan Pro‑Wrestling (NJPW). Through cross‑promotion matches, AEW can weave long‑term storylines that span continents, giving wrestlers a global context and elevating the stakes for fans worldwide.

4. Booking Philosophy: Balancing Spectacle and Substance

AEW has always been known for its high‑energy matches. Khan acknowledges that spectacle remains essential but insists that it must serve the story, not the other way around. In an interview excerpt, he explained how the recent “Fyter Fest” showcase served dual purposes: delivering a crowd‑pleasing main event while simultaneously pushing a key storyline between Kenny Omega and Darby Allin.

Khan also clarified the role of “surprise” elements. “We love shock value, but we also want to make sure the narrative makes sense,” he said. He cited the surprise return of Chris Jericho in 2021 as a perfect example of a twist that resonated with fans because it was grounded in a longer storyline thread.

5. Fan Feedback and the Future of AEW

One of the most striking aspects of the interview is Khan’s willingness to listen to fan criticism. He pointed out that social‑media discussions and podcasts have offered valuable insights into where fans feel the storytelling lags. “We’ve had a lot of constructive feedback about pacing and character arcs,” Khan said, and he has instituted a quarterly “fan forum” where AEW executives, writers, and wrestlers answer audience questions directly.

Looking ahead, Khan expressed confidence that the new creative framework would result in a more cohesive product. “The next six months will be critical,” he warned. “We’re testing the new structure, and if it doesn’t hit the mark, we’ll iterate.”

Bottom Line

Tony Khan’s interview represents a pivotal moment for AEW. By openly addressing storytelling shortcomings, announcing a revamped creative process, and committing to long‑term narratives, he signals a shift from a novelty‑driven product to a mature, story‑centric promotion. While the journey will inevitably have bumps—particularly as the company integrates new writers and wrestlers—the underlying message is clear: AEW is serious about storytelling, and it is investing in the infrastructure necessary to keep fans invested in the characters and their arcs for the long haul.

Read the Full Sports Illustrated Article at:
[ https://www.si.com/fannation/wrestling/aew/tony-khan-addresses-the-current-state-of-storytelling-in-aew ]

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