AEW President Tony Khan has addressed a noticeable shift in how he speaks about WWE, revealing a change in philosophy that reflects where the company now stands in the wrestling landscape.
Speaking on Coach & Bro Show with Jonathan Coachman and Vince Russo, Khan explained that his approach to media and competition has evolved — though not without a reason rooted in AEW’s early identity.
Tony Khan explains the shift away from taking shots at WWE
Khan admitted that AEW’s early years carried what he described as a “rebel spirit,” which influenced how he publicly engaged with WWE.
However, with AEW now firmly established, he believes a different strategy is more effective.
“I changed my approach. At the beginning of AEW, there really was a collective rebel spirit,” Khan said. “Now, I think AEW is very established… I’ve refined my own media strategy… trying to take the high road.”
That shift signals a move away from the verbal back-and-forth that once defined parts of AEW’s public messaging. Instead of throwing verbal chair shots, Khan appears more focused on keeping the spotlight on his own product. This emerges as a case of choosing storytelling over score-settling.
He also emphasized that success doesn’t follow a single formula. “There are different ways to get to success… I’ve got my ideas and my way,” Khan explained, noting that he remains open to learning from others without necessarily adopting every approach.
Beyond competition, Khan addressed questions about roster usage and TV time. He pointed out that AEW operates within limited weekly hours, making talent rotation inevitable. “There’s a limited amount of hours… I try to make a plan… but there are constantly injuries,” he said, highlighting the fluid nature of booking.
Khan added that recent viewership growth across TNT, TBS, and HBO Max supports AEW’s current direction, suggesting the company is in a stable position.
As AEW continues to grow, Khan’s comments indicate a clear pivot — less noise, more focus. In wrestling terms, it’s not about cutting promos on the competition anymore, but about letting the product do the talking.
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