Jonathan Coachman Criticizes WWE Revenue-Driven Changes

Former WWE talent Jonathan Coachman recently shared his unfiltered thoughts on the company’s shift toward revenue-driven scheduling and its impact on the product. Responding to fans on Twitter, Coachman addressed the evolution of WrestleMania from a single-night destination to a two-night event, a move he attributes primarily to financial motives rather than creative necessity.

When questioned about why past eras didn’t face the same scrutiny regarding main event slots, Coachman noted that the structure of the show has fundamentally changed. He explained that during his time with the company, the scarcity of main event spots made the event feel more like a singular “destination” that sold out regardless of the specific lineup.

“I was actually busy being IN the WWE at the same time that they were doing that. And I promise you during those days it didn’t matter who was in the main event. We had one night and it sold out IMMEDIATELY because it was a destination. We had 2 spots in the main event. Not 4. Not 2 nights. They only started this to double the revenue and by doing so they started all of this.”

Coachman also voiced his desire for more variety in the championship scenes following Rhea Ripley’s victory at Elimination Chamber. While acknowledging her talent, he suggested that the constant reliance on the same group of top stars can hinder the growth of new talent within the women’s division.

“Hard to criticize having Rhea win until you hear Cole say ‘title match in her 5th straight Mania’. Come on guys. New blood please.”

Fans countered his point by noting the practical business side of booking, citing the need to sell tickets and generate believable matchups, especially with stars like Bianca Belair currently unavailable. The discussion highlighted the ongoing tension between WWE’s status as a successful brand under TKO and the fan desire for fresh faces in the main event spotlight.

WWE is currently navigating a period of significant growth, with brand sponsorships and ticket revenue reaching record highs. As the company prepares for WrestleMania 42 at Allegiant Stadium in Las Vegas, the debate continues over whether the two-night format preserves the “destination” feel Coachman described or if it dilutes the prestige of the main event.