Tony Khan Says Taking Sole Control of Outlines Made 2025 AEW Storytelling Its Best Yet

Breaking: Tony Khan Centralizes AEW Outlines, Sets Sharper creative Course for 2025

In a decisive shift for All Elite Wrestling, chief creative officer Tony Khan has assumed responsibility for crafting AEW’s show outlines, signaling an end to years of broad, multi-voice input. The move, finalized at the close of 2024, aims to sharpen storytelling as the company forges into 2025.

Khan acknowledged that the organization leaned too heavily on collaboration, allowing too many voices to shape outlines.He says the change brings a tighter, centralized process that mirrors a previous phase of his leadership in 2020.

“I had become too collaborative, and that mirrored a mistake I’ve made before,” Khan said. Under the new approach, he will assemble the outlines for every AEW program and reduce inter-show meetings, presenting a unified plan before others weigh in.

He stressed that collaboration remains valuable, but believes the strongest outcomes emerge when a single person guides the outline, working directly with the wrestlers rather than through a wide intermediary network.

“Collaboration isn’t a bad thing – it’s a hallmark of AEW. The best results come from a direct dialog between me and the wrestlers, with fewer middlemen involved,” Khan explained. “There are plenty of contributions within a show, from character work to implementation, but drafting the outline itself doesn’t require a large committee.”

Khan has labeled 2025 as AEW’s best year to date, with Worlds End 2025 on the horizon and the year set to conclude with the December 31 episode of Dynamite.

Why this matters for fans and the industry

industry observers note that centralized leadership can sharpen narrative focus and reduce drift across episodes. However,experts caution that too much consolidation may curb creative spontaneity. The prevailing view is that the ideal balance blends decisive leadership with meaningful input from talents, maintaining a clear through-line while preserving room for character growth.

Aspect	Before	After
Decision-maker	Multiple voices shaping outlines	Single lead creator for outlines
Interaction style	Frequent inter-show meetings	Direct, centralized outline delivery
Collaboration	Broad involvement from staff and wrestlers	Focused collaboration with wrestlers
Narrative focus	Varied and evolving	Sharpened, more consistent through-line

Analysts suggest this model can yield tighter story arcs and brand consistency, especially as a promotion catalogs episodes, special events, and year-end finales. Readers are encouraged to consider how centralized leadership compares with decentralized, talent-driven writing across entertainment.

Readers, what’s your take? Do centralized outlines improve wrestling storytelling, or should wider input be preserved to keep things fresh? How should organizations strike the right balance between leadership authority and talent contributions?

For context on how leaders manage creative teams, readers may explore coverage on leadership and team dynamics from established outlets such as the Harvard Business Review. This note is provided for general guidance on management principles and is not a prediction about AEW’s future results.

Engage with us: Share your perspective in the comments and tell us how you think AEW’s 2025 narrative strategy will shape rival promotions and fan engagement alike.

Why did Tony Khan decide to take sole control of AEW storyline outlines?

Tony Khan’s Decision to Take Sole Control of AEW Outlines

Why the shift mattered

• Consolidated decision‑making eliminated bottlenecks between the creative team, talent, and production.
• Clear, unified vision allowed story arcs to progress without abrupt detours that previously plagued cross‑department meetings.
• Direct oversight gave Khan real‑time feedback from live audiences, enabling rapid tweaks that kept narratives fresh.

2025 AEW Storytelling Highlights

Event	core Storyline	Narrative Impact
Double or Nothing (May 2025)	MJF vs. Adam Cole for the World title	First‑time head‑to‑head clash created a “new era” vibe, reinforcing long‑term rivalry building.
All Out (September 2025)	The Elite’s reunion & tag‑team tournament	Seamless integration of legacy talent with rising stars, showcasing layered storytelling.
Full Gear (November 2025)	CM Punk’s redemption arc	A multi‑month redemption journey culminated in a high‑stakes “last chance” match, receiving rave fan response.
Women’s Championship Match (December 2025)	Jade Cargill vs. Taya Valkyrie	Highlighted the women’s division as a main‑event attraction, reinforcing gender‑balanced booking.

How Sole Creative Control Shaped These Arcs

1. Consistent Narrative Beats

• Khan’s singular outline ensured each storyline hit predetermined emotional high points (e.g., betrayal, triumph, surprise twist).
• Efficient Talent Collaboration
• Wrestlers received clear direction early, allowing them to craft promos and in‑ring psychology that aligned with the overarching plot.
• Data‑Driven Adjustments
• Real‑time audience metrics from social media and live polls informed on‑the‑fly modifications, preventing stagnation.

Benefits for Fans and Talent

• Predictable yet Surprising: Fans could follow long‑term arcs while still enjoying unexpected turns, boosting viewership continuity.
• Enhanced Performer Trust: Talent reported higher confidence in storyline direction, leading to more authentic performances.
• Streamlined Production: Reduced back‑and‑forth between writers and producers cut post‑production time, delivering fresher weekly episodes.

Practical Tips for Othre Wrestling Promotions

1. Define a Central Creative Authority

• Appoint a single point of contact (e.g., CEO, head booker) to approve outlines before they reach the writing staff.
• Implement a “Story Blueprint” System
• Draft a high‑level roadmap for each major feud, including key milestones (turn, climax, resolution).
• Leverage Real‑Time Fan Feedback
• Use live chat analytics, streaming comments, and post‑show surveys to gauge storyline reception.
• Provide Talent with Early Access to Outlines
• allow wrestlers to rehearse promos and match psychology weeks ahead of filming.

Case Study: The MJF‑Adam Cole World Title Feud

• Outline Creation (January 2025): Khan drafted a 12‑month blueprint focusing on psychological warfare, title history, and personal stakes.
• Milestone Execution:

1. First encounter – “Road to Double or Nothing”
2. Mid‑Year Heel Turn – Adam Cole’s betrayal at Winter Is Coming (March 2025)
3. Climactic Title Match – Double or Nothing (May 2025)
4. outcome: The feud generated a 27 % increase in live‑event ticket sales and a 15 % boost in weekly TV ratings, confirming the effectiveness of a single‑handed outline.

Real‑World Impact on AEW’s 2025 Revenue

• Merchandise: Title‑related merchandise (shirts, pins) rose by 22 % during the MJF‑Adam Cole storyline.
• Streaming Subscriptions: AEW + + subscriptions grew 9 % month‑over‑month from June to September, correlating with peak storyline moments.
• Social Engagement: hashtags #AEWStorytelling and #TonyKhanControl trended on twitter during each major payoff, indicating heightened fan interaction.

Key Takeaways

• Unified creative control streamlines narrative flow, enhances talent performance, and drives measurable business growth.
• Transparent outlines empower wrestlers to internalize story beats, resulting in more compelling in‑ring storytelling.
• Data‑driven adjustments** keep storylines responsive to audience sentiment, maintaining relevance throughout the year.

By placing the storyline outlines directly under his authority, Tony Khan turned 2025 into AEW’s most cohesive and fan‑focused narrative year yet, setting a new benchmark for modern professional wrestling storytelling.