The Evolution of Wrestling Managers: A Dying Art or Untapped Potential?
There’s something oddly nostalgic about the role of a wrestling manager. For decades, they’ve been the schemers, the mouthpieces, the masterminds behind the scenes—or rather, right beside the ring. But in today’s wrestling landscape, their presence feels almost like a relic of a bygone era. Personally, I think this shift is both fascinating and a bit tragic. It’s not just about the role itself; it’s about what it represents—the evolution of storytelling, the changing expectations of fans, and the broader cultural shifts within the industry.
Take Maria Kanellis-Bennett, for example. Her journey from WWE Diva Search contestant to manager and beyond is a microcosm of this transformation. In a recent interview with Wrestling Life Online, she reflected on the diminishing role of managers, and her insights are worth unpacking. What makes this particularly fascinating is her perspective as someone who’s lived through the industry’s transition from the early 2000s to today.
The Damsel in Distress: A Character of Its Time
Kanellis started her career in 2004 as a valet, a role that, by her own admission, was more about aesthetics than substance. ‘I walked out there, I had a pair of legs, I could move my legs down there and then I smiled pretty and then I moved my legs on back,’ she recalled. It’s a blunt assessment, but it’s also a reminder of how limited women’s roles were in wrestling at the time. The ‘damsel in distress’ archetype worked because it fit the era’s expectations—both within the industry and society at large.
But here’s where it gets interesting: Kanellis doesn’t dismiss this role entirely. She believes it could still work today—if done right. And that’s the crux of the issue. The wrestling world has evolved. Fans now demand complexity, authenticity, and empowerment, especially from female characters. The old tropes feel outdated, but the challenge lies in reinventing them without losing their essence.
The Rise of the Empowered Manager
Kanellis also touches on the ‘strong, Chyna-type manager’ and the Jim Cornette-esque character, both of which she sees as viable in 2026. Paul Heyman’s success with Roman Reigns is a testament to this. But what many people don’t realize is how rare such characters are today. The industry seems to have lost its appetite for managers altogether, opting instead for self-sufficient, mic-wielding superstars.
From my perspective, this is a missed opportunity. Managers add layers to storylines, create tension, and provide a platform for wrestlers who might not be as charismatic on the mic. They’re the chess players in a world of brawlers, and their absence leaves a void that’s hard to ignore.
The Problem of Execution
Kanellis points out that the decline of managers isn’t just about changing tastes—it’s also about execution. ‘A lot of people don’t know how to play the character,’ she said. And she’s right. Being a manager isn’t just about standing ringside and looking good; it’s about understanding timing, psychology, and the art of manipulation. It’s about being a storyteller, a provocateur, and a strategist all at once.
This raises a deeper question: has the industry forgotten how to develop these characters? Or has it simply moved on? I think it’s a bit of both. The modern wrestling landscape prioritizes in-ring ability and mic skills, leaving little room for the managers of yore. But if you take a step back and think about it, there’s still a place for them—if the industry is willing to invest in their development.
The Future of Managers: A Speculative Take
Kanellis’ optimism about the future of managers is refreshing, but it’s also a challenge. She believes that all things are possible if done right, and I tend to agree. But what would a modern manager look like? Would they be more like Paul Heyman—a master manipulator with a mic? Or would they lean into the physicality of a Chyna-like figure?
One thing that immediately stands out is the need for innovation. The old templates won’t cut it anymore. Managers need to be more than just sidekicks; they need to be integral to the narrative. They need to have their own arcs, their own motivations, and their own moments of glory.
Final Thoughts: A Role Worth Reviving
As I reflect on Kanellis’ insights, I’m struck by how much potential the manager role still holds. It’s not a relic; it’s an untapped resource. The industry has moved on, but it doesn’t have to leave managers behind. With the right creativity, the right characters, and the right storytelling, they could become a cornerstone of modern wrestling once again.
What this really suggests is that the decline of managers isn’t inevitable—it’s a choice. And personally, I think it’s a choice worth rethinking. After all, wrestling is at its best when it’s unpredictable, when it challenges expectations, and when it tells stories that resonate. Managers can do all of that—if we let them.
So, here’s my takeaway: the role of the manager isn’t dead. It’s just waiting for someone to breathe new life into it. And when that happens, I’ll be front and center, ready to watch the magic unfold.
