Jim Ross says AEW’s challenge is ‘creating new stars’

Jim Ross believes AEW’s challenge right now is creating new stars.

Ross appeared on Busted Open Radio on Wednesday and was asked to give a letter grade to the company he’s worked for since it launched five years ago.

“Probably a solid B,” Ross responded. “A lot of things that can be improved upon, like anybody else’s company. AEW’s challenge right now, to me, is creating new stars. Somebody on that brand has got to get hot. That’s got to be, I think, what they need now. Somebody’s gotta get hot.”

However, Ross says he believes AEW’s talent will step up at Double or Nothing this weekend in Las Vegas. Ross said that’s what always happens on AEW pay-per-views.

“These pay-per-views like we’re having Sunday night in Vegas, these kids rise to the occasion on these pay-per-views, they really do,” he said.

Ross was asked by co-host Bully Ray if it’s more on creative or the talent to get someone in the company hot. He responded that it’s more on the wrestlers.

“I think the latter,” Ross responded.

“Creative can get you in the ring but once you get in the ring, it’s up to the talent at that point, in my estimation. I think it’s a talent-based thing, Bully, I really do,” he continued.

Ross is currently promoting his new book, “Business Is About To Pick Up: 50 Years of Wrestling, 50 Unforgettable Calls,” which was released on May 7, 2024.