WWE will be in trouble once John Cena retires

As John Cena gets ready for his final appearances of his retirement tour, which concludes on Dec. 13, WWE faces a grave and daunting question they need to address soon. What's next for the company once Cena retires from in-ring competition? 

Some fans sense an end in sight for WWE once Cena retires. Given where the company is heading this year, it may be entering the most unstable and challenging phase in WWE history. 

John Cena's legacy in WWE

Before looking ahead at WWE's future, let's take a moment to celebrate Cena's remarkable career. Debuting in 2002, Cena became a household name in the mid-2000s and remains one today. Cena became the face of WWE by 2005 and influenced audiences for 20 years. He touched fans and his fellow locker room members by granting over 650 wishes to kids and others in need. Cena served as a global ambassador for WWE. 

At WrestleMania 41, Cena became a record-breaking 17-time world champion, surpassing the legendary Ric Flair. Cena's legacy isn't just built on his in-ring achievements, but also on his work outside the ring and the inspiring moments he shared with fans. 

Cena's legacy and his retirement tour are the most talked-about storylines in WWE this year, carrying much of the company's weight amid a lack of compelling ones. Without Cena, how can the WWE get back on track?

Repetitive and uncreative storylines 

In 2025, WWE struggled to deliver content of that quality. The product comes across as dull, stale and lacking inspiration, even with prominent stars like Undisputed WWE Champion Cody Rhodes and World Heavyweight Champion CM Punk. 

Fans find it hard to stay engaged with the shows, which often become repetitive, particularly on Raw and SmackDown. These programs tend to recycle the same feuds repeatedly, and their predictable structure can drive fans away, as they can only tolerate so much repetition. 

Questionable booking decisions and management of talent  

WWE's booking decisions also raise eyebrows. For instance, Drew McIntyre has suffered two back-to-back losses to Rhodes for the undisputed championship, which has brought down his credibility as a top heel or "bad guy" in WWE. 

Overexposure of wrestling talent can have its negatives, too. Jey Uso is a perfect example of overexposure for a wrestling talent, and that can turn fans away as they get burned out by him. WWE should focus more on up-and-coming talent to lead the WWE into the post-Cena era. Prioritizing fresh talent and innovative storytelling is a huge factor in retaining the fans' loyalty to the company.

TKO deal: Concerns after the post-Cena era

In the 2023 TKO merger, which combined WWE and UFC under CEO Ari Emanuel's leadership, WWE believed it was a groundbreaking move for the company. However, longtime WWE fans feel it prioritizes corporate profits over fans' interests. 

The decision to host WrestleMania 43 in Saudi Arabia has received mostly negative feedback from fans: high ticket prices and an increasing number of Premium Live Events overshadow the company's main storylines. If these trends persist, WWE's future could be at risk. 

An unknown future ahead for WWE

As Cena's retirement tour is coming to an end soon, WWE faces one of its biggest challenges. The lack of creative storylines, the questionable booking decisions involving talent and the discontent under TKO are risking WWE's loss of fans. Once Cena bids farewell, the fans might too.