Years after unfolding, one of WWE’s most glaring roster and booking mistakes still stands out—and even John Cena acknowledges that it was the wrong call for both the company and himself. This misjudgment not only impacted Cena’s career trajectory but also left a lasting mark on WWE’s storytelling and roster development.
The Mistake: John Cena’s Controversial Heel Turn on His Retirement Tour
The pivotal mistake was WWE’s decision to turn John Cena heel during his current retirement tour, a move that Cena himself has openly reflected on as a misstep. While a heel turn—when a top wrestler transitions from hero (“babyface”) to villain (“heel”)—can often refresh a character, in Cena’s case, it clashed with the legacy and fan connection he had built over two decades.
Cena was long celebrated as WWE’s ultimate babyface, embodying resilience, hustle, loyalty, and respect. Turning him heel at this late stage, especially during his farewell run, disrupted his narrative arc in a way that didn’t resonate with fans or Cena himself. Sources close to Cena describe the turn as an “experiment that didn’t land” and more of a creative shortfall than a career evolution.
“John has always been the poster boy for positivity and heroism,” a WWE insider revealed. “Shifting him to the dark side during his retirement run felt counterproductive. Even John has said he thought WWE, including himself, got it wrong on this one” — according to a well-informed backstage source.
The Initial Excitement and Subsequent Fallout
When the heel turn debuted, the initial reaction was surprisingly enthusiastic. The storyline was vibrant and generated buzz, especially because it involved high-profile names like The Rock and even Travis Scott in the build-up. Fans and critics alike called it one of the year’s best WWE moments in terms of shock value.
However, the momentum rapidly declined. Cena’s heel persona became inconsistent and unconvincing as the following months passed. Where it should have led to exciting new rivalries and an engaging narrative, it instead fell flat, with weak follow-ups that undercut what could have been a defining chapter. The turn felt forced and disconnected from Cena’s authentic WWE identity.
As one wrestling analyst noted, “The initial heel turn moment was electric, but WWE failed to capitalize on it. The storytelling afterward was lackluster, and it didn’t reflect Cena’s strengths. It was like the narrative was out of sync with the character fans loved.”[2][3]
How This Mistake Reflects Broader WWE Roster & Booking Errors
This misstep is arguably emblematic of several broader WWE roster and booking mistakes involving John Cena over the years. One notable example was WWE’s failure to properly elevate rising stars by always protecting Cena’s position as the unbeatable hero. For instance, during his feud with Rusev, WWE booked Cena to win and end Rusev’s undefeated streak, missing a critical opportunity to cement Rusev as a dominant main-event star[1].
Similarly, WWE once drafted Cena to SmackDown only to draft him back to Raw on the same night. This booking undercut the draft’s value while confusing his placement on the roster, reflecting a pattern of indecision about how best to use Cena’s status to refresh the brand[1].
In hindsight, WWE’s hesitance to break Cena completely out of his heroic mold until the final retirement tour limited creative potential. Yet, the timing and execution of his heel turn during the farewell run was counterproductive, alienating some fans and undermining Cena’s iconic status.
What John Cena’s Reflection Means for WWE’s Future
Cena acknowledging this mistake publicly is significant because it reveals a rare moment of candor from one of WWE’s all-time greats. It also highlights WWE’s ongoing creative challenges in evolving their marquee talents while balancing fan expectations.
A WWE creative source commented, “John Cena’s legacy is untouchable. But even the best need careful storytelling. This heel turn was a gamble that didn’t pay off, and I think everyone learned from it—especially Cena himself.”
WWE is now navigating a post-Cena era with fresh faces like Cody Rhodes, Seth Rollins, and Drew McIntyre rising to prominence. Learning from past mistakes with legends like Cena allows WWE to refine how they transition stars and manage storylines going forward.
Final Thoughts: Why Cena’s Mistake Is a Lesson in WWE Booking
The intersection of legacy, timing, and fan connection makes John Cena’s heel turn mistake a textbook case of a well-intended but poorly executed roster and booking decision. It illustrates how even WWE’s biggest stars require storylines that truly fit their essence and fan relationships.
As of 2025, Cena is focused on closing out his iconic career with integrity, and WWE is preparing to learn from this chapter—balancing innovation with respect for the wrestling heroes who built the company.
In the words of another backstage figure: “You never want to tarnish a legend’s exit. John Cena’s heel turn was too risky too late. The smart move now is to celebrate what he gave WWE for 20 years and build new stars to carry that torch from here.”