In the wake of ongoing creative reshuffles within WWE, Hall of Famer John “Bradshaw” Layfield (JBL) has recently weighed in on who might eventually succeed WWE Chief Content Officer Paul “Triple H” Levesque as head of creative. JBL’s insights come amid mounting fan criticism over WWE’s storytelling direction in 2025 and internal reports of the company seeking fresh leadership and new creative voices.
Triple H’s Role and Current WWE Creative Landscape
Paul Levesque, known in-ring as Triple H, currently holds the top creative position in WWE as Chief Content Officer, overseeing creative writing, talent relations, live events, and talent development[7]. Under his guidance, WWE has seen many structural changes, including the addition of fresh creative voices on the main roster and developmental brands such as NXT.
Despite WWE’s strong financial performance through 2025, there has been growing dissatisfaction among fans regarding the quality and cohesion of WWE’s storytelling[1][3]. This has led to several internal meetings aimed at refining creative processes, reworking long-term storytelling plans, and reenergizing fan engagement. Recent reports indicate WWE is combining internal promotions with outside creative additions to freshen its output, with Road Dogg (Brian James) continuing as co-lead writer on Friday Night SmackDown alongside John Swikata[1][2][3].
Sources close to WWE creatives have explained that while many talents and writers are being given creative freedom, there is still a keen focus on developing “more consistent and emotionally rewarding” storylines heading into the 2026 calendar year[1].
JBL’s Take: Wrestlers Who Could Fill Triple H’s Shoes
Speaking on his podcast and during media appearances, JBL identified several WWE superstars he believes have the potential to eventually take over the head of creative role. While JBL stressed that such a transition would not happen immediately, he emphasized WWE needs fresh leadership to nurture upcoming talent and storytelling alike.
Some of the names JBL suggested are:
Cody Rhodes – Praised for his creative vision and commitment to both in-ring work and character development, Rhodes has long been seen as a future backstage leader. Sources close to Rhodes revealed he actively participates in pitch meetings and has creative input on his own story arcs[1].
Seth Rollins – Recognized for his versatility and deep understanding of wrestling psychology, Rollins has shown an interest in backstage creative work. WWE insiders note he communicates well with the creative team and is respected by peers for his innovative ideas[1].
Bianca Belair – As one of WWE’s top female stars who combines charisma and athleticism, JBL pointed to Belair as a rising creative force who could bridge the gap between in-ring storytelling and fan connections effectively[1].
Roman Reigns – While currently the company’s top talent, JBL mentioned that Reigns’s experience in leading top storylines and handling complex character work could position him for behind-the-scenes influence in the future[1].
JBL’s perspective aligns with a growing sentiment among WWE insiders that the next generation of creative leadership will come from performers who combine in-ring excellence with a passion for storytelling. “Triple H has set a high standard, but WWE needs talent who can adapt creatively and also understand the audience dynamics today,” said a WWE insider familiar with the creative department’s discussions.
WWE’s Creative Restructuring Efforts in 2025
The conversations around who could replace Triple H come amid WWE’s ongoing creative restructuring efforts. Reports detail a revamped leadership structure:
| Show | Lead Writers/Creative Heads |
|---|---|
| WWE Raw | Ryan Ward and Jon Baeckstrom; Ed Koskey as script editor |
| WWE SmackDown | Road Dogg (Brian James) and John Swikata |
Bruce Prichard serves as the liaison between the creative writing teams and Triple H’s office, ensuring ideas align with overall company strategy[2]. Meanwhile, Triple H continues to oversee creative for WWE’s newly acquired Lucha Libre AAA promotion, supported by AAA executives and WWE-produced talent such as The Undertaker and Konnan[4][5].
Despite many creative minds and changes behind the scenes, WWE acknowledges that improving storytelling is paramount to maintaining fan interest and long-term brand strength. “The product has to be more character-driven and emotionally engaging,” sources said, confirming ongoing efforts to build more enticing storylines heading into next year[1][3].
The Importance of Evolving WWE’s Creative Leadership
Triple H’s journey from wrestler to executive to creative chief has reshaped WWE’s product for nearly two decades. However, the landscape of sports entertainment is evolving rapidly with changing fan tastes, social media’s influence, and competition from other promotions.
Industry veterans like JBL stress that grooming new creative leaders from the current roster is essential for WWE’s sustained relevance. Wrestlers who deeply understand character work, storytelling nuance, and audience engagement coupled with leadership skills will be crucial.
As one backstage source put it: “The next head of creative needs to be someone who lives and breathes wrestling storytelling but can also think outside the box. It’s a balance of respecting tradition and embracing innovation.”
What This Means for WWE Moving Forward
Looking ahead, WWE’s leadership may consider taking a gradual approach to transition creative management, blending the wisdom of established veterans like Triple H with fresh perspectives from stars who demonstrate creative instincts.
As the company positions itself for a post-2025 narrative reboot, the involvement of wrestlers like Cody Rhodes, Seth Rollins, and Bianca Belair backstage could become more prominent. This would not only improve storyline quality but also empower wrestlers to craft their personas more authentically.
WWE’s commitment to refining its creative process, combined with wrestlers stepping up as storytellers, may finally address the fan frustrations voiced throughout this year.