In a candid moment on the debut episode of his wife CJ Perry’s new podcast, Identity Crisis, former WWE star Rusev pulled back the curtain on a pivotal backstage meeting with WWE Chairman Vince McMahon in 2019. The conversation, which quickly went viral among wrestling fans, revealed McMahon’s strong preference for Rusev’s original “Bulgarian Brute” persona a 300-pound powerhouse who once dominated WWE’s mid-card scene.
The revelation offers a rare glimpse into the creative mindset that shaped WWE’s roster during McMahon’s tenure, and it underscores the ongoing tension between evolving athlete physiques and the company’s traditional booking philosophies.
The Meeting That Changed Everything
Back in 2019, Rusev returned from a three-month absence with a noticeably slimmer physique. The change was the result of a personal fitness journey, as he shed weight to become more athletic and agile in the ring. But when he met with Vince McMahon to discuss his new look, the response was far from what he expected.
According to Rusev and Perry, McMahon was blunt: “He said he wanted the big Bulgarian. He wanted a 300-pound guy.” Perry recalled McMahon’s exact words with a laugh: “Where’s my 300-pound Bulgarian brute? That man puts asses in seats. That heel I want you as a heel. I want you 300-pound Bulgarian brute because that sells tickets.”
The exchange was both surprising and revealing. McMahon’s comments highlighted his belief that size and a specific type of villainous persona were still key to drawing crowds and generating heat in WWE.
McMahon’s Vision: The “Bulgarian Brute” Persona
Rusev’s “Bulgarian Brute” character was one of the most dominant in WWE during the mid-2010s. With his imposing frame, stoic demeanor, and a series of memorable feuds against top stars like John Cena and Roman Reigns, Rusev became a fan favorite albeit as a heel.
McMahon’s insistence on Rusev regaining weight and returning to that persona reflects a broader WWE philosophy that prioritized larger-than-life villains, especially those with foreign or Eastern European backgrounds. Perry noted that McMahon’s comments were rooted in the idea that “Eastern Europeans and Russians are conditioned to be the bad guys,” and that Rusev had “perfected” the role of the villain.
According to a WWE insider familiar with the meeting, “Vince was always looking for that big, intimidating heel who could carry a feud and draw heat. Rusev fit that mold perfectly, and when he slimmed down, it threw a wrench into the creative plans. Vince wanted the brute back, not the athlete.”
Rusev’s Response: “Turn Me Heel, Brother”
When McMahon asked Rusev how he felt about the idea, the wrestler’s response was immediate and confident. “Turn me heel, brother,” Rusev said. Perry added, “You said, ‘I’m the best heel in the business. Turn me heel.’ And I’ll never forget this Vince was like, ‘I have so many babyfaces, but I don’t have any 300-pound Bulgarian brutes.’”
Rusev’s willingness to embrace the heel role and his confidence in his ability to deliver as a villain were evident. But despite his enthusiasm, the creative direction never fully materialized. Rusev’s time in WWE came to an end in April 2020, amid the onset of the COVID-19 pandemic and a series of storyline changes that saw him involved in a controversial angle with Bobby Lashley and Lana.
The Aftermath: A Changing Landscape
Rusev’s departure from WWE marked the end of an era for the “Bulgarian Brute” character. His final televised matches included a loss to Lashley at the TLC pay-per-view and a tag team loss on Raw, before his release from the company.
The story of McMahon’s reaction to Rusev’s weight loss has sparked debate among fans and industry insiders. Some argue that WWE’s insistence on specific physiques and personas can stifle creativity and limit opportunities for wrestlers to evolve. Others believe that McMahon’s approach, while old-school, was rooted in a deep understanding of what worked for WWE’s audience.
According to a longtime WWE producer who spoke on condition of anonymity, “Vince always had a clear vision of what he wanted on screen. He believed in archetypes—big heels, charismatic babyfaces, and clear-cut storylines. When a wrestler changed, it sometimes disrupted that vision. Rusev’s case was a classic example.”
The Legacy of the “Bulgarian Brute”
Rusev’s “Bulgarian Brute” persona remains one of the most memorable in recent WWE history. His dominance in the ring, combined with his unique character work, made him a standout during a time when WWE was searching for new stars to carry the company.
The story of McMahon’s reaction to Rusev’s weight loss serves as a reminder of the challenges wrestlers face when trying to balance personal growth with creative expectations. For Rusev, the journey was both a professional and personal one, and his willingness to adapt and evolve continues to inspire fans and fellow wrestlers alike.
As WWE continues to evolve under new leadership, the lessons from Rusev’s experience may help shape a more inclusive and dynamic future for the company. But for now, the memory of the “Bulgarian Brute” and Vince McMahon’s desire for a 300-pound heel remains a fascinating chapter in WWE’s storied history.