Pro Wrestlers Who Took The Industry Mainstream And Fueled Its Rise

Professional wrestling has recently experienced a surge in popularity, mainly reflected in its profits. Although television viewership has declined, the wrestling industry today is financially thriving due to revenue streams such as media rights deals, sponsorships, and live events. This pertains mostly to World Wrestling Entertainment (WWE), which is considered the top brand in the industry. According to a recent report from TKO Group Holdings, WWE generated $391.5 million in total revenue in the first quarter of 2025, marking a 24 percent increase from 2024.

Like most industries, success did not happen overnight. Since the 1940s, professional wrestling has grown in popularity, thanks to its creative characters, stellar performances, and broad appeal to a mainstream audience. While the industry has experienced peaks and valleys, several notable in-ring performers have elevated the sport. So, which in-ring performers have been instrumental to the growth of professional wrestling? Who are some of the most impactful professional wrestlers in history?

The ‘First Golden Age’ in Professional Wrestling

At the turn of the 20th century, wrestling matches were typically featured carnivals or fairs. Lou Thesz, who began his career in the 1930s, played a pioneering role in professional wrestling gaining notoriety. He invented several moves and held the National Wrestling Alliance (NWA) title for a total of 13 years, even competing in matches internationally. The ‘First Golden Age’ in wrestling occurred roughly from the late 1940s through the 1960s. While Thesz continued to make important contributions, the most popular character during this time was Gorgeous George, a pompous and flamboyant persona who brought a theatrical element to the ring, along with mainstream appeal. Gorgeous George was an effective self-promoter, and his character was a major influence on boxer Muhammad Ali and musician James Brown, as noted in Little Village Magazine.

During this era, the sport was also gaining popularity in Mexico and Japan. One of the most iconic international wrestlers of all time, El Santo, became a cultural hero in Mexico. He is widely considered the most popular luchador in history. His ring attire featured an iconic silver mask along with silver tights. What many do not realize is that El Santo may have been the most impactful wrestler on a national scale that the sport has ever seen based on his crossover appeal into mainstream culture. He was a larger-than-life figure and a symbol of justice for many Mexican people, starring in over 50 films and being featured in a comic book series that ran 35 years. As a testament to his cultural significance, his funeral was among the largest in Mexican history.

Rikidōzan had similar impact in Japan. Though he was born in North Korea, Rikidōzan became a symbol of strength and resilience for Japanese people after World War II. He is credited with establishing professional wrestling in Japan. According to the Sportster, Rikidōzan’s matches were so popular that they sparked a nationwide increase in the purchase of color televisions. His series of matches with Lou Thesz in the 1950s were instrumental in the growth of the sport.

During the 1960s, Bruno Sammartino was arguably the most popular wrestler in the United States. Born in Italy, he became especially popular among Italian Americans, who strongly identified with him. Wrestling in front of sold out crowds, Sammartino helped make Madison Square Garden a premier wrestling venue. He held the WWE title for a total of 4,040 days across two separate title reigns—a record that still stands.

The ‘Second Golden Age’ in Professional Wrestling

Between the mid-1970s and early 1980s, André the Giant was arguably the most popular professional wrestler in the world. At 7 feet 4 inches tall and weighing over 500 pounds, he was a physical specimen and his matches were a major attraction. André starred in the movie The Princess Bride, a cult classic. His WrestleMania III match against Hulk Hogan was a major reason why the sporting event broke indoor attendance records in the United States.

Along with former WWE owner and promoter Vince McMahon, Hulk Hogan played a pivotal role in elevating professional wrestling into the mainstream. He was largely responsible for ushering in the ‘Second Golden Age’ of wrestling, which was arguably the most popular era in the sport’s history, lasting from the mid-1980s to the early 1990s.

“Hulk-a-Mania” was a global phenomenon that centered around the values of the Hulk Hogan character: train hard, say your prayers, and eat your vitamins. He was stood for patriotic principles and wore his heart on his sleeve. With Hogan’s ascent, the industry rose to epic proportions. His cameo in Rocky III gave wrestling mainstream attention, along with his cartoon called Hulk Hogan’s Rock ‘n’ Wrestling, which was broadcast on Saturday mornings in the mid-1980s. WWE began cross-promoting with other industries, such as music (e.g. MTV), and featured pop culture stars like Cyndi Lauper and Mr. T in their programming.

WWE’s Attitude Era, WCW, and the Industry’s Revival

After a dip in popularity, the wrestling industry made a comeback in the late-1990s. One of the main catalysts was the NWO storyline in World Championship Wrestling (WCW), where Hulk Hogan demonstrated his versatility by reinventing himself as a heel (villain). At the time, WWE and WCW were involved in a bitter television ratings war, which elevated wrestling’s popularity worldwide. Although WCW became popular and profitable, WWE’s response was “The Attitude Era,” an adult-themed and edgier brand of programming, which broke records for cable television ratings, pay-per-view buy rates, and revenue generation.

The most impactful star during the Attitude Era was Stone Cold Steve Austin, who played a major role in WWE’s record-breaking performance. Austin’s peak popularity coincided with WWE’s period of prosperity. His merchandise sales were off the charts, with his most popular T-shirt featuring the phrase “Austin 3:16.” Boxing star and pop culture icon Mike Tyson’s involvement with Austin in WrestleMania XIV helped turn the tide of the Monday Night War. WCW found mainstream success by featuring Dennis Rodman and Karl Malone in a tag-team match involving Hulk Hogan—remarkably, during the 1998 NBA Finals.

During WWE’s Attitude Era, Dwayne “The Rock” Johnson was another big reason for the industry’s growth. Known for his wit and charisma, The Rock has become the most accomplished actor of all professional wrestlers, starring in movies such as The Scorpion King, Fast Five, and Jumanji. He is considered the wealthiest wrestler in history, with an estimated net worth of around $800 million, according to Sports Illustrated.

WWE’s PG Era and Where Wrestling Stands Now

In the 2000s and 2010s, professional wrestling returned to family friendly programming. The next big star, John Cena, served as WWE’s top ambassador during what is referred to as “The PG Era.” According to a tweet from ESPN’s financial expert Michele Steele sent in January 2012, Cena generated over $100 million in revenue for WWE in 2011. His global impact further stems from his involvement with the Make-a-Wish Foundation where he has granted more than 650 wishes—a record for celebrities. He is also transitioning to a Hollywood career.

Many other wrestling stars have contributed to the industry’s rise and mainstream appeal through creative style, in-ring work, or longevity. Sting and The Undertaker demonstrated amazing longevity, while Brock Lesnar and Ronda Rousey bridged MMA with the professional wrestling audience. Bret Hart expanded the sport’s international appeal with his technical style, while Ric Flair’s persona became popular among Hip-Hop artists. Regardless of the era, recognizing the craft’s origins is important to understanding its evolution. Today’s professional wrestlers are forging their own path, and achieving success doing it, but the pioneers who built the business should never be forgotten.