Why WWE NXT Is Dead

NXT's 2014 expansion was an attempt at creating a WWE alternative within WWE's own stratosphere. The idea was that fans weary of the main roster's sports entertainment trappings wouldn't have to go elsewhere to scratch their itch because NXT's more wrestling-centric product, with its cast of indie favourites and perceived lack of restrictions, was right there. Triple H had crafted a "third brand" for the hardcores. TakeOver became the most reliable show in wrestling with its state-of-the-art action, the kind fans rarely see on pay-per-view, and critically, NXT succeeded.

It thrived.

But even in its peak years, when the weekly show was a can't-miss 60-minute blast and Johnny Gargano and Andrade were bringing five-star matches back to WWE, NXT was cursed.

The black and gold brand's "developmental" state was inherently problematic. As acclaimed as its shows were, peak NXT was too different to Raw and SmackDown to prepare wrestlers for their inevitable call-up. WWE spent years moulding the likes of Ricochet, Finn Balor, and The Revival around the workrate-centric indie style for years, then asked them to unlearn everything when they hit the main roster. Leaving Triple H's world for Vince McMahon's meant trading wrestling for sports entertainment. These wrestlers weren't trained to be sports entertainers, so the majority failed.

NXT's decision-makers got too carried away with their "third brand" narrative. Focusing on indie-style action was unquestionably great for the viewer, but it created an army of hyper-talented performers grossly unprepared for the next step in their WWE careers. Really, as bloodthirsty as the past few months have been, the only real surprise is that Vince didn't try something like this sooner.

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