The Curious Case of Gunther: WWE’s Missed Opportunity or Strategic Mastery?
Let’s start with a bold statement: Gunther’s trajectory in WWE is one of the most intriguing—and polarizing—storylines in recent wrestling history. Personally, I think it’s a case study in how WWE walks the fine line between brilliance and baffling decision-making. Here’s why:
The Momentum Paradox
Gunther’s win over John Cena in December was a seismic moment. It wasn’t just a victory; it was a statement. Cena, a legend in his final match, tapping out to Gunther? That’s the kind of moment that should catapult a wrestler into superstardom. But here we are, eight months later, and Gunther is headlining SummerSlam against SmackDown General Manager Nick Aldis. Don’t get me wrong—Aldis is a talented wrestler, but this isn’t the follow-up anyone expected.
What makes this particularly fascinating is the disconnect between Gunther’s in-ring dominance and his booking. He’s beaten Goldberg, retired AJ Styles at the Royal Rumble, and yet, his momentum feels… stalled. It’s like WWE handed him a rocket launcher and then asked him to shoot at a paper target.
AJ Styles’ Take: A Defense of Creative Chaos
AJ Styles’ comments on The Phenomenally Retro Podcast shed light on this conundrum. He agrees that Gunther’s momentum has stalled but defends WWE’s creative team, saying, “I’d rather beat myself to death in that ring than be a writer for a show.” Fair point. Writing for WWE is like trying to solve a Rubik’s Cube blindfolded—it’s nearly impossible to please everyone.
But here’s where I diverge from Styles. While I respect the difficulty of the job, I can’t help but feel WWE is missing the forest for the trees. Gunther isn’t just another wrestler; he’s a unique character—a “hated heel” in a sea of charismatic babyfaces. Styles himself notes that Gunther fills a role that Roman Reigns, Seth Rollins, and CM Punk don’t. So why isn’t WWE leaning into that?
The Aldis Match: A Head-Scratcher or a Hidden Gem?
Gunther vs. Nick Aldis at SummerSlam feels like a mismatch on paper. Aldis, a former NWA World Champion, is no slouch, but this is his first WWE match in years. Styles’ prediction that Aldis can’t beat Gunther seems spot-on. But here’s the thing: WWE rarely does things without a reason.
If you take a step back and think about it, this match could be a strategic move. Aldis, as SmackDown GM, has been embroiled in storylines with Gunther for weeks. A loss to Gunther could elevate him as a sympathetic figure, while Gunther’s win could solidify his dominance. Or, WWE could pull a swerve and have Aldis win, setting up a new rivalry. Either way, it’s a high-stakes gamble.
The Bigger Picture: WWE’s Heel Problem
What this really suggests is a broader issue in WWE: the lack of truly despised heels. As Styles pointed out, Gunther is one of the few wrestlers who can elicit genuine hatred from the crowd. In an era where even the villains are cheered, Gunther’s old-school heel persona is a rarity.
But WWE seems hesitant to fully commit to him. Is it because they’re unsure how to build long-term storylines around a character like Gunther? Or are they afraid of alienating fans by making him too dominant? These are questions WWE needs to answer—and soon.
Final Thoughts: Is WWE Dropping the Ball or Playing the Long Game?
In my opinion, WWE is neither dropping the ball nor playing 4D chess. They’re somewhere in between—experimenting, hedging their bets, and hoping something sticks. Gunther’s journey is a microcosm of WWE’s creative process: ambitious, inconsistent, and occasionally frustrating.
One thing that immediately stands out is how much potential Gunther still has. He’s a world champion in waiting, but WWE needs to stop treating him like a side quest and start making him the main story. If they don’t, they risk turning one of their most compelling characters into just another footnote.
So, has WWE dropped the ball with Gunther? Personally, I think they’re still holding it—but their grip is slipping. Let’s hope they tighten it before it’s too late.
