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Michelle Wilson & Charlotte Flair at Needham Fireside Chat 5/15/18
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Michelle Wilson joined WWE in 2009 and has served as the chief revenue and marketing officer as well as well as the EVP of marketing in February of 18 she was named co-president and director of WWE prior to WWE Michelle was the chief marketing officer of the United States Tennis Association and prior to that she oversaw all marketing efforts for the launch of the XFL football league and partnership a partnership between WWE and NBC prior to that michelle held positions at the NBA in Nabisco and she graduated from the University of Pennsylvania and holds an MBA from Harvard Business School
Ashley Flair performs for the SmackDown brand under the name Charlotte Flair she's a second-generation professional wrestler as the daughter two-time Hall of Famer Ric Flair that you're sick of that shadow if the energy she appeared with her father in World Championship Wrestling and in 2012 she began training with a WWE viewing with WWE's developmental brand called “next” her rise to the top was rapid and by 2014 she won the NXT Women's Championship she was promoted to the main roster in 15 and 16 she was crowned as the first WWE Women's Champion
Okay today she's been a six-time champ do impressive
I'm gonna go to questions and I'll try to finish you know can I headlock exactly okay so um
when I think about I mean what compose when you read your resume enjoyed it's actually first first first for a few of like 17th birth and there's a woman who loves breaking glass and I like one first but you like out to 12 first and you're like well we're in a male-dominated world so I want to prove that women are taking over which is okay so let me um let me ask you the first question and let's start with your pass the WWE what led you to career in sports entertainment and how much influence has your father had so I was telling them before I started talking usually when I'm on stage I whoo so in the back of my mind I'm going woo because it's kind of what I do when I didn't know what I'm public speaking when you talk to someone who has a parent who's excelled at something that they're very passionate about you would think that their children want to follow in their footsteps however I never thought that WWE would be in my future I grew up playing sports I ended up playing Division one volleyball at Appalachian State and then graduated from NC State but it was my two brothers who wanted to be professional wrestlers my little brother Reed growing up I mean whenever he was home he was playing whatever pay-per-view was happening Monday night nitro for my dad was the part of WCW and then when WWF which is now WWE he would never miss a show and just grew up wanting and idolizing my father which if you know who my father is the two-time Hall of Famer in 16 times world heavyweight champion Ric Flair that's some big shoes to fill so in 2012 I'd already graduated college and I was just personal training I was kind of lost I didn't know what my future held but I was in Miami for the Hall of Fame and I was sitting with my little brother Reed and my dad and a producer his name is Johnny Laurinaitis and my brother was suffering from addiction and I spent my entire 20s trying to save his life so in 2012 when I was sitting there with him obviously the dinner was about how could we get Reid into WWE - he passed you know there's wellness how could he just get out of the you know funk that he was in and continue this path of being you know a generational wrestler so Johnny Laurinaitis went to me and was like why aren't you doing this and I was like let me mean like I never grew up wanting to be famous I never you know I loved my dad I loved going to his shows I was his biggest  cheerleader but when I saw the women that's not how I pictured myself I mean if you were to ask me six years ago would I be sitting in front of you guys talking about the WWE and wanting to be the face of this company as a female I would said no way I was scared of my own shadow so I said well you know what maybe I don't know why I mean I know I'm athletic I play Division one volleyball I was a cheerleader I was a gymnast I played basketball soccer diving even Riverdance (um even if you guys know what that is and I will not show you what that is no) and I'm pretty sure my mom made me play the piano in middle school but I just have sports were my thing so I said to myself if I can get into the program of which is called NXT our developmental system maybe if they sign me that would encourage my brother to stay clean and three months later I showed up to Tampa not knowing anything about the business now mind you my father is Ric Flair and into this industry he means everything I mean he embodies professional wrestling and I didn't know the lingo I didn't know that there was a subculture I knew nothing all I knew was John Cena made wishes come true my dad had the best music ever so I get there in July in 2012 and before my little brother ever got to see me wrestle he overdosed and passed away So I told myself that I would continue his dream so has nothing to do with my dad or continuing the Flair legacy I thanked my brother for opening the doors to a world that I had no idea I wanted to be a part of and if it wasn't for his dream I would not be sitting here today in front of you guys and like I said I'm a first for a lot of things and I will continue to continue my brother's legacy while continuing the Flair legacy I love you dad but it's all about my little brother reads so he said your life she saved my life yeah it's fine you spend so I thought you know how do I say there's life how do I save his life and then ultimately he ended up saving mine
Laura: life's funny that way it is
Q: so Michelle first over the top media company's first traditional media company transition linear TV to over-the-top thinking about your path to pivoting to over-the-top how hard was it and what were the biggest challenge in making the shift from linear to over-the-top yeah talk about 2012 I think it was an your start of your career at WWE
Michelle: and Charlotte's clearly accomplished tremendous things in those six years interestingly we were on it was probably about 2012 when I came on board in 2009 one of my responsibilities that Vince gave me was running our infamous pay-per-view business and looks like Charlotte I came from the NBA I came from the world of tennis where the vernacular even a business model of pay-per-view didn't exist so of course when I was given the responsibility to run pay-per-view I'm like what is pay-per-view I don't even and how it works and so the very first pay-per-view I ordered was Royal Rumble in 2009 and I said well people pay you know fifty five sixty dollars for this and it's almost was almost a good thing that I didn't have too much knowledge about what the traditional business model was for WWE so one of the things I would constantly ask Vince is you know this is the most valuable WWE content happens on this pay-per-view platform and yet it's priced you know relatively expensively and again we're still in business with our partners and we love them but as a consumer you know ordering on a remote and kind of the whole experience I was like well how many of our fans are really watching pay-per-view is our best content wasn't getting out there so really started this journey in 2012 of George Barrios CFO and whose co-president with me of us really challenging and asking Vince you know what what do we need to be doing what's kind of the next level for us and the natural progress of the natural course was let's launch a Network like everybody else has let's launch a traditional linear ad supported network and that was really the journey that we went on the hard part was really the research and really digging deeper beyond kind of the traditional path which I think Vince has been notorious for not just doing the traditional but really looking at the future and what what was lying ahead and so we did a lot of research and what the research told us was that while a traditional ad-supported network might be logical our WWE fans at the time we're consuming five times as much content on digital platforms they were on YouTube they were Netflix subscribers there were Hulu subscribers and in 2012 that was pretty unheard of but they were five times more likely to be consuming content that way so for us it was light bulb went off it was like well if that's the future maybe that's the path that we should be going down now the difficult part of it your question being what was difficult everything was difficult! there was literally you know there was no playbook for what we were doing other than Netflix and Hulu which were video companies that started in that business they weren't transforming a legacy pay-per-view business they weren't in the linear television business so for us we were really going into unchartered territory there were there were no other companies we could really look at and say hey this is how they did it this is who they partnered with this is what you're going to have to be prepared for
there was none of that so it was you know George myself our team and Vince really trying to figure out where to go and so I would say not having that not knowing what to do so the very first thing we're all of the conversations for any companies who are trying to launch Now 1. you know what is the value proposition 2. what content will go there 3. how are you going to price it I mean those were the things that we spent the most time talking about and figuring that out and making sure that it was right for our fan base was really what we spent our time on and again we didn't have a crystal ball to say this was the right answer but we made that decision to say you know 999 was a logical price point we created chance around it maybe not quite as popular as the whoo but you know our fans were chanting 999 and they understood that the best content that we created it was a new tier was available at an affordable price on the WWE Network so again having the right proposition was really what we spent our most time on initially in the first phase and again it was was not easy it was a lot of long debates without a playbook well and
Lauara: one of the things about digital is they get to market faster than they iterate you guys did by what I would call the old media world which is you figure it all out ahead of time which cost you extra time but you really haven't iterated it's been 999 the whole time you keep adding more library content to the to the mix and more original content but but I think I would guess that was in the playbook right when you launched all right probably it isn't that iterative other than maybe the type of content you're making is now more focus based on what the data you're getting is more data analyst for sure
Michelle:  yeah we've gotten obviously mean that was one of the probably the other challenges was being prepared for the data side yeah of what this brought to all of us is at WWE's we had one literally one day the scientist when we launched the WWE Network and now we had all this data coming in if we fast forward we now have the team of over 30 data scientists that help us understand what are the subscribers watching how do we target them how do we segment them what how do we recommend other programming so the data has certainly changed how we market and how we promote the network but yes I mean we one of the things that I think WWE is great about is consistency in our business strategy consistency and how we communicate to our fan base that we feel until our entire kind of available market who could buy the WWE Network understands what it is and understands the price point is better to keep it simple
Laura: so Charlotte back to you can you tell us what the typical day in the life of a WWE Superstar and what is the hardest part of becoming a WWE Superstar typical day in the life and don't make me cry too sir it's none of us I want
Charlotte: the superstars are usually on the road 300 plus days a year I typically fly out Sam on the raw brand we have what we have three brands we have Raw Smackdown at NXT Raw and Smackdown travel world ride so if you're on Raw you typically fly out on a Friday you fly to whatever city is having that live event you perform Friday in that city Saturday Sunday and you go live on Monday and then if you have an appearance you fly to the appearance on Tuesday maybe you fly home for those two days maybe you don't or you fly to that next live event for instance Raw's and the UK right now I think Smackdown is still in Germany so when I leave here I'll be flying back to Germany but when you land in the city you typically find a gym you find a grocery store and then you go to call time at 5:30 you perform and then you drive anywhere between 60 and 300 miles to the next town and you do it all over again on top of that you're on the phone talking to media whether you're on Monday or Tuesday you might be waking up early to do local media news stations radio stations or conferences like this I'm honored to be here yesterday we hosted the nbc/universal upfront where  three of us presented WWE and what we're all about
the sky's the limit for what we're capable of we even you know I've taken off to film the psych movie last summer so I was off of Smackdown for a month so at any day you're doing something really and I
Michelle: we don't like them rest
Charlotte: no I really I don't know we don't want some rough it's crazy but it's energizing like now when I go home for a day I'm like what do I do I'm bored I don't know I'm bored but you know my windows small but it's amazing so really a merciless fifty-two day weeks a year right now you know a few weeks off like or unless you're injured but that's what makes you don't want to be injured knock on wood but that's what's so special about the WWE is were the show goes on whether you're there or not we're having a live event with two brands and four different cities and we go live Monday we go live Tuesday and then they are in a pay-per-view with the largest Royal Rumble and Abu Dhabi no where was it Saudi Arabia be together last month I mean it's craziness and so in some of that work
Laura: when you fit in your workouts because presumably you're working out every day don't have that right so for me working out
Michelle: I look at it as part of the job if the fans or the deputy Universe see me investing in myself I find that they will invest in me more so I have a trainer that followed me on the road not eight as a follow me on the road but he felt trapped my workouts and then I send them what I do that day typically I find a CrossFit gym and I have that hour and then I have a dietician that work for me because to stay in peak shape 300 days a year is a struggle that is not natural and then learning to eat on the road but you find a routine for me it took about a year to get used to the travel in the flights and the wrestling but you know this is what I want to do so
Laura:  so the hardest part is the travel or ..
Michelle: the speaking in front of you guys I'll go million miles per hour no I mean it's part of its evolving so it you know at first I thought you know oh I'm just a wrestler and then no I'm more than a wrestler I'm a superstar and then having the opportunity to grow with the company and learn you know about public speaking and then there's you know movies and outlets it's just growing yeah I heard the process it's where
Laura: you grow with it with your opportunities absolutely adores that's super clear the things I'll advocate Charlotte so that Charlotte was you know
Michelle: all of our talent are incredibly savvy about the business they want to learn as Charlotte mentioned she didn't know a lot about it Charlotte actually reached out to me what was probably six or seven months ago October and I give her a ton of credit saying you know what else can I do to grow my brand the Charlotte Flair brand and I give my hats off to her and I told her that I'm like you know good for you that was verified by the way you
Charlotte: just don't email Michelle it feels like I don't know if this is okay but and I want to be larger than I do what do
Michelle: I need to do and it's the great thing about our business model knowing that all of our talent works with us her question was you know how do I grow my brand and one of the other things that we helped Charlotte on is is digital in social media so in addition to everything else that our talent do is they're part of our storyline and part of engaging with our fan base and storytelling and we had a great we've been working very closely with Charlotte for the past six months on you know what to share on social media how do you engage fans more what does she want her brand to be to be a role model to girls doing community outreach you know what community partners does she want to align herself with so in her like three minutes of spare time our talent are also continuing to tell the story on digital and social which we know is such an important part of what we do and Charlotte has really become a student of how to be even better at that and we've seen her number the growing I mean we gave her some tips and just in the last couple of months her engagement levels and followers have grown dramatically just by you know giving the fans what else they want to know about Charlotte as a human being when she's not in the ring and it's been a great success and adding to that
Charlotte: that's what's been great about the network we've realized that our fans really want to know more about who is Charlotte's so open I mean lifting that curtain and saying hey I'm Ashley this is what I do on my off days you know does your dad train you or what they want if that's what they want to know so on the network it's for the first time the audience gets to know us as people and that's really unheard of like I used to guess the question is wrestling real or fake I'm like no it's real I got my teeth knocked out last week but for real I did for real um so I wasn't going to miss it here today but that's the challenge with social media is playing this character that's larger than life but also saying like no I'm actually in when I'm home I'm eating piece of pizza with my niece and nephew and that's what the audience gravitates to you know well
Michelle: I think I think that it's part of solidifying your brand but also it hyper make sure reach much more much I really hyper and we've already seen it it kind of your impact it really helps you to it becomes the catalyst for her continued growth for our brand for Charlotte's brand and again we've already seen that's the great thing about digital and social you can see the results right away we gave her some advice and overnight her followers increase the engagement level so again it just adds another layer for for all of us to continue the growth
Laura: and that sort of builds on my second question for you because when you started here really WW is a regional wrestling brand I mean I guess when Vince started it was early so even when you got here it was a much smaller footprint or impact level than it is today and you've really worked it's really on your shoulders you've turned it into a global sort of media and entertainment super brand past superpower brand so can you share how you did this and how public perception of WWE has changed over time
Michelle: yes and it's a great story when I came back to talk to Vince about joining rejoining WWE in 2009 that was really one of the questions is that people knew of WWE but as a brand and being a brand person you know there were a lot of misperceptions about the brand and in 2008 the brand had segue to becoming tv-pg or family friendly and that was really repositioning the brand and when Vince when I came to interview with Vince he told me that and
I said wow you know I did not even know that would be that's that's a really well kept secret that we need to change and so you know we really started on this great journey and that was really one of the reasons that I came back to work for Vince was this great opportunity to educate the marketplace and grow the brand and tell the story of WWE the scale the storytelling the history the legacy But people didn't know even in the in the business community so we started literally on this journey that began in 2009 and I would say was really initially a b2b effort
it was it was conferences like this it was getting partners like NBC Universal to tell the story of WWE because again there were a lot of misperceptions about our brand they didn't know that we were you know now number one on YouTube they didn't understand the social media following that we were building they didn't realize the rich history of storytelling that were like a movie or like a TV show
so we it was a lot of little things that we've done right ourselves kind of going out to the marketplace into decision-makers to conferences like this
and then it was it was really a lot of marketing on our part about the characters that we have in the ring the stories that we're telling Having John Cena out there doing make-a-wish
having nbc/universal like yesterday at the upfronts telling the advertising community about WWE all of those things
over the last you know eight or nine years have added up to a much greater understanding and awareness of our brand I think our fans always knew what our fans have always been there but I don't know that decision-makers necessarily knew who we were advertisers which again we've made tremendous strides on the advertising front educating them about
who we are and there's no other brand you with more viewership than the NBA and regularly more viewership than any support they're like wow we didn't know that other than the NFL
so once they understood the power of our brand and how you could connect with our audience we've added I mean we have a roster of 200 advertisers now on USA Network and that was not where we were eight or nine years ago and
Laura: on advertisers really big global sponsorships which is really driving our revenue growth 30% resin that just goes our global office so you've actually turned in a sort of world experience did you sort of hone in on why it's now globally accepted I guess yeah
Michelle: I again we've it's taken a lot of work with a ad agencies and brands to educate them but again when they look at the numbers of the global region when you saw in the video we're closing in on 1 billion social media followers around the world so if you're a brand like Snickers or you're a brand like Pepsi or coca-cola and you're looking for targeted engagement but that also gets you scale and can attach your brand to that there aren't a lot of brands out there that can do it on a global basis so again wwe is pretty easy to understand even though there's a lot of nuances to what we do there's a good guy and there's a bad guy somebody loses
somebody wins it's not like American football which I love football but I try to explain it to my friends outside of the US and they're like I don't get it
we're pretty easy to understand so from a brand storytelling perspective brands have found that were great to partner with
Laura: well I think this notion that I think Vince said on the last call when you put a ring in the middle of the room one knows what's about to happen
Michelle: but Riley and Logan you're going to explain cricket rule conflict resolutions pretty straight yeah right so if you guys are going to get in that ring and fight oh it's four okay fine you know what's going to happen exactly sure let's go back to you
Laura: how does Ronda Rousey coming to WWE change your world
Charlotte: it changes everything too well to think that when she was main eventing UFC the first woman ever to think that women to do that in the WWE was unheard of and her interest and our women's division lets us know that we've made an impact not only to our audience but to mainstream superstars or athletes Olympic medalist and that she wanted to be a part of our division and I'm you know anything that brings more eyes on the women in WWE is positive so to think that Rhonda's already made a name for herself and having her be a part of what we do I mean it just makes it that much more special makes it that much more real and to think that this legitimate UFC fighter when people might not know is wrestling real or is it fake and then it the both worlds meet who knows what's you know okay the way
Michelle: athletic credential level of WWE it's not just performance art it's where the badasses not to go in running around this place yeah yeah
Charlotte: so when you go when you think of the WWE Performance Center I am what you call WWE homegrown talent what I mean by that is we have this state-of-the-art training facility slash second part Hollywood backlot so when I first showed up at NXT I had no idea how to do my makeup I had no idea how to wrestle I had no idea how to perform to ask to be a character and everything that you need to become is available at that performance Center so when I first started because I
played sports it was easy to run the ropes and be physical and excel in the weight room but I was like how am I going to do my makeup how am I going to come up with a character I'm being told that I can't woo I can't do anything like my dad yeah you won't so now like I was music I wear a robe but at first they were like you can be nothing like your dad so I'm like what am I doing here I don't know if that's the only thing I really know about wrestling so at the performance center you go six days a week and there's seven different rings and an each ring depending on what class you're in depending you know what level you're at you have a different coach and then to work on a character you have promo class or what you would call acting class and we have the availability upstairs on these computers or computers to watch your match back and then meet with the trainer's to excel and then you know hopefully one day the goal is to make it to the main roster and the Performance Center now we have this third brand NXT where you you actually are on NXT programming now which is only on the WWE Network Which makes the WWE Network you know like you said special with new content and this new shows and then you might see the future superstars who you see main streaming on Raw Smackdown or our major pay-per-views and not most of our talent are either athletes who or wrestlers you've trained all over the world on the independence but for myself I actually they groomed me from day one having no experience and that's all available at our performance center amazing like
Laura: I hope the NXT lets people vote like the more a player on NXT gets voted the more likely they were to come into the big room or in social media  
Michelle: yeah a little media so okay one show we did it was a reality show we did but then now at the only beta social media developing and now I believe it's at WrestleMania as an example with the system that Charlotte's referring to we didn't have that prior to 2010 we would just kind of you know haphazardly find talent or talent would find us now this is you know obviously a process that we go through and right now on WrestleMania just this past WrestleMania 70% of the talent that performed at WrestleMania came through that system so it's proving that it's working and that Paul Levesque Triple A 2 was his brainchild of creating this developmental system is a process for us to continue to create great WWE Superstars so it is absolutely working for us
questions from the audience before I go to my next question? no
okay okay so let's see back to you so tell us about the 10-year deal with Kingdom of Saudi Arabia
none of us saw that comment no it is Charlotte going to get to be on stage in Saudi Arabia in the next decade
Michelle: I certainly hope so have the author only hope so and that would change the world right there I hope so I mean idea enough to do in one lifetime I know in Saudi Arabia model yeah it is on our roadmap put it that way yeah so it's for those of you who honor where we announced about a month and a half ago a deal with the general Sports Authority of Saudi Arabia a 10-year deal to bring WWE to the Middle East to that region and most of us are very familiar with vision 2030 which is the crown prince's plan to have their economy not so reliant on oil and entertainment is one of the things that were that they were looking at so now
I know Laura would grill us five years ago why are you guys doing the social media thing is it ever going to pay off like where's the money yeah I'm like I love to tell her all right here it is Laura here
so in the Middle East we rely and we had long-standing partners with OSN and MBC on television but our real fan base in the Middle East was really on digital and social on Saudi Arabia being one of the biggest markets so as the general Sports Authority of Saudi Arabia was saying what do we want to bring to Saudi Arabia to open up the world ww was on the top of the list which is really interesting based on our fellowship so it's a 10-year agreement were obviously very excited about it we just did our first event there and Sold out a soccer stadium which was you know over 40 50 thousand in attendance it was an amazing success we happen to do it three weeks right after WrestleMania so there the you know the challenges around pulling off something of that scale there's it's amazing what WWE can do It was available in the region on free television and then outside of the US yes it will on the WWE Network and We saw new subscribers come in specifically to see this the greatest Royal Rumble in Saudi Arabia so great success for us certainly on the on the female front you know we obviously have to be respectful of the culture there I'll be making a trip there myself in a month or so to continue our discussion our partnership but we do believe that you can sit on the sidelines of things like that or you can hopefully be part of the change so absolutely we have conversations with them about female performers at some point in the future while still respecting their culture so we do hope
to see that compared to your costume for that that is going to be one heck of a line to walk you Marilyn yes yeah you're her rest and cost you up yet okay so I'm just going to do one more question I'm a director should so where she goes so what goal have not haven't you reached at WWE yet we still want to get done I want to main event WrestleMania I thought you are going to do not a monitor that I thought I when I was in the Silverado main event was you versus not for WrestleMania women have not Mena been Delacorte I did yeah that just think yeah when I first started wrestling my dad told me that a woman would never main event a pay-per-view and it wasn't my dad I mean trying to encourage me you know work really hard and these things will happen but now the women have gone on to main event raw Smackdown I was in the first-ever Hell in a Cell main evented that pay-per-view which every man in the company probably said that would never happen and then we actually sold a show at WrestleMania 32 in front of a hundred and one thousand people at AT&T Stadium and I personally think Oscar and I had the best matches WrestleMania and this is my favorite last meet or this year but on know I want to main event WrestleMania and I think with Ronda star power and how the women are ever evolving and we know since we're no longer divas and we're superstars that'll happen did you see it in the data do you see them over the top rather than doing what's the viewing man we want to see it from Dan over the top we see it and when you're television when we look at our minute by minute ratings and Ron Smackdown that's really how this all started is the women's matches as we were developing the our great athletes and great entertainers all of our viewers wanted to see more of the women's matches so we would look at the ratings the minute-by-minute rating and you would see them go up when the women were performing so again the haida is there on all of the digital data a lot of women are watching and following our product but it's men and women they both you know it's they both enjoy what the women are well I think that is the point that women will all watch the women and some men will watch but the other won't watch the men yeah you end up with bigger and by the way I like doctor like ten people on line waiting my hour to buy my stuff and every man said that he prefers the women's stuff and every girlfriend especially if something is approved like if you went back and watch we were in the first women's Royal Rumble this past year and a lot of the guys were like wow the women's match was better than the men's match because it's the first ever so if we don't I guess over perform or over deliver it's like well we only have a one shot in a male-dominated world there's only so many women in this company and that's and they keep deliberate we will and we think delivering okay so here's what happens next they have an extra 20 minutes but we can't stay in this room so we or anyone in this room is invited to a room at the far end it's our own conference room and for 20 minutes they can answer questions one-on-one you can take pictures with the Magnificent duo here okay fair enough and we're just going to go to a room directly across at the far end for 20 minutes you for having this room thank you