Toni Storm has spoken candidly about her challenging tenure in WWE, revealing that she felt disconnected due to the absence of clear creative direction. During her time with WWE, which ended abruptly in December 2021 when she requested her release, Storm expressed frustration over being left without guidance on how to develop her character or role within the company. This admission highlights Toni Storm WWE lack direction as a pivotal factor in her decision to leave.
Toni Storm’s Rise in AEW After WWE Departure
Since departing WWE, Toni Storm has achieved significant success in All Elite Wrestling (AEW), where she has embraced a new identity inspired by classic film icons. Storm debuted in AEW in March 2022 and quickly became a fan favorite, securing the AEW Women’s World Championship four times—more reigns and days as champion than any other woman in AEW history. This rise contrasts sharply with her WWE experience, illustrating how creative freedom and clearer roles have benefited her career.
Storm Describes Feeling “Very Lost” Without Direction in WWE
In an interview on the Marking Out podcast, Toni Storm detailed the lack of communication she experienced in WWE, explaining that she was rarely told what to do creatively. Though technical instructions on in-ring performance and television etiquette were given, there was very little guidance on character development or storyline involvement. Storm felt isolated and without direction, despite maintaining complete creative freedom with her persona:
“In the WWE, I don’t think I was told what to do enough. I wasn’t told to do anything, actually. I wasn’t told like, I mean, obviously you were told what to do under certain circumstances. But overall, I don’t feel like I was told what to do enough. I was very lost.I mean, there’s direction in things like, ‘This is how you do it, this is what you do, this is what you do on television, this is cameras.’ But then, I guess in regards to a character — I was never like, I mean they write promos, but like I was just kind of — just did it. I wasn’t really told like, ‘Do this. Today you’re a cat and this is your character. Your name’s bloody Tori Smith.’No one told me anything. And I kept my name the whole time, and it was like I had complete creative freedom to be honest. I saw where others didn’t and others were given things. So it’s a very difficult thing for me to grasp. Am I getting too deep?”
Storm’s uncertainty about her role and lack of structured creative input created a difficult working environment. While she appreciated the creative freedom, it came at the cost of feeling directionless amid the complex WWE system.
Willingness to Embrace Any Character Given by WWE
Despite the confusion, Storm made it clear that she was open to exploring any character WWE might have assigned to her. She stated that if she had been provided with an eccentric or distinctive persona, she would have committed fully to it, expressing frustration that no such direction was ever offered to her:
“I would have done anything, to be honest. That’s the weird thing about this. If they had just given me some mad off-the-wall thing, I would have just 100 percent gone with it. I can honestly say that.”
This reveals Storm’s readiness to adapt and highlights how a lack of proactive creative support likely hindered her progression within WWE.
Implications for WWE and Wrestler Development
Toni Storm’s experience underscores ongoing concerns about WWE’s creative management, especially regarding talent development and character guidance. While WWE maintains a hierarchical and structured approach to storytelling, some wrestlers may feel overwhelmed by vague expectations or insufficient coaching, as Storm described. This absence of clear direction can result in frustration, as performers struggle to find meaningful roles or distinguish their characters.
In contrast, AEW’s model of offering more creative freedom and distinct storytelling opportunities appears to have enabled Storm to flourish both with fans and in championship success. Her journey may prompt WWE and other wrestling organizations to reconsider how they balance creative autonomy with guidance to nurture talent more effectively.
What’s Next for Toni Storm and WWE’s Creative Strategy?
As Toni Storm continues to build her legacy in AEW, her reflections on “very lost” moments in WWE could influence future conversations around wrestler support and creative direction in major promotions. WWE faces increasing competition from AEW and other leagues that offer wrestlers more tailored developmental experiences, which may necessitate internal changes. For Storm, her departure and subsequent rise highlight just how vital direction and creative clarity are in shaping a performer’s success and satisfaction in professional wrestling.
