We’re excited to introduce you to the always interesting and insightful Justin Plummer. We hope you’ll enjoy our conversation with Justin below.
Justin, thanks for taking the time to share your stories with us today Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?
They say to make a million bucks in professional wrestling, you have to start with two million. The biggest challenge to profitability is high costs to host each wrestling event, while keeping tickets affordable to all families. Travel costs have sky-rocketed since Covid, which makes bringing in the top talent from across the country has become a major challenge. There has also been a sharp increase in rental prices for venues. In addition to all of this, the state taxes you on ticket revenue, not profit, so even when margins are thin, the tax burden can be high. Throw on top of that the cost of being a licensed promoter, insurance, and bond requirements, and it’s easy to see how many companies end up being unsuccessful in this niche industry.
We’ve been able to remain profitable by creating multiple revenue streams, in addition to live event ticket sales. IWC operates a training school for aspiring professional wrestlers, and has two outlets for digital media sales, including our personally designed IWC Network which gives fans on-demand access to our entire 24 year event video library.
Justin, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My name is Justin Plummer, and I am the owner and promoter of IWC Wrestling which is primarily based out of Pittsburgh, Pennsylvania. IWC Wrestling is an independent wrestling promotion, which basically serves and the minor leagues to the larger, nationally televised wrestling companies. Many stars that you see on television today got their start in companies just like mine! I have been the owner of this company for over ten years and counting. My company’s main product is the offering of monthly live pro wrestling events in the tri-state area. What sets us apart from other similar organizations in the area is our high production value, and that our events consists of not only the top local independent pro wrestlers, but also top breakout independent stars from across the country, with a mix of former WWE Alumni/Pro Wrestling Legends.
Not only am I the owner, but when necessary, I’ve even had the opportunity to step into the ring to compete on several occasions. It may not always be pretty, but I’ll do whatever it takes to entertain the fans and sell tickets!
IWC wrestling also operates the Iron City Wrestling Academy, where aspiring professional wrestlers can get their start and train to become professional wrestlers. Students pay a monthly tuition for a one year program that prepares them for the beginning our their journey into this profession. Our school has been the launching pads for superstars that went on to make a living in professional wrestling by being employed by larger television companies such as WWE and AEW.
We also provide digital content which includes live streaming of our events, and on demand access to our deep historical event library. Several years ago, I was very proud to launch the IWC Network, which is a monthly subscription platform that gives fans access to almost all of our past events with just the click of a button.
Over these past ten years, our biggest challenge was staying in business during the Covid lockdowns and restrictions. While most other independent professional wrestling companies closed their doors, we found creative ways to not only stay in business, but remain profitable while also giving our fans fun experiences that allowed them to temporarily forget about the struggles of that time and have fun with their friends and families. One creative solution that we implemented during Covid worked so well that we continue to do it to this day. While many restrictions made having indoor events nearly impossible, we partnered with other businesses to hold outdoor events, which helped to keep us going, and provided those businesses with the ability to continue to operate in a new and exciting way. We began to hold events at a local drive in theatre, and held matches “drive-in” style, where cars parked around the ring and fans watched, tailgate style. We also partnered with a local minor league baseball team to hold outdoor events under the bright lights of their baseball stadium, which made for some incredibly memorable moments. Things like this allowed us to not only survive the struggles of that time period, but also thrive.
I grew up as a huge professional wrestling fan, idolizing guys like Hulk Hogan and The Ultimate Warrior. As I grew up, I never really let go of that part of my childhood. At some point in my mid twenties, I felt that I had already achieved many of the goals I had set for myself, so I wanted to take it a step further and get involved with my childhood passion, professional wrestling. I discovered IWC Wrestling, and applied to work for the company. After several years of working my way up through the ranks of the organization, I had the opportunity to take ownership. Since that time, I have been able to grow the company beyond I could have imagined, which continues to this day.
I’m very proud to be able to say that I have been able to work with so many wrestling stars that I grew up idolizing. I could never imagine that guys who’s action figures I once played with would one day be working for me. I am also very proud of the platform that I have given to new young stars to be able to perfect their craft and earn opportunities to become well known stars of their own. As a matter of fact, that is probably the most rewarding part of all of this.
One of the first signs that I knew we were beginning to grow and reach a larger fans base was when we were contacted by the producers of Anthony Bourdain: Parts Unknown on CNN to be part of their episode on the Pittsburgh area. This opportunity got us national exposure, and was huge for the morale and motivation of the roster. It showed them that their hard work was being recognized.
Over my 10+ years, we have worked hard to build relationships with the nationally televised wrestling organizations to help our roster get to the next level, which also builds on our reputation and increases our exposure. We are currently excited to be hosting “WWE ID Showcase matches” in 2025. WWE ID is a new branch of the WWE that focused on independent development (ID) to help them identify and prepare future wrestling stars for a potential opportunity on the main roster. We are working very hard to provide a product worthy of this opportunity in hopes that we can continue to elevate young wrestlers to the national stage. And again, the wrestlers success is our success, because it reflects the quality of our organization. Finding win-win scenarios like this are hard to find, but it’s what keeps our company growing.
Outside of wrestling, I also work for a large defense contractor and coach youth football and baseball. My educational background consists of an undergraduate degree from Slippery Rock University, and an MBA from Duquesne University. I also have three young sons that I am very proud of.
Can you share a story from your journey that illustrates your resilience?
Surviving the Covid era as a small business who’s primary source of income comes from live, in-person events is the best example of IWC’s resiliency under my ownership. Not only were we able to stay in business by thinking outside of the box to come up with creative solutions, but we also were able to remain profitable and continue to reinvest and grow the organization.
While most other independent professional wrestling companies closed their doors, we found creative ways to not only stay in business (we may have been the only independent wrestling company in the state to not temporarily close our doors), but remain profitable while also giving our fans fun experiences that allowed them to temporarily forget about the struggles of that time and have fun with their friends and families. One creative solution that we implemented during Covid worked so well that we continue to do it to this day. While many restrictions made having indoor events nearly impossible, we partnered with other businesses to hold outdoor events, which helped to keep us going, and provided those businesses with the ability to continue to operate in a new and exciting way. We began to hold events at a local drive in theatre, and held matches “drive-in” style, where cars parked around the ring and fans watched, tailgate style. We also partnered with a local minor league baseball team to hold outdoor events under the bright lights of their baseball stadium, which made for some incredibly memorable moments. Things like this allowed us to not only survive the struggles of that time period, but also thrive.
Do you have multiple revenue streams – if so, can you talk to us about those streams and how your developed them?
My business has multiple revenue streams, which allows us to be one of the few profitable organizations in our industry.
1. Live event ticket sales.
2. Professional Wrestling Training School
3. Digital Content Sales and live event streaming
Contact Info:
- Website: https://IWCwrestling.com
- Instagram: @IWC_Wrestling
- Facebook: https://www.facebook.com/iwcwrestling
- Twitter: @IWCwrestling
- Youtube: https://www.youtube.com/@iwcprowrestling
Image Credits
Paige Watchey Photography
Bob Piskor Photography