Romy Glazer was one of multiple employees fired by TNA on March 25 alongside Gail Kim, Ariel Shnerner, Rob Kligman, and Michael Shewchenko.
Romy worked in marketing for TNA Wrestling.
On her website, Romy explained how TNA was able to grow its audience in 2024. Romy revealed that TNA's change in marketing led to a "100% subscriber growth of TNA+ in year one," "80%+ increase in live event attendance," and had fans putting TNA in conversations with AEW as the number two brand in the United States.
Romy praised the talent for their work and noted how Joe Hendry going viral, Jordynne Grace appearing in the WWE Royal Rumble, and John Cena posting on Instagram all contributed to TNA's growth.
Romy's full playbook on growing TNA in 2024 can be read below.
The plan
We got to work in April 2024. Together our team created a comprehensive go-to-market plan that focused on:
- Packaging and pricing exercises to ‘right-size’ the streaming service to meet fans where they were, how they wanted to consume content, and ways they interacted with one another.
- Promoting TNA’s content and wrestling storylines to shift fan interest from historical moments to current events.
- Driving sign-ups and live event ticket sales through various marketing channels (owned assets, social media, Google, Meta, TikTok, terrestrial TV, streaming TV, and unique marketing partnerships).
- Building a test-and-learn approach to develop targeted, effective fan promotions.
- Developing high-impact partnerships to grow TNA’s cultural cachet both within and outside its fandom (paid, collaborations, venues, creators).
It takes a village
We also understood early on that TNA’s wrestlers were the core of the brand’s appeal. They are the real stars, and our efforts would ultimately reflect their work and be built on the foundation they created.
Names like Nic Nemeth (fka Dolph Ziggler), Matt and Jeff Hardy, Moose, AJ Francis, Tessa Blanchard, Mike Santana, JDC (fka Fandango), Elijah (fka Elias), Ash By Elegance (fka Dana Brooke), Alisha Edwards, and many others collectively amassed 29.3M total likes, follows, and subscribes across Instagram and X — a staggering amount of fandom.
Talent also brought a network of friends, family, and personal connections we could work with, provided we were good teammates, respectful of the business, and thoughtful in our approach. Ensuring a collaborative relationship across talent and creative was key to a successful outcome.
This massive, engaged audience provided both direct promotional opportunities and a level of positive unpredictability that required us to stay ready for big moments and ensure fans could engage with the brand when they happened.
Beyond having a solid streaming partner in our corner that could handle high volumes of traffic to prepare, we also:
- Moved iMPACT! from an on-demand time slot on TNA+ at 10pm ET to 8pm ET, coinciding with the AXS TV broadcast of TNA’s flagship show. This gave new and old fans globally a chance to watch in real-time with TNA’s limited distribution and second-screen with their friends across X, Reddit, and other communities.
- Formalized a YouTube strategy aimed at allowing new fans to discover TNA for free through our channel, while focusing full-event experiences on TNA+ where an email address and first-party data was required to sign-up — building our email list, allowing us to market more effectively, and creating a flywheel around storylines where all roads lead to a fan being exposed to TNA programming.
- Onboarded a vendor capable of responding to viral moments with immediately available merchandise, ensuring we could capture excitement and interest in real-time.
These efforts ensured TNA was ready whenever big moments happened — from Joe Hendry’s viral success and Jordynne Grace’s NXT appearance, to John Cena’s Instagram post promoting the brand.
The results
- Our modern marketing playbook helped take TNA to new record-breaking heights and in the discussion for the globe’s #2 wrestling promotion, all without major traditional US TV distribution.
- 100% subscriber growth of TNA+ in year one with a 4.55 all-in partnership LTV/CAC ratio in 2024 (users returned 4.55x the revenue to the partnership it cost to acquire them)
- 80%+ increase in live event attendance (TV tapings, TNA+ Live Specials and Pay-Per-Views)
- 500% email list growth (13M newsletters sent in less than a year)
- High-profile brand partnerships (VitaCoco, BLCKSMTH)
- Strategic media buys that contributed to eight consecutive live event sellouts in 2024-25, alongside a powerful existing PR, venue selection and local grassroots machine.
Most importantly, our plan created executive-level confidence to:
- Broadcast TNA’s flagship show iMPACT! live for the first time in eight years.
- Book major arenas (5,000+ attendance) for pay-per-view events, including Long Island New York’s UBS Arena and USC’s Galen Center in 2025.
- Close a ground-breaking talent-sharing and marketing partnership with WWE / TKO.
- Make bigger investments in talent and production quality.
Fightful Select has more details on Romy's departure.
