Josh Alexander Explains Why He Debuted in AEW as a Heel

Josh Alexander’s AEW arrival was a big deal—but it didn’t come with a smile. The former TNA World Champion debuted on AEW television as a heel, aligning himself with the Don Callis Family and wasting no time letting fans know he wasn’t there to play nice. And now, he’s finally explained why.

Speaking to SHAK Wrestling, Alexander opened up about why turning heel made the most sense for him. “Yeah, it’s more comfort than easier, because I don’t think anything we do is easy—you’re dealing with live crowds all the time,” he began. “But luckily I’ve had 20 years of experience building up to this point where I debuted in AEW.”

For Alexander, the decision to come in as a villain wasn’t just strategic—it was authentic to how he connects with fans. “I’ve always found that it’s much easier to be hated than it is to be liked—especially for somebody like me. I was the top babyface in TNA. I was the guy there, and it took years of work to kind of solidify myself in that role because I’m not a flashy gimmick, you know what I mean?”

He made it clear that his character has always relied more on grit than theatrics. “My character is not over-the-top, not something that’s going to go viral and connect instantly. I really connect with fans through what I do in the ring—the hard work, the perseverance, and everything I’ve exemplified throughout my career and matches.”

So when it came to stepping into AEW’s spotlight, going heel just made sense. “It’s just an easier path to travel coming in as a heel—establishing that work ethic and the kind of Josh Alexander you’re going to see in the ring. Because I’m treating it like I’m in front of all-new fans, even if a lot of them already know me.”

Alexander also talked about his new alliance with the Don Callis Family and how the faction is becoming one of AEW’s most dangerous units. “You have Konosuke Takeshita… Kyle Fletcher… Lance Archer… now Roppongi Vice. It just makes the group that much bigger and solidifies everyone within it,” he said. And when it comes to Don Callis himself? “For better or worse, he’s the most hated entity in all of AEW, at least to the live crowds. Which makes things fun and easy.”

It’s clear Josh Alexander didn’t come to AEW looking for cheers. He came to make an impact—his way.

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