WWE’s Current Approach to Writing Storylines Revealed

Bruce Prichard is pulling back the curtain on how WWE creative works in 2026 — and according to him, it’s a very different machine than it used to be.

Speaking on the February 21, 2026 episode of Something to Wrestle, Prichard compared today’s creative process to the early days when just a handful of people handled everything from writing to producing. He revealed how WWE has a much more collaborative structure compared to the past.

“You have a lot of different minds pitching ideas, different stories, and different concepts. There was a time when it was just the three of us. We did everything. We talked to the talent. We talked to the producers. We produced it. We wrote it. We handled it all.”

Prichard explained that WWE operates with a full creative team, where multiple voices contribute to shaping storylines across WWE Raw and WWE SmackDown.

“Now you have a team of highly creative people pitching. I wouldn’t say it’s exactly like a Hollywood writers’ room, but it’s pretty close. It’s probably most similar to something like Saturday Night Live.”

He described a collaborative environment where ideas are constantly being pitched and refined. According to Prichard, the structure involves both small creative groups and larger team meetings.

“You’ve got people sitting around pitching ideas, working with talent, seeing how things can fit into the shows, and formatting everything. You’ve got smaller groups working on things, then you come together in a bigger team meeting and pitch ideas. There are lead writers who decide what they think is best. They help outline the show and structure it all.”

For someone who has been part of WWE creative since its earlier eras, the shift is noticeable — especially because many of today’s writers didn’t come up through wrestling.

“For someone who’s been doing this since day one, it’s different. Nothing compares to how it used to be. This process involves a lot of different people, some of whom have never taken a bump. Most of them haven’t. But they have ideas, and they’re able to pitch them.”

Even then, Prichard made it very clear that while the structure may have evolved, the core objective remains the same.

“What’s really changed is the philosophy. The process is still the same in some ways — you take ideas, shape them into a television show, and figure out how to fill three hours of Raw and two hours of SmackDown. It’s simple in concept, but very complex in execution.”

In other words, WWE storytelling in 2026 is more collaborative, more layered, and more corporate than ever — but at its heart, it’s still about turning ideas into weekly television.

Do you prefer the old-school creative model with fewer voices, or the modern writers’ room approach WWE uses today?

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