Never in Doubt: A Strategy Playbook From Former WWE President George Barrios

Note: This episode contains some strong language.

When a recruiter called George Barrios about a CFO job, George was treasurer of The New York Times Company. His verbatim reaction when he heard the company was WWE: "are you fucking kidding me?" He took the role anyway. Twelve years later, the stock had gone from around $15 to $100, and he had helped engineer the largest acquisition in sports entertainment history.

In this episode of the Strategy and Leadership Podcast, Anthony C. Taylor speaks with George Barrios, former Co-President and Board Member of WWE, Co-Founder and Co-CEO of Isos Capital, and author of Sometimes Wrong but Never in Doubt, about how deep preparation builds the conviction to act when everyone says you are wrong. George and his business partner Michelle Wilson took WWE from a roughly $1 billion North American event business to the company that anchored the $9.3 billion merger with UFC to form TKO Group.

Anthony and George explore the insight that the entire industry rejected, why being right when everyone else is wrong is the only kind of right that matters, how over 1,100 meetings in three and a half years changed the market's mind, and what it takes to rebuild after being fired in front of your whole industry. The conversation also goes deep on the research method behind every decision George makes, the partnership dynamic with Vince McMahon, and how he now applies the WWE playbook across La Liga, Ligue 1, and the WTA.

What You Will Learn in This Episode

• How George and Michelle Wilson took WWE from roughly $1 billion to a $9.3 billion valuation
• Why deep preparation, not self-confidence, is the real source of conviction
• The insight about live content that the entire industry insisted was wrong
• Why being right when everyone else is wrong is where the value lives
• How to win hearts, minds, and wallets when selling a vision nobody believes
• What over 1,100 meetings in three and a half years actually accomplished
• How to survive a public failure that hammers your stock and your credibility
• The research method George uses to understand a business before setting strategy
• How George rebuilt after being fired publicly and then called back to finish the deal

About George Barrios

George Barrios is a business leader, investor, and operator working at the intersection of sports, media, and technology. He is Co-Founder and Co-CEO of Isos Capital, where he invests in growth opportunities across sports, entertainment, and media.

He is also an investor in and Director of Global Sport Group (GSG), a CVC-backed sports investment platform whose portfolio includes La Liga, Ligue 1, the WTA, and Equine Network. In addition, he is an investor in and Co-Chair of Equine Network, and serves as a Trustee of the University of Connecticut.

George is best known for his tenure as Co-President and Board Member of WWE, where he helped transform the company into a global, multi-platform entertainment business. Under his leadership, WWE expanded its direct-to-consumer strategy, scaled its digital and social presence, and helped lay the groundwork and lead the company's merger with UFC to form TKO Group.

Earlier in his career, George held senior executive roles at The New York Times Company, Time Warner, HBO, and Praxair, building deep experience across finance, strategy, and innovation.

He has also served on the boards of Make-A-Wish America, WWE, and Bowlero, and previously served as Chair of the national Make-A-Wish Foundation. He holds an MBA from the University of Connecticut School of Business. A first-generation Cuban American raised in Queens, New York, he is the author of Sometimes Wrong but Never in Doubt.

Connect with George Barrios

Website: https://georgebarrios.com

LinkedIn: https://www.linkedin.com/in/georgebarrios/

About the Strategy and Leadership Podcast

The Strategy and Leadership Podcast is hosted by Anthony C. Taylor, a strategic advisor to mid-market leadership teams ($30M to $300M) across North America.

Anthony works directly with CEOs and senior leaders to help them align their teams, clarify priorities, and execute strategy effectively in complex organizations.

On this show, he interviews founders, executives, and industry leaders about what actually works when strategy has to survive execution.

Strategy Resources for Leaders

Work with a Strategic Planning Facilitator: https://www.smestrategy.net/strategic-planning-facilitator

Connect with Anthony Taylor on LinkedIn: https://www.linkedin.com/in/anthonyctaylor604/

Produced by Rednyne Productions: https://www.rednyne.com