Nearly three decades after one of wrestling’s most iconic moments, WWE Hall of Famer JBL has opened up about his “not the brightest outlook” for WWE following Hulk Hogan’s shocking heel turn at WCW’s Bash at the Beach in 1996. Hogan’s alliance with Kevin Nash and Scott Hall to form the New World Order (nWo) sent seismic waves through the wrestling world, leaving even WWE stars like JBL concerned about the future of their company.

JBL, who discussed the moment on the popular podcast Something to Wrestle with Bruce Prichard, described the period surrounding Hogan’s heel turn as a tumultuous and uncertain time in professional wrestling. “I’d never gone through a war like that,” JBL admitted. “A lot of guys hadn’t, but I’d never seen guys leaving territories before. And all of a sudden, Hogan shows up as a heel? I thought we were dead.” His comments reflect the widespread shock in WWE locker rooms and among fans as the seemingly invincible Hulk Hogan turned villainous overnight, shifting the balance of wrestling power in favor of WCW[1].

The nWo storyline, which began at Bash at the Beach on July 7, 1996, is still heralded as one of wrestling’s greatest angles. Today, the formation of the faction is seen as a groundbreaking moment that catalyzed the “Monday Night War” – the intense ratings battle between WWE Monday Night Raw and WCW Monday Nitro during the mid-to-late ‘90s. According to JBL, Hogan played a crucial role during this era, helping reinvigorate the wrestling business when it was widely perceived as “dead.” He said in another interview, “He comes back in the ’90s and creates the Attitude Era when the business was dead. He didn’t create it, but he was one of the main figures. Just like he didn’t create WrestleMania, but he was one of the main figures. We owe him a massive debt in this business.”[2]

Despite his initial fears, JBL witnessed WWE’s remarkable resurgence starting in late 1997 and into 1998. The company would ultimately win the Monday Night War, as the nWo storyline and WCW’s dominance began to fade without a lasting resolution. By 2002, the rivalry came full circle when Hogan reunited with Hall and Nash within WWE’s fold, briefly resurrecting the nWo faction alongside JBL himself as a co-worker[1].

Industry insiders and wrestling historians often credit the nWo angle with elevating storytelling and character complexity within wrestling, bringing a modern edge that WWE would integrate into its Attitude Era product. Bruce Prichard, known for his producing and on-air roles in WWE, has also discussed Hogan’s heel turn from a business perspective, emphasizing its pivotal nature in adapting wrestling to new audience expectations[4].

While fans today remember Hulk Hogan’s legacy as complicated—especially in recent years—moments like Bash at the Beach 1996 remain untarnished highlights that changed wrestling forever. JBL’s reflections offer not only a glimpse into the backstage anxiety of that era but also a testament to Hogan’s lasting impact on the sports entertainment industry.

Backstage Perspective

According to a source close to WWE, “JBL’s honesty about feeling like WWE was ‘dead’ after Hogan’s heel turn speaks volumes about the uncertainty backstage. It was a huge jolt to everyone inside the company because Hogan was such a cornerstone for WWE.” The source adds that JBL’s eventual acceptance of the new landscape paralleled WWE’s reinvention strategies that led to its ultimate victory in the ratings war.

JBL’s insights also shed light on how wrestling veterans adapt to industry upheavals. “Wrestling’s history is filled with moments where stars jump ship or turn heel, shaking up the dynamics,” the source said. “But JBL and the WWE locker room’s resilience helped the company evolve beyond that shock.”

Conclusion

Hulk Hogan’s heel turn at WCW Bash at the Beach in 1996 was a defining moment for professional wrestling, sparking both fear and hope among WWE superstars and officials. WWE Hall of Famer JBL’s candid reflections on that time reveal the backstage tension and the eventual triumph of WWE’s creative evolution. Nearly 30 years later, the nWo formation remains a landmark event remembered for changing the wrestling industry forever.

For quotes from JBL, credit goes to “Something to Wrestle” with a hat tip to Wrestling Inc. and Sportskeeda Wrestling for transcription.