Barrios played a significant role in the growth of WWE, helping to expand the company from an $800 million wrestling enterprise into a $9.3 billion multi-platform, international sports and entertainment giant during his tenure. He aimed to impart lessons from what goes on behind closed doors at WWE in his book.
The Saudi Arabia Deal
Barrios’ new book highlights a particularly harrowing trip to Saudi Arabia to close a pivotal deal for WWE to bring wrestling entertainment to the kingdom. This occurred as the company was in the final stages of the agreement when journalist Jamal Khashoggi was assassinated at the Saudi consulate in Istanbul in October 2018. Khashoggi’s death was widely believed to be at the behest of the Saudi Crown Prince, causing significant nervousness within WWE about proceeding with the deal.
Sensing the deal was on the verge of collapsing, Barrios agreed to travel to Saudi Arabia to salvage it. Before entering the country, he was required to sign a disclaimer acknowledging that infractions such as drinking alcohol, showing public affection, or viewing pornography were punishable by death.
“The car drove us straight to a compound that was something out of a movie. Roving guards were everywhere. They carried machine guns and wore bandoliers of ammunition …I have never been so uncomfortable before, or since.”
Barrios and a WWE colleague met with an official who, through a translator, expressed anger, stating the wrestling empire was asking for too much in negotiations. During the intense discussions, guards carrying machine guns and long, black, tactical knives repeatedly entered the room where Barrios and his colleague were working.
“I remember thinking, ‘This cannot be happening. What the f*&k was I thinking coming here in the middle of the night?’”
Despite the tense atmosphere, the deal was eventually approved. The WWE team was then invited to a banquet. Afterward, a still-shaken Barrios left Saudi Arabia on the first available plane at 4 a.m.
Behind the Book
Barrios’ book, which was five years in the works was originally conceived as a how-to guide for business. However, it evolved into a deeper exploration of the factors that gave him the courage to excel, even during difficult times. He emphasizes the importance of bold yet thoughtful decision-making, resilience, and reinvention.
“The book was a labor of love, and hate. It was five years in the works and the fact that it’s done is rewarding and a nice relief.”
Offering advice for success, Barrios stated:
“If you’re going to do hard things have confidence you can do them. But you also have to do the hard work.”
He added, “I’ve always been able to bet on myself.” He also reflected on the challenges of leadership:
“It’s the loneliest feeling in the world to find yourself standing up when everybody else is sitting down. To have everybody look at you and say, ‘What’s the matter with him?’ I know what it feels like.”
Barrios also uses his own life as an example of overcoming adversity:
“I’m living proof that you can start with nothing in life. You can get punched in the face, ridiculed by the media, fired from a job you love. So what? Life sucks sometimes. That’s a fact. But if you’re willing to get back up each time, to punch back…if you’ve got good people around you, people you love and who love you back, if you keep moving forward always, then you are a hero…Bottom line, it’s all up to you.”
Looking back at his experiences, Barrios says, “Life, as I’ve learned, always has more to throw at you. You know what I say? Bring it on.”
Early Career and UConn Roots
Barrios, described as a Cuban kid from Queens, earned two degrees from the University of Connecticut: a bachelor’s degree with a major in economics in 1987 and an MBA in finance in 1989. His family provided significant 'role models' for his life.
Before joining WWE in 2008, Barrios held senior financial and general management roles at The New York Times Co., Praxair, and Time-Warner. His first big job was at Time-Warner, where he collaborated with a colleague who had an MBA from Wharton. Barrios quickly realized he possessed all the necessary tools to succeed, comparable to his Ivy League educated peers.
“My first big job was at Time-Warner and all the other employees were Ivy League MBAs. About six months in I came to realize that I know everything they know. I had all the tools I needed to succeed.”
During one collaboration on a P&L analysis, his colleague asked, “Let’s divvy up the workload. Which do you want to do? The P&L or the income statement?” Barrios immediately corrected him, stating, “The P&L is the income statement!” He writes about this realization, noting that while he didn’t attend Harvard or play lacrosse at boarding school, he had something different:
“What I had instead were brains and an edge. I was grittier. Tougher. More real.”
Beyond his academic and professional growth, UConn holds personal significance for Barrios as it is where he met his wife, Carol. Carol Barrios, who earned a degree from UConn (BUS) in 1988 and an MBA in 1997 is described by George as his rock.
“Everyone should have a Carol in their life, a life partner who always has your back and provides you with beautiful, talented kids, unflinching assessments, the truth and a home!”
George Barrios previously spoke during the 2015 SXSW Music, Film + Interactive Festival at Four Seasons Hotel on March 15, 2015, in Austin, Texas.
