John Cena has acknowledged that his WWE heel turn can be considered a creative failure, though he has no regrets about agreeing to the change during his final run as an in-ring competitor.
Speaking with Graham “GSM” Matthews on Friday, Cena drew a clear line between the business results and the creative reception. While noting that WWE continued selling out arenas and posting strong viewership, he understood the criticism directed at how his character was handled.
“As far as, ‘Did it work?’ There are a lot of aspects to that. From a business side, we didn’t have a seat left. People watched in numbers. I don’t know if it didn’t work from a business standpoint, but then there a creative standpoint. Sometimes, blockbuster movies are poorly reviewed by critics. I understand where, critically, people are like, ‘This isn’t what I wanted.’ Intrinsically, I would’ve loved to have a chance to literally ruin wrestling. To wrestle so poorly that people just wanted to see me go and wanted to see a hero thwart me. We didn’t have that kind of time, and that would not have been good for business. That would’ve made people stop coming to shows and the numbers go down.
“I’m grateful that I had good guidance and mentors. I’m also accountable for critiques. Long and short, I’m glad to have done it. I never asked for [the heel turn]. It wasn’t my idea. It was Paul’s idea. He asked me, and two seconds later, I said yes. Just like facing Brock or tapping out to Gunther. ‘Yes.’ That’s how I do business. Yes, just let me tell the story my way. If we never did it, I would’ve been fine. In reflecting, I wouldn’t change a thing. I’m glad we got to do it because it helps me now when I speak to younger talent and say, ‘Be bold. Take chances. Don’t worry about failing.’ I come from a place of activity, not a place of privilege where I’m in some sort of protective bubble. A lot of folks will say, ‘The heel turn failed.’ Okay, I accept that as a failure, but I swung boldly. A lot of folks were upset with the finish of the last match. I accept that critique, and I feel great that I swung boldly in my final moment.”
Those comments corroborate earlier remarks from The Rock, who revealed that Triple H pitched the heel turn while discussing creative plans for Elimination Chamber.
The turn officially unfolded on March 1 at Elimination Chamber 2025, where Cena won the men’s Elimination Chamber match to earn a shot at the Undisputed WWE Championship. Minutes later, he attacked Cody Rhodes and aligned with The Rock and Travis Scott.
At WrestleMania 41 on April 20, Cena defeated Rhodes to capture the Undisputed WWE Championship, becoming a 17-time world champion. Over the months that followed, his character vowed to “ruin wrestling” and retire with the title still around his waist.
The turn lasted only five months. On the August 1 episode of SmackDown, WWE promoted the return of the “real” Cena ahead of his rematch against Rhodes. Two days later at SummerSlam, he dropped the title back to Rhodes.
Cena officially retired on December 13, 2025, concluding his in-ring career with a submission loss to Gunther via sleeper hold at Saturday Night’s Main Event, and has since transitioned into an ambassador role with WWE.