September 30, 2024 – The Bay Area is no stranger to the vibrant and energetic world of lucha libre, a cultural cornerstone of Mexican entertainment. In the heart of San Jose, Pro Wrestling Revolution is a testament to the enduring passion for this unique combination of athleticism and theatricality. Led by Gabriel Ramirez, this local gym has not only survived the challenges of the pandemic, but has also played a vital role in keeping lucha libre alive while giving back to the community that helped shape it.
In a region rich in Hispanic culture, Pro Wrestling Revolution is more than just a wrestling school; it is a center for cultural preservation and community involvement. When Ramirez turns on the lights in his modest San Jose gym, the room transforms into a stage where wrestlers don vibrant masks and costumes, emulating the heroes and villains of Mexican wrestling lore. “This is theater, this is athletics, it’s acrobatics, it’s like a movie or a comic book, but we have to believe in it,” Ramirez often tells his students.
A passion passed on from generation to generation
Ramirez grew up in San Jose, deeply influenced by wrestling, a passion inherited from his parents, who emigrated from Mexico. His father would take him to wrestling matches at San Jose’s Civic Auditorium, and the magic of masked wrestlers battling in front of a roaring crowd captivated the young Ramirez. “It’s something that’s a big part of our culture,” he says, “how we follow sports, how we express ourselves by cheering for the good guy and booing the bad guy.”
Fifteen years ago, Ramirez transformed that passion into Pro Wrestling Revolution, establishing a space where anyone with a love for wrestling could train to become a professional wrestler. The school quickly became a cultural and athletic touchstone in the community, welcoming aspiring wrestlers from all walks of life. “Everyone wants to see their name in lights,” Ramirez says, reflecting on the dream that drives his students.
From Pandemic setbacks to creative resilience
Pandemic threatened to close the doors on Pro Wrestling Revolution forever. With contact sports banned and revenues stagnant, Ramirez’s dream seemed nailed to the canvas permanently. But, in a twist of fate, wrestling itself came to the rescue. Ramirez began selling custom-made face masks designed in the style of traditional lucha libre masks through his website, lucha-masks.com. The masks quickly became a hit and helped the school stay afloat during one of its toughest challenges.
“If it wasn’t for wrestling,” Ramirez says, “I wouldn’t have the opportunity to keep our doors open.” As the world has returned to a new normal, so has Pro Wrestling Revolution. Students are back in the ring, learning the art of the suplex, the axe handle and other classic moves, under Ramirez’s watchful eye.
The Bay Area’s deep connection to wrestling.
The love for wrestling in the Bay Area runs deep and attracts not only local talent but international stars as well. In 2019, former UFC heavyweight champion Cain Velasquez entered the Pro Wrestling Revolution gym as part of his training for his wrestling debut. Velasquez, born to Mexican immigrant parents, embraced wrestling as a way to connect with his cultural roots. “I always loved wrestling growing up, watching it with my parents,” Velasquez told ESPN. His journey from the UFC octagon to the wrestling ring resonated deeply with fans, emphasizing how wrestling transcends borders and generations.
Wrestling comes to Professional Soccer
While wrestling remains firmly rooted in wrestling, its influence is spreading to other sports, most notably professional soccer. In an exciting fusion of sports entertainment, AEW’s Tony Khan recently hosted a wrestling event just prior to the Jacksonville Jaguars‘ home opener, as reported by Fajador.co. The special two-out-of-three falls pairs wrestling match, held at Flex Field, was part of the Jaguars’ tribute to Hispanic Heritage Month.
Fans were treated to an intense fight between Ring of Honor Pairs Champion Sammy Guevara and Hologram against The Beast Mortos and Matt Taven. The fight, which took place just before the Jaguars kickoff, was a unique way to combine wrestling with the NFL, showcasing the crossover appeal of wrestling in mainstream sports.
As Khan, owner of AEW and the Jaguars, continues to merge his two passions, this event highlighted how wrestling can unite fans of all disciplines. Social media platforms were abuzz with excitement as wrestling and soccer fans came together to celebrate this innovative collaboration. This type of crossover not only raises the visibility of wrestling but also underscores its cultural importance in American sports entertainment.
Hispanic Heritage Shaping the Entertainment Industry
The success of Pro Wrestling Revolution is part of a broader trend in which Hispanic culture is shaping the entertainment industry and generating significant economic impact. According to a recent essay by Rita Ferro, president of global advertising for Disney, the Latino demographic represented 70% of U.S. population growth between 2022 and 2022 y 2023. The U.S. Latino economy grew by 13% between 2022 and 2023. 13 % in 2022 alone 2022reaching a staggering $3.6 trillion. . In the entertainment sector, platforms such as Disney+ and Hulu have seen an increase in Latino participation, particularly through sports content.
“Storytelling is fundamental to our business and the number one reason we strategically invest in rights deals that bring the best sports content to Disney,” writes Ferro, highlighting how partnerships with sports leagues such as La Liga, the NBA and combat sports organizations are designed with Hispanic audiences in mind. This intentional approach not only generates revenue but also strengthens the connection between brands and Latino consumers.
In the sports world, ESPN Deportes and ESPN+ have cultivated a loyal Hispanic fan base, and ESPN’s upcoming flagship app will further enhance the sports experience for diverse audiences. “We recognize that Hispanic fans are a crucial component of our success,” Ferro notes, emphasizing how Disney’s commitment to authentic representation benefits both businesses and communities.
From Small Businesses to Corporate Giants: The Impact of Latino Consumers
The growing influence of Hispanic culture in entertainment has significant financial implications for both small businesses like Pro Wrestling Revolution and corporate giants like Disney. Latino consumers are not only shaping the content that is produced, but also how it is marketed and consumed. With 91% of Latino adults interacting with Disney’s digital and linear platforms, companies are realizing the growing purchasing power and cultural influence of this demographic.
At Ramirez’s gym, the intersection of heritage and opportunity is on display. The lights illuminate the wrestlers, masked and ready, as the legacy of wrestling continues to inspire new generations. For the Bay Area Hispanic community, Pro Wrestling Revolution represents more than just a place to learn wrestling: it is a celebration of cultural pride, resilience and an enduring love for the sport.
As Hispanic influence continues to grow throughout the United States, from entertainment to business, wrestling remains a powerful symbol of that impact. Through companies like Pro Wrestling Revolution, the Bay Area proudly displays its love for wrestling and, in doing so, continues to shape the cultural and economic landscape of entertainment both locally and globally.
