George Barrios, former co-president of World Wrestling Entertainment (WWE), co-founder and co-CEO of Isos Capital Management, and author of Sometimes Wrong, But Never in Doubt, joins Joe to explore leadership, preparation, reinvention, and what it takes to transform an organization.
This episode examines George’s unconventional path from nearly failing out of high school to becoming one of the key executives behind WWE’s evolution into a global media and entertainment company. George reflects on the influence of his Cuban immigrant parents, the people who redirected his life, and the lessons he carried from each stage of his career.
George also explains why conviction should come from preparation rather than bravado. He shares how deep research, systems thinking, and a willingness to understand every part of a business helped him and Michelle Wilson recognize opportunities others could not yet see.
Joe and George also discuss:
- Why life should be viewed as a movie rather than a single photograph
- How George’s parents shaped his approach to work, learning, and adversity
- Why leaders must understand the box before they can think outside of it
- Why a short presentation may require hundreds of pages of preparation
- The difference between confidence and unsupported certainty
- Why people often want the position but not the work required to earn it
- The emotional journey of building something meaningful
- Why reading widely helps leaders connect ideas across industries
- Why experts can explain how a system works but may struggle to imagine how it could change
- What George learned from working alongside Vince McMahon and Michelle Wilson
- How George thinks about failure, reputation, reinvention, and rewriting the ending
This episode is for leaders, entrepreneurs, and problem-solvers who want to think more deeply, prepare more thoroughly, and pursue difficult work with conviction. It is also for anyone whose life has not followed a straight path and needs the reminder that one bad photograph does not define the entire movie.
Watch the full interview on YouTube
Meet George
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.
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