Still Standing: Lo on Building Wrestling Winedown

Seven years ago, Wrestling Winedown was a two-person podcast with no guarantee it would survive its first year. Today it’s a merchandise brand worn ringside at mainstream and independent shows, a global community of women fans, and the name behind a recent collection with Ring of Honor Pure Champion Lee Moriarty. Lo has run the entire operation solo since 2020. We sat down with her to talk about the moment that almost ended the brand, what representation actually looks like in wrestling merch, and why she’s still not done dreaming bigger.

NLM: Tell us about Wrestling Winedown

Lo: Wrestling Winedown is a Black, female-founded media and merchandise brand dedicated to making professional wrestling more inclusive and fun for women fans. We create wrestling content, host both in-person and virtual community events, and design merchandise that’s made for the girlies, by the girlies.

NLM: Tell us about a major hurdle you faced in building your business and brand

Lo: Wrestling Winedown could have ended when my co-host decided to step away from the podcast in 2020. At the time, it would have been easy to see that as the end of the journey, especially since the brand wasn’t even a year old yet. Instead, I decided to keep going on my own because I believed in the vision and knew there was still so much more I wanted to build. Looking back, I am so glad I made that decision because that was only the beginning. If I would have walked away during that transition period, I wouldn’t have seen Winedown for what is today.

NLM: What gap did you see in the wrestling market that made you want to create your own brand?

Lo: I’ve always loved professional wrestling, but I noticed there weren’t many options that reflected my personal style and other women wrestling fans. I wanted to create merchandise that women would actually be excited to wear and feel confident in. I wanted to showcase that wrestling apparel could be fashionable and feminine and still celebrate the sport we love.

NLM: As a one-woman operation what goes into your business that people never see?

Lo: They see the final product of content, merchandise and events, but they don’t see the countless hours spent brainstorming collections, editing videos, planning events, sending emails or building relationships within the wrestling community. Building a brand has taught me that growth isn’t always visible. Some of the most important progress happens behind the scenes through consistently showing up with a good attitude and learning along the way.

NLM: How does your perspective as a Black woman influence the way you build your brand and community? 

Lo: As a Black woman, I know how meaningful it is to be represented and included.That perspective influences everything I create through Wrestling Winedown. I strive to build a brand where women from all backgrounds feel welcomed, whether they are brand new wrestling fans or have been watching their entire lives. My experiences have shaped my commitment to creating inclusive content, hosting in-person and virtual events where women can gather, network and socialize, and merchandise that helps women express their love of wrestling in a way that feels authentic to them.

NLM: Was there a moment when you realized there needed to be a stronger community for women wrestling fans, and how did that lead to Wrestling Winedown?

Lo: My greatest source of inspiration has always been the women in professional wrestling, both inside and outside of the ring. Women wrestlers continue to break glass ceilings and redefine what is possible, which has been incredibly inspiring to witness as a lifelong fan.

Growing up, I was often nervous to tell people that I loved professional wrestling because I worried they would think it was weird or that it wasn’t something girls were supposed to like. Looking back, that experience is a big part of why I created Wrestling Winedown. I wanted to build the kind of community I wish I had growing up, one where women could celebrate their love of wrestling without feeling like they had to hide it.

The women in the wrestling community inspire me through their passion and genuine love for the sport. They remind me why I create merchandise for them to slay in, produce content that celebrates our shared experiences at wrestling shows, and host events where women can meet, build friendships, and realize they’re not alone in their love of wrestling.

NLM: Tells us about a recent accomplishment, goal or milestone.

Lo: One of my biggest recent accomplishments was collaborating with Ring of Honor Pure Champion Lee Moriarty on an exclusive collection for Wrestling Winedown. It was an exciting opportunity to bring to life a vision that had been on my inspiration board for years alongside someone as talented as Lee, both as a professional wrestler and as an artist. 

NLM: Building a brand takes more patience than people think, especially in an era where social media makes overnight virality look normal. What’s the actual timeline nobody sees when they assume a brand just “blew up”?

Lo: Most brands are built through years of consistency, experimentation, and continuing to show up even when growth feels slow. Lasting success comes from staying committed to your vision and continuing to put in the work, even when the results aren’t immediate.

NLM: What is something you’re really proud of in your industry?

I’m especially proud of how much the women’s wrestling content creator community has grown. When I first started Wrestling Winedown, I could count on two hands the number of women creating content around their love of professional wrestling. Today, it’s hard to keep track, and I couldn’t be happier about that.

NLM: What is a thought or mantra that you lean on?

Lo: I found myself saying two quotes a lot over the last year: “Think Big B****” and another from former Wrestling Winedown guest AnnaRose Kern of Sunnies For Sinners, “Thank you, more please!”

Both serve as reminders that I can be grateful for the opportunities I’ve already been given while still allowing myself to dream bigger. They encourage me to celebrate every milestone, stay open to new possibilities, and never limit myself or my vision for what Wrestling Winedown can become.

NLM: If a woman reading this is sitting on an idea right now, still waiting for the “perfect” moment to start, what do you actually want to say to her?

Lo: Dream bigger than you think you can. Don’t hold yourself back because you don’t think you’re experienced enough, or because you’re waiting for the perfect time. There are so many resources out there, paid and free, to learn and hone your craft. You’re capable of doing amazing things, and you never know where one idea and a leap of faith can lead you.