The business of professional wrestling has grown exponentially over the last half-century. What was once considered a regional form of entertainment has now established itself as a global entertainment phenomenon that drives attention with high engagement, morphing the business into a multi-billion-dollar industry. Media coverage of the week-to-week happenings of professional wrestling has also increased by many leaps and bounds, led by the success story of Dave LaGreca and the Busted Open radio program on SiriusXM.
A passion for professional wrestling from an early age led LaGreca to conceptualize moving away from his role with SiriusXM NFL Radio into crafting the defining talk program surrounding all things wrestling. Sixteen years later—and many WrestleManias in between—the satellite radio company expanded on LaGreca’s idea and formed the first-ever 24/7 channel dedicated to the sport of professional wrestling with Pro Wrestling Nation 24/7.
“Pro wrestling right now is definitely in a boom period. Financially, it’s maybe the biggest that it’s ever been, and then the other is the demand from our fans [Busted Open Nation] wanting more,” said LaGreca on why the time was right for a 24/7 dedicated channel on SiriusXM for wrestling fans.
Busted Open was formed in 2009 and grew an immediate audience because of the passion of wrestling fans around the country. The show often ranked as the top sports program for the company and only grew to new heights with the rise of social media and digital media.
Why the Time Was Right for a 24/7 Wrestling Channel
With the expansion of the 24/7 channel, LaGreca was awarded a multi-year contract extension and was thrilled to see something he’d been waiting to see happen for a number of years.
“A year ago, we started the hashtag #BustedOpen247 and it was trending number one in the United States. It was crazy,” explained LaGreca. “Right now, the want is there, but it’s something that we’ve been pushing for a long time.”
As a professional wrestling lifer, LaGreca has seen the dynamics of how people follow wrestling change throughout time. From the territory days through the Monday Night Wars and Attitude Era, and into a new generation embracing social media and digital access, there is no denying that the audience’s desire for professional wrestling conversation has grown massively over time. LaGreca sees the formation of the 24/7 channel on SiriusXM as an example for terrestrial sports radio to follow.
“It’s the biggest hidden secret that there is. The fact that terrestrial radio stays away from it is truly ignorant on their part because it’s global,” said LaGreca. “I’ve been doing this show for 16 years. I still can’t believe that terrestrial radio still has not picked up on it. They’re still living like it’s 1989, and that’s a big reason why terrestrial radio is fading away. They are not picking up on the current trend, and one of the biggest trends right now in 2025 is professional wrestling.”
LaGreca Builds a Talent Roster Fit for the Squared Circle
With the new opportunity to house a 24/7 channel on SiriusXM, the talent roster had to evolve. Additions to the channel include SiriusXM host Sam Roberts bringing his Notsam Wrestling podcast, and former WWE commentator Jonathan Coachman hosting Off the Ropes for a live weekday audience. These additions complement what Busted Open has built a solid foundation on, with room to grow.
“It’s a team effort. I like to say I’m sitting at the table, but there’s a lot of other people sitting at the table as well,” said LaGreca. “Any ideas of how to make this channel bigger and how to get broader appeal—we’re all ears. It’s an open discussion.”
Since the debut of Busted Open in 2009 and the adaptations of digital media, there has been a groundswell of digital creators choosing wrestling to form content on social media, podcasts, and streaming video platforms like YouTube. LaGreca noted that he pays attention to as many voices as he can in the IWC (Internet Wrestling Community) and seeks out who could contribute to content on SiriusXM in the future.
“I feel a lot of pride, and I’m honored that there are people taking an idea that I created and are taking it to the next level,” said LaGreca. “Pro wrestling is a community. We may argue and we may fight, but we’re also a community where we stand with one another and we support one another. I give this platform as an opportunity for other people. I’ve had hosts of other podcasts or YouTubers on this show because I want to support them as well. It’s important that we support our community.”
Balancing Content Approach in a Tribal Environment
While many casual viewers of professional wrestling may only be familiar with one company or another, there have been several longstanding and successful outlets throughout the world. With so many options and storylines, followers of the entertainment do tend to become tribal with their emotional attachment to a certain company or performer.
“Anybody that’s truly passionate—they’re going to talk about it, and they’re also going to speak against the other form of what they think is rivalry or competition. I understand that,” explained LaGreca. “I try not to get caught up in the tribalism. It’s very difficult to do. I watch everything, so I give my honest opinion on every product, show, and company.”
What helps reinforce LaGreca’s position is the cast of former wrestlers on the 24/7 network. Hall of Fame legends such as Bully Ray, Mark Henry, and Tommy Dreamer provide inside analysis, much like any former athlete on any other sports talk program.
“That’s the dynamic of the show. It’s the fan and the wrestler,” said LaGreca. “We’re not always going to see eye to eye; we’re going to have different opinions. I am always going to speak as the fan, and they’re going to speak as the wrestler. That’s the dynamic that makes this brand really work.”
LaGreca Becoming Part of the WWE Wrestlemania Storyline
Last year, LaGreca was not only dissecting the storylines of WWE’s road to WrestleMania with Cody Rhodes chasing his first-ever world championship, but he became part of the storyline. Known for his passionate attachment to Rhodes’ character, when The Rock was inserted into the WrestleMania storyline it led to one of LaGreca’s finest rants of his career. The footage was not only broadcast on social media but also included in promos by WWE leading up to the climactic finish in Philadelphia.
“I was truly pissed off at The Rock. I was upset about the direction WWE was going, and I went on the air and vented. That wasn’t planned. WWE didn’t ask me to do it. The Rock certainly didn’t ask me to do it. That was authentic and 100% real,” noted LaGreca. “I hit The Rock’s Instagram and I saw him cutting a promo on me. I had no idea it was coming out; nobody gave me a heads up. I saw it in real time like everybody else.”
Professional wrestling has always been known for blurring the lines between real and storyline, often termed kayfabe—the portrayal of staged events within the wrestling industry as “real” or “true.” Later this month, WWE will—for the first time—showcase the behind-the-scenes process of how story is crafted in a Netflix series called Unreal. While social media has already chipped away at kayfabe for many years, LaGreca feels this move is a step too far.
“I hate it, I really do,” said LaGreca. “I want to believe in the magic. Do I know pro wrestling is pre-determined? Yes. Do I need it thrown in my face? Absolutely not. Going behind the scenes and pulling back the curtain that far—to me I have an issue with it, and I will always have a problem with it.”
The magic of professional wrestling undoubtedly has brought more consumers to view, engage, and dedicate more time to the industry than ever before. What began with its roots in carnival culture in the early 1900s has now blossomed into a money-making giant in entertainment, sports, and popular culture. The time is indeed now, and LaGreca’s vision for a program to share his passion for professional wrestling continues to expand right along with it on SiriusXM.
“This has been my dream, and it’s become a reality. We’re not taking our foot off the pedal,” said LaGreca. “We have a team that we have assembled that has the same mindset as I do. This is just going to get bigger and better. As time goes on, we want this to be the go-to place for all wrestling fans to get their information from.”
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John Mamola is the sports editor and columnist for Barrett Media. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. Honored to be a five-time recognized top 20 program director in a major market via Barrett Media and honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL). Connect with John by email at John@BarrettMedia.com.
