Despite Generating $1.5 Billion Fortune With XFL and Tequila, Dwayne Johnson’s Biggest Business Failure Remains the Closest to His Heart

Apart from being a renowned name in WWE and Hollywood, Dwayne Johnson, AKA The Rock, has also been incredibly excellent in the business sphere. With a track record to speak for itself with Teremana Tequila and XFL, he is associated with several other ventures. However, ‘The Great One’ once failed to reach expectations in one of his ventures.

When Johnson and his ex-wife Dany Garcia, outlined their intentions to start the biggest bodybuilding expo of all time, hopes were high. However, the execution stage didn’t go ahead and the business partners failed to capitalize on the opportunity. Hence, it remains as one of The Rock’s rare failures.

What went wrong with Athleticon and why did it fail?

Athleticon was first launched in 2019 with Dani Garcia and Dwayne Johnson claiming it to be the biggest fitness and entertainment expo. The fitness event had announced the dates of 9-11 October 2020 for its first event. Athleticon was reported to be the host of several fitness and sporting events.

The event consisted of both amateur and professional competitions. However, this decision brought in a lot of controversies and negative reactions from the public, since two big amateur and professional events already existed. While Athleticon may have gone ahead despite the reception, another factor threw a spanner in the works.

That very year, Covid-19 dismantled the landscape of the world and Johnson’s plans for Athleticon fell flat. The 2021 date fell on the same weekend as Olympia, the biggest bodybuilding event of all time. This clash forced Athleticon to scrap their plans and set a date for 2022. Unfortunately, the event never took place in 2022. The status of the event is in limbo, with no further announcements in the offing.

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Despite experiencing failure with one of his businesses, the Hollywood star has a track record of overcoming obstacles and paving the road to success himself.

The Rock helped Applebees stave off bankruptcy with his shrewdness

During the pandemic, the popular food chain Applebees experienced operational difficulties that forced them to the brink of bankruptcy. Dwayne Johnson swooped in to salvage the business with his unique idea. The popular food chain brand inked a deal with the Hollywood star to inculcate Johnson’s tequila brand, Teremana Tequila, as a tropical beverage in its outlets.

This calculated move paid huge dividends for Applebees as business boomed and the chain regained its customer base. The business suaveness of The Rock certainly helped himself and the business to turn abject failure into enormous successes. Who’s to say that Johnson can’t recreate the magic for Athleticon?

Despite it being a deep desire for Johnson, the former WWE star failed to catapult it into action. What do you make of Athleticon’s failure? Let us know in the comments section below.

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