September 30, 2024 – The Bay Area is no stranger to the vibrant and high-energy world of lucha libre, a cultural cornerstone of Mexican entertainment. In the heart of San Jose, California, Pro Wrestling Revolution stands as a testament to the enduring passion for this unique blend of athleticism and theatrics. 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 with Hispanic culture, Pro Wrestling Revolution is more than just a wrestling school; it’s a hub for cultural preservation and community engagement. As Ramirez flips 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 theatrics, this is athleticism, it’s stunts, it’s like a movie or comic book—but we have to believe in it,” Ramirez often tells his students.
A Passion Passed Down Through Generations
Ramirez grew up in San Jose, deeply influenced by lucha libre—a passion passed down from his parents, who immigrated from Mexico. His father would take him to lucha matches at the San Jose Civic Auditorium, and the magic of masked wrestlers battling it out in front of roaring crowds captivated young Ramirez. “It’s something that’s a huge 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 lucha libre 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
The pandemic threatened to close the doors of Pro Wrestling Revolution for good. With contact sports banned and income grinding to a halt, Ramirez’s dream seemed like it might be pinned to the mat permanently. But, in a twist of fate, lucha libre 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, helping the school stay afloat through one of its toughest challenges.
“If it wasn’t for lucha libre,” Ramirez says, “I wouldn’t have the opportunity to keep our doors open.” As the world has returned to a new normal, so too has Pro Wrestling Revolution. Students are back in the ring, learning the art of the suplex, the axe handle, and other classic moves, under the watchful eye of Ramirez.
The Bay Area’s Deep Connection to Lucha Libre
The love for lucha libre in the Bay Area runs deep, attracting not just local talent but international stars. In 2019, former UFC Heavyweight Champion Cain Velasquez stepped into the Pro Wrestling Revolution gym as part of his training for a lucha libre debut. Velasquez, born to Mexican immigrant parents, embraced lucha libre as a way to connect with his cultural roots. “I’ve always loved lucha libre growing up, watching it with my parents,” Velasquez told ESPN. His journey from the UFC octagon to the lucha libre ring resonated deeply with fans, emphasizing how lucha transcends borders and generations.
Lucha Libre Crosses into Professional Football
While lucha libre remains firmly rooted in wrestling, its influence is slipping into other sports—most notably professional football . In an exciting fusion of sports entertainment, AEW’s Tony Khan recently organized a lucha libre event just before the Jacksonville Jaguars’ home opener, as reported by Fajador.co. The special two-out-of-three falls lucha libre tag team match, held at Flex Field, was part of the Jaguars’ tribute to Hispanic Heritage Month.
Fans were treated to an intense match between Ring of Honor Tag Team Champion Sammy Guevara and Hologram against The Beast Mortos and Matt Taven. The bout, which took place right before the Jaguars’ kickoff, was a unique way of blending lucha libre with the NFL, showing the crossover appeal of wrestling in mainstream sports.
As Khan, who owns both AEW and the Jaguars, continues to merge his two passions, this event highlighted how lucha libre can unite fans across disciplines. Social media platforms were buzzing with excitement, as wrestling and football fans came together to celebrate this innovative collaboration. This type of crossover not only elevates the visibility of lucha libre but also underscores its cultural significance in American sports entertainment.
Hispanic Heritage Shaping the Entertainment Industry
Pro Wrestling Revolution’s success is part of a broader trend where Hispanic culture is shaping the entertainment industry—and driving significant economic impact. According to a recent essay by Rita Ferro, president of global advertising at Disney, the Latino demographic accounted for 70% of the U.S. population growth between 2022 and 2023. The U.S. Latino economy grew by 13% in 2022 alone, reaching a staggering $3.6 trillion. In the entertainment sector, platforms like Disney+ and Hulu have seen an uptick in Latino engagement, particularly through sports content.
“Storytelling is central to our business, and the No. 1 reason why we strategically invest in rights agreements that bring the best sports content to Disney,” Ferro writes, highlighting how partnerships with sports leagues like La Liga, the NBA, and combat sports organizations are crafted with Hispanic audiences in mind. This intentional approach not only drives 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 the forthcoming flagship ESPN 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 rising 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 what content gets produced but also how it’s marketed and consumed. With 91% of Latino adults engaging with Disney’s digital and linear platforms, companies are taking notice of the growing spending power and cultural influence of this demographic.
In Ramirez’s gym, the intersection of heritage and opportunity is on full display. The lights shine down on the wrestlers, masked and ready, while the legacy of lucha libre continues to inspire new generations. For the Bay Area’s Hispanic community, Pro Wrestling Revolution represents more than just a place to learn wrestling—it’s a celebration of cultural pride, resilience, and the enduring love of the sport.
As the Hispanic influence continues to grow across the U.S., from entertainment to business, lucha libre remains a powerful symbol of that impact. Through companies like Pro Wrestling Revolution, the Bay Area proudly showcases its love for lucha libre, and in doing so, continues to shape the cultural and economic landscape of both local and global entertainment.
