On August 5, All Elite Wrestling officially announced AEW Heels. The new platform was designed to provide a "secure space" for female fans to "connect, learn and thrive together" and members will have access to virtual meet-and-greets, themed parties and special promotions.
The price of Heels quickly drew criticism, however, as fans must pay a $49 annual subscription fee to access the platform and no monthly or bi-monthly options have been provided.
AEW Chief Brand Officer Brandi Rhodes was recently interviewed by Scott Fishman at TV Insider and she addressed the criticism of Heels.
Rhodes said: "I think the word of mouth on 'Heels' is going to be the best thing for it. After the event on Friday the word about it was positive. There was not a single person of the two hundred and change people who showed up that said I did not get what I expected or asked for... We want to keep the women excited and looking forward to different things. The plans are very much laid out for 'Heels.' We've got a course of action for an entire year here. That course of action can change a little bit as the conditions of the world improves, but I think for now we've got plenty of events and virtual meet-and-greets and contests and cool things for these women. Not just monthly, but weekly... It's a cool thing to talk to each other and motivate each other and share their slices of life and just have fun, which is so much of what is missing in life. These are trying times with current events. If 'Heels' can be the bright light at the end of the tunnel for them, we're happy to do whatever it takes to make it that.
"Another thing for people to know out of the gate is that 'Heels' is not ever going to be something I look to as a super profitable thing. It's not intended to be. It's intended to be something they can count on and grow with and learn with and get something out of. In order to run a multi-faceted platform like that, it costs money. It's not cheap by any means. This is not going to be a huge cash grab for AEW. But it's something fans will love and appreciate, so it's worth all the work and effort. Not everything is about a dollar. Some things are about what's right."