Starting a new business is extremely risky. Going into business against an internationally successful company compounds that risk exponentially. Still, that is exactly what Jerry and Jeff Jarrett did when they started their company, Total Nonstop Action.

TNA is a wrestling company, but this isn’t about wrestling. It’s about a small group of people who are making a business successful against the odds. It’s about a great business plan and dedicated people.

Jerry Jarrett and son Jeff were lifers in the wrestling industry, having run and starred in many companies over the years. In 2002, the Jarretts started their company against the odds and against the hugely successful and star-filled WWE (aka the only game in town). The early company has been described as a skeleton crew, with non-specific job titles, basically covering whatever needed to be covered. One such example is Jeremy Borash, TNA’s second employee hired. Borash has been a ring announcer, broadcaster, video editor, show writer and more.

Conventional wisdom would state that a weekly television spot would build an audience. However, the Jarretts needed to keep costs at a minimum. They decided to hold weekly pay-per-views filmed at the Tennessee State Fairgrounds in Nashville, TN. These pay-per-views were obviously more frequent, but priced much lower than the sports entertainment norm. The buy-rates built slowly but steadily over the next two years. They landed a spot on Fox Sports Net in 2004 before finding a long-term home on Spike TV in October 2005. Last year, the consistently growing ratings allowed them to move to prime time on Spike TV.

Another unique part of their business model is TNAU (TNA University). This was developed for fans to help promote the product, while developing their business skills and gaining experience in many areas (marketing, advertising, radio, TV, …). College students start chapters on their campuses. The program encourages and rewards creativity. This concept is really brilliant. TNA is capturing huge numbers of college-age fans while getting some great extra local-level promotion. With over 150 chapters in North America, it is clear where their future fan base originates.

Last weekend, TNA held its first pay-per-view in Chicago and sold out the Sears Centre. It was a star-studded event featuring the return of Jeff Jarrett, who had taken a leave while his wife battled breast cancer. Jarrett’s wife died in May of 2007, and his return this month (Breast Cancer Awareness month) was timed to raise awareness and funds through a special t-shirt sale, with all revenue from sales going to the Susan G. Komen Foundation.

At a pre-event press conference, I talked to Christy Hemme. A veteran of the business, Hemme talked about the easier travel schedule in this company. Lighter travel keeps the talent fresher, healthier and happier. A California girl at heart, Hemme was excited to visit Chicago.

It’s great to see a company like this succeed. In a strange way, this story reminds me of a company which started a few years ago. Global Traveler was founded by an industry lifer who surrounded himself with loyal, dedicated and multi-functional people. I was one of those people. As GT finishes its 5th year, I am proud to have been a part of it all, just as the Jarretts should be proud of their company. They had the vision and they are making it happen. -John Wroblewski, distribution specialist