This year, the owners of New South Pro Wrestling made a deliberate decision to bet on themselves with higher investments, broader promotions and more shows than ever before. Those decisions have culminated in the company’s biggest anniversary show yet, set for Aug. 8 at The Venue at Coosa Landing.
For New South partner Jason Coleman, the event represents more than another wrestling card. It’s another milestone for a company that began with a small hometown show in Hartselle and has grown into a traveling promotion.
When Dump Sanders, one of the original partners who established New South in 2015, invited Coleman to one of his shows, Coleman had been inactive in the wrestling rink for five years.
“He messaged me on Facebook to try to come watch a show and check it out, they’re doing something cool” Coleman said. “I was like, man, this would be cool if I ever got back into wrestling; I would wrestle here.
Months later, Sanders reached out after another wrestler was unable to make an event. Despite some hesitation, Coleman, aka Cabana Man Dad, agreed to step out of retirement and back into the ring. What was meant to be a one-time appearance turned into a nine-year return to the ring.
“The best thing in the world is that energy from the crowd and this organic feeling like you just did something so emotional people in the crowd are crying,” Coleman said. “Like, they have just forgotten that it’s a show and they’re invested with you. There’s just nothing better than that.”
Although Coleman retired last year, he remains deeply involved with New South, taking on a new role behind the scenes. A role that has changed drastically in the last 20 years since he began his pro wrestling career.
“I wear the promoter’s hat mostly now,” Coleman said. “We have one partner that does the booking of talent and putting together cards, and the third partner goes after sponsorships and partnerships.”
The company has continued to expand its reach since becoming a traveling promotion in 2021, the only one in Alabama, according to Coleman. The company hauls its own ring from city to city, setting it up before each event and breaking it down after the crowd leaves.
That mobility has allowed New South to perform across the Southeast, hosting more shows than ever and, making this its busiest and most successful year to date. The expansion has allowed New South to branch out more, bringing in nationally recognized talent, international connections and establishing a women’s division.
That small town league will see its vision come together at the anniversary show on Aug. 8, which Coleman compared to the “Royal Rumble.” It serves as the company’s biggest event of the year, where major storylines conclude, championships can change hands and anything can happen.
“You’re pretty much a trained stunt man; all of it’s real, and anything can kill you,” Coleman said. “Wrestling is like a live-action movie with one take, and you’re the actor and the stuntman at the same time.”
Growth hasn’t changed the partners’ long-term vision. Coleman said they hope to eventually produce weekly episodic content that builds storylines leading into major events.
“We don’t have anything that builds up to when we come to Gadsden,” Coleman said. “So, if we have something that’s episodic, everybody can watch it and follow us wherever we go, instead of just showing up at a show and being excited. They’ll actually know what’s going on.”
The anniversary show will feature three women’s matches, including appearances by Stardom Joshi wrestlers from Japan, former WWE star Matt Riddle teaming with WWE developmental wrestler Stallion Rodgers. Fans will also see a double bull rope tug match, where two teams are connected by bull ropes with a cowbell in the center, featuring Bama’s Best against The Program.
The night’s main event will pit Wall Tyler Stevens against JAC inside a steel cage. The high stakes are not just for the wrestlers, either. Thanks to a sponsorship by Liberty In a Can, 10 audience members will have the chance to win $25,000.
“There’s no limit to what wrestlers can be,” Coleman said. “Wrestling is whatever you want it to be. You have people dressing up in costumes being superheroes or supervillains; they can be whatever.”
For Coleman and his partners, the anniversary show is more than the company’s biggest event of the year. It’s the latest step toward building the regional wrestling promotion they have envisioned since New South first opened its doors in Hartselle more than a decade ago.
