Fred Kohler

Fred Kohler (1903-1969) NWA Founder, Chicagoland Promoter (1936-1965)

Fred Kohler was a pivotal figure in professional wrestling, particularly in the Midwest, where he became one of the most successful promoters in the post-World War II era. Based in Chicago, Illinois, Kohler played a crucial role in the development of professional wrestling on television, which revolutionized the business and significantly increased its popularity across the United States.

Early Career and Entry into Promoting

• Background:

  • Born in 1903, Fred Kohler began his involvement in professional wrestling in the 1930s as a local promoter in Chicago. Kohler initially worked under the guidance of promoter Ed "Strangler" Lewis and other Chicago-based wrestling figures, learning the intricacies of the business.

    
    

  • By the early 1940s, Kohler had become a prominent promoter in Chicago, organizing regular wrestling shows at the Rainbo Arena and Marigold Arena, key venues for the sport in the city. His business acumen and knack for spotting talent allowed him to establish a reputation as a leading figure in the local wrestling scene.

    
    

Joining the NWA and Rise to Prominence (1948-1950s)

• Joining the National Wrestling Alliance:

  • In 1948, Fred Kohler was a founding member of the National Wrestling Alliance (NWA), a coalition of regional promoters who banded together to regulate wrestling territories and share the NWA World Heavyweight Champion. Kohler's Chicago territory became a key member of the NWA, giving him access to the NWA's talent pool and its champions.

    
    

  • Kohler’s affiliation with the NWA also allowed him to bring top wrestlers from other regions to his shows, adding a new level of prestige and attraction to his cards.

    
    

• Pioneering Wrestling on Television:

  • One of Kohler’s most significant contributions to professional wrestling was his early and innovative use of television. In 1949, he struck a deal with Chicago-based station WGN-TV to broadcast live wrestling matches from the Marigold Arena, marking one of the first instances of professional wrestling being televised regularly (after Harry Light's 'Big Time Wrestling' from Detroit in 1947).

    
    

  • The success of Kohler’s televised wrestling show, "Wrestling from the Marigold," was unprecedented. It became a massive hit, drawing high ratings and making stars out of the wrestlers who appeared on the program. Kohler’s decision to utilize television was a game-changer for the wrestling business, providing exposure to millions of viewers and significantly increasing the sport's popularity.

    
    

• Expansion Through Television Syndication:

  • Recognizing the power of television, Kohler syndicated his wrestling shows to other stations around the United States. By the early 1950s, his programming was broadcast on over 120 stations nationwide, reaching a wide audience and transforming many of his wrestlers into national celebrities.

    
    

  • This expansion helped Kohler grow his influence beyond the Chicago territory, establishing him as one of the most powerful and successful promoters in the country. His television shows made stars out of wrestlers like Lou Thesz, Verne Gagne, Buddy Rogers, Buddy "Nature Boy" Rogers, and Wilbur Snyder, who became household names thanks to their regular appearances on "Wrestling from the Marigold."

    
    

Golden Era of Chicago Wrestling (1950s-1960s)

• Dominance of the Chicago Territory:

  • Throughout the 1950s and early 1960s, Chicago was considered one of the hottest wrestling markets in the United States. Kohler's territory regularly featured top-tier matches and drew large crowds to its live events, thanks in part to the popularity of its television broadcasts.

    
    

  • Chicago became a key city for the NWA, often hosting major championship matches and serving as a battleground for top contenders. Kohler’s ability to promote major bouts featuring the NWA World Heavyweight Champion, along with other top attractions, solidified his territory’s status as a powerhouse within the NWA.

    
    

• Building Stars and Feuds:

  • Fred Kohler was known for his ability to build stars and create compelling storylines. He developed many wrestlers into major draws, including Gorgeous George, who gained fame and notoriety on Kohler’s televised broadcasts, becoming one of wrestling’s first mainstream stars.

    
    

  • Kohler was also adept at promoting exciting feuds and rivalries that captured the public's imagination. He understood the value of strong characters and dramatic narratives, which helped him maintain high television ratings and sell out live events.

    
    

Challenges and Decline (1960s-1970s)

• Changes in Television Landscape:

  • In the mid-1960s, changes in the television landscape began to affect Kohler’s business. As more television stations began producing their own local content, and as networks expanded their offerings, the demand for syndicated wrestling programs decreased.

    
    

  • By the late 1960s, Kohler’s television empire began to shrink as stations dropped his wrestling broadcasts. Without the wide television exposure that had fueled his success, Kohler's territory began to decline in prominence.

    
    

• Conflict with the NWA:

  • Kohler’s relationship with the NWA became strained in the 1960s due to disputes over booking and revenue-sharing arrangements. These tensions led to his reduced involvement with the NWA, and eventually, Kohler chose to distance himself from the alliance.

    
    

  • In 1964, Kohler left the NWA and began running independently. This move limited his access to the NWA’s top stars and champions, which further diminished his territory’s status.

    
    

• Sale of the Territory:

  • In 1966, Fred Kohler decided to retire from promoting and sold his interest in the Chicago territory to promoter Bob Luce, who continued to operate the Chicago wrestling scene under the "All-Star Wrestling" banner. Kohler’s departure marked the end of an era for Chicago wrestling, as Luce’s promotion struggled to maintain the same level of success.

    
    

Legacy of Fred Kohler

• Impact on Professional Wrestling:

  • Fred Kohler is remembered as a visionary promoter who played a critical role in transforming professional wrestling into a television spectacle. His early embrace of television as a promotional tool revolutionized the business, paving the way for the future growth and popularity of the sport.

    
    

  • Kohler’s use of television helped create the modern formula for professional wrestling, which relies heavily on televised broadcasts to build audiences and promote live events. His success with "Wrestling from the Marigold" demonstrated the potential of wrestling on TV and inspired other promoters to follow suit.

    
    

• Influence on Future Promoters:

  • Kohler’s promotional techniques, including his use of television syndication, innovative marketing strategies, and focus on storytelling and character development, influenced a generation of wrestling promoters. Many of the tactics he pioneered became standard practices in the industry, shaping the direction of professional wrestling in the years to come.

    
    

  • His focus on television and the development of stars like Lou Thesz, Verne Gagne, and Gorgeous George left an indelible mark on the wrestling business, establishing a template for how promoters could use media exposure to build their brands and reach broader audiences.

    
    

Conclusion

Fred Kohler’s work as a promoter in Chicago had a profound impact on the development of professional wrestling in the United States. His innovative use of television helped popularize the sport and introduced it to a national audience, changing the way wrestling was promoted and consumed. While his influence waned in the later years of his career, Kohler’s legacy as a pioneering promoter and visionary continues to be felt in the world of professional wrestling today.