The main two major places AEW needs to improve on from a business stand point for me is merch and the PR/marketing.
In year 6 they'll stop being a start up company and start being a profitable company taking in several hundreds of millions of dollars in revenue. Its time to start acting like it.
For merch, they need to stop relying on PWT. Don't ban wrestlers from using them because its good for the lower card guys to throw something out there and see if it works, but they need a total revamp of their merch department both from what goes on the road and online.
As far as marketing goes, its painful hearing stories every single week about people that live in X city and had no idea the show was on locally until the show started and then seeing they sold 3k tickets and the hard cam side is shut. It doesn't need to be like this.
How hard is it in 2024? We've got smart phones that listen to us and track google searches, etc. and they know exactly where you are. If someone has made any sort of pro wrestling searches in the last few months and a show anywhere close to them you should be hammering them with social media ads across Facebook, Insta, Youtube, etc.
I don't even watch WWE but I get hammered with emails and ads when they're in the UK. They promote.