Lisbon, Portugal – Former WWE Superstar Adam Scherr, known to wrestling fans as Braun Strowman, is expanding his reach beyond the squared circle, launching a new production company called Meat Castle Media in partnership with Magilla Entertainment. The venture signals a significant shift for Scherr, leveraging his considerable public profile into the world of unscripted television and podcasting. This move comes after a successful foray into hosting with the USA Network series, Everything on the Menu, and reflects a growing trend of athletes transitioning into media production.
The partnership with Magilla Entertainment, a production company known for reality television hits like Moonshiners and Beachfront Bargain Hunt, is particularly noteworthy. According to sources, the Meat Castle Media deal represents Magilla’s first talent-led production venture, highlighting the confidence they have in Scherr’s potential as a creative force. Scherr and his producing partner, Nick Antonicelli, will collaborate with Magilla’s Chief Development Officer, Kevin Duncan, who played a key role in developing and executive producing Everything on the Menu. This existing relationship provides a solid foundation for future projects.
From WWE Ring to Production Studio
Adam Scherr’s journey to becoming a production company head is an unconventional one. Initially gaining fame as Braun Strowman in WWE, he captivated audiences with his imposing physique and powerful in-ring presence. He held the WWE Universal Championship and participated in numerous high-profile matches. However, Scherr’s interests extend beyond professional wrestling. He departed WWE in 2023, and underwent knee surgery in 2025 to address an infection, demonstrating a resilience that appears to be carrying over into his new career path. The Hollywood Reporter first reported the launch of Meat Castle Media.
Everything on the Menu, which premiered in 2025, showcased a different side of Scherr, highlighting his affable personality and adventurous palate as he traveled across the United States sampling local cuisine. The show’s success, securing the ninth position among the most popular series on cable last year, demonstrated Scherr’s appeal to a broader audience and paved the way for this new venture. Season two of Everything on the Menu will feature 12 episodes, an increase from the initial eight, indicating continued confidence in the show’s performance.
Meat Castle Media’s Initial Projects
Meat Castle Media’s initial slate of projects promises a diverse range of unscripted content. The first series, titled Hands On, will see Scherr, who has a background as a tradesman and mechanic, immerse himself in various skilled professions. The concept is reminiscent of the popular Discovery Channel series Dirty Jobs, but with Scherr’s unique physical presence and hands-on approach. The show aims to celebrate the often-overlooked trades that are essential to the American economy.
Beyond Hands On, Meat Castle Media is also developing a competition format centered around the world of miniature model making. Details about this project are still emerging, but it suggests a willingness to explore niche interests and cater to a dedicated fanbase. The company also plans to create podcasts spanning craft, competition, celebrity interviews, and more, further diversifying its content offerings. This multi-faceted approach reflects a strategic effort to establish Meat Castle Media as a versatile player in the unscripted entertainment landscape.
Magilla Entertainment’s Track Record
Magilla Entertainment brings a wealth of experience to the partnership. The company has a proven track record of producing successful unscripted series for a variety of networks, including Discovery, Peacock, HGTV, and TLC. Their portfolio includes long-running hits like Moonshiners, which delves into the world of illegal moonshine production, and its spinoffs, Master Distiller and American Spirit. They’ve also produced popular home renovation shows like Beachfront Bargain Hunt and Beachfront Bargain Hunt: Renovation, as well as the docuseries O’ahu Shores and TLC’s Long Island Medium. ClutchPoints reported on the launch, highlighting Magilla’s established presence in the reality TV space.
This established expertise will be invaluable as Meat Castle Media navigates the complexities of television production and distribution. Magilla’s ability to identify and develop compelling concepts, coupled with its strong relationships with various networks, positions Meat Castle Media for potential success. The partnership also allows Scherr and Antonicelli to focus on creative development and content creation, whereas leveraging Magilla’s infrastructure and resources.
The Expanding Landscape of Athlete-Led Production Companies
Adam Scherr’s venture into production is part of a broader trend of athletes leveraging their platforms and personalities to create their own media companies. This shift reflects a desire for greater creative control and financial independence, as well as a recognition of the growing demand for authentic and engaging content. Several high-profile athletes have launched successful production companies in recent years, producing documentaries, reality shows, and other forms of entertainment.
This trend is driven by several factors, including the increasing accessibility of production technology and the growing popularity of streaming services. Athletes are no longer limited by traditional media gatekeepers and can now directly connect with audiences through digital platforms. Their unique perspectives and experiences offer a fresh and compelling angle for storytelling. The success of companies like LeBron James’ SpringHill Company and Kevin Durant’s Thirty Five Ventures demonstrates the potential for athlete-led production companies to thrive in the current media landscape.
Scherr’s background as a professional wrestler provides him with a unique skillset and perspective that could prove valuable in the world of unscripted television. His experience performing in front of large audiences, coupled with his physical presence and charismatic personality, makes him a natural on camera. His willingness to embrace new challenges, as evidenced by his participation in Everything on the Menu and his upcoming role in Hands On, suggests a commitment to pushing creative boundaries.
Looking Ahead
The launch of Meat Castle Media marks an exciting new chapter for Adam Scherr. While his wrestling career established him as a dominant force in the ring, his foray into production promises to showcase his versatility and entrepreneurial spirit. The partnership with Magilla Entertainment provides a strong foundation for success, and the initial slate of projects demonstrates a commitment to diverse and engaging content.
The next step for Meat Castle Media will be to secure distribution deals for its upcoming series and podcasts. The company will also likely continue to develop new projects, building on its initial momentum. As Scherr navigates the challenges and opportunities of the entertainment industry, his experience as a performer and his passion for storytelling will undoubtedly be key to his success. The production company is currently in development on several projects, with further announcements expected in the coming months.
As of March 12, 2026, no official release dates have been announced for either Hands On or the miniature model making competition series. Fans and industry observers will be watching closely to see how Meat Castle Media evolves and what impact Adam Scherr will have on the world of unscripted television.
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