Among the most important facets of professional wrestling is the heel turn. A wrestler who is favored by the fans does something to draw their ire, thus changing the trajectory of their character.

A heel turn can take on many forms. Some are surprise acts of betrayal. Others are teased over a longer period until the situation boils over. But whether you see them coming or not, the best heel turns have a lasting impact on the wrestling landscape.

It has been a week since John Cena turned heel (spoiler alert, it will make the list) and it was such a welcome surprise that it transcended WWE and was widely covered in the mainstream media. It had a huge impact on WrestleMania season and will define his farewell tour in 2025. This was a heel turn done right.

Following last week’s shock, the Internet was plastered with lists of the greatest or the biggest surprise heel turns. I have a different take on what makes a heel turn great, and that is the aftermath of the act itself. Here is my list of the top ten most impactful heel turns of all time.

#10: Triple H Breaks up D-Generation X at WrestleMania XV

A European Championship match between X-Pac and a corporate Shane McMahon took a shocking twist when Triple H interfered in the match on behalf of McMahon. D-Generation X was the hottest faction in WWE at the time and nobody saw it coming. The fans did not want to see D-X break up, but Triple H went on a decades-long run as a top superstar in the company, ultimately accumulating enough credentials to be enshrined as a two-time member of the WWE Hall of Fame.

#9: Bret Hart and Stone Cold Steve Austin double-turn at WrestleMania 13

The submission match between Bret Hart and Stone Cold Steve Austin with Ken Shamrock as the special guest referee was the best match on an otherwise forgettable WrestleMania card. Hart was an established babyface at the top of the card. Austin was an upstart talent that found a character that worked so well, the crowd was beginning to cheer for him despite him being a heel.

The match was executed so well that over the course of the match, both men turned. The crowd turned on Hart and cheered a bloody Austin as he refused to submit to the Sharpshooter. One of the biggest babyface runs in WWE history was launched at that moment, due in large part to Hart turning heel to put Austin over.

#8: Roman Reigns returns to the WWE at SummerSlam 2020

Roman Reigns was a multi-time WrestleMania main-eventer and WWE Champion as a babyface. Despite, or maybe because of his overexposure, the fans never embraced his character. He seemed very disingenuous as if he was pretending to be someone he was not.

In real life, Roman Reigns is a cancer survivor and in the early days of COVID-19 in 2020, he decided it would be best to skip WrestleMania 36. A few months later, he made a surprise return at SummerSlam. Following the main event WWE Universal Championship match between Bray Wyatt and Braun Strowman, Reigns attacked them both.

It was the heel turn the fans had been begging for. It was the beginning of The Bloodline storyline that dominated every WrestleMania from then on.

#7: Steve Austin makes a deal with the devil at WrestleMania X-Seven

During the Attitude Era Steve Austin and The Rock took turns as the top babyface in the company. Throughout Austin’s run, his chief rival was not a wrestler, but the authority figure of Mr. McMahon.

Austin and The Rock both entered the main event of WrestleMania X-Seven as babyfaces. But to the shock of everyone, Austin sided with Mr. McMahon to underhandedly tilt the match in his favor to defeat The Rock and become champion.

This was a controversial heel turn as the fans did not want to accept it. But Austin was able to take chances with his character and he did some of his best work with his ensuing heel run.

#6: Seth Rollins turns on The Shield: There’s always a plan B

The Shield was one of the first NXT success stories following their main roster debut in 2012. Roman Reigns, Seth Rollins, and Dean Ambrose were an unlikely trio, but there was no denying their individual and collective talents. They worked heel at the beginning, but the crowd cheered them on anyway and they became a wildly popular faction.

At WWE Payback in 2024, a surging Shield defeated Evolution in a six-man tag team match. At the following Monday Night Raw, with The Shield in the ring, Triple H told them that there is “always a plan B”. Without warning, Seth Rollins smashed Roman Reigns on the back with a steel chair and broke up the stable.

The fans did not want them to break up, but it was time for them to move forward as individuals. All three eventually won the WWE championship. Ambrose foolishly departed the WWE for the obscurity of AEW, but Rollins and Reigns are still on WWE Hall of Fame trajectories in the WWE.

#5: Shawn Michaels attacks Marty Jannetty on The Barber Shop

The Rockers were an entertaining tag team. The relationship between Marty Jannetty and Shawn Michaels had begun to fray. They attempted to air it out their differences on the Brutus “The Barber” Beefcake hosted Barbershop. Just when it seemed like things were smoothed over, Shawn Michaels stunned Jannetty with a superkick. What happened next cemented the heel turn when Michaels violently through Jannetty through the Barbershop glass.

Shawn Michaels went on to be a two-time WWE Hall of Famer. Marty Jannetty went on to be, well, Marty Jannetty.

#4: Andre the Giant challenges Hulk Hogan for the WWF Championship

Andre the Giant and Hulk Hogan were long-time veterans of the professional wrestling territory circuits, working both as babyfaces and heels. But the era of nationally televised wrestling began with WWF in the mid 1980’s, so most fans knew them both as good guys.

On the eve of WrestleMania III in 1987 that was set to be held in the Pontiac Silverdome, Hulk Hogan needed a challenger for the WWF Championship. On an episode of Piper’s Pit, much to Hogan’s, and everyone’s surprise, Andre the Giant appeared with Bobby Heenan to challenge Hogan for the championship.

Hogan reluctantly accepted the challenge, and Andre was suddenly a bad guy. The interest in that main event sold out the Silverdome. WrestleMania went on to be the biggest annual event in professional wrestling.

#3: Vince McMahon: Bret Screwed Bret

In a turn of events at the 1997 Survivor Series colloquially known as The Montreal Screwjob, Shawn Michaels applied the sharpshooter to Bret Hart and Vince McMahon ordered the timekeeper to ring the bell despite Hart not submitting. While McMahon had always been the owner of the WWF, most fans only knew him as a television announcer and did not know he had actual authority in the company. On top of that, nobody in professional wrestling ever admitted to the fans that it was a work.

Vince McMahon had to make a critical decision about how to present things to the fans on Raw is War just two days later. Of all the things he could have done, he borrowed a move from 17^th century Don Quixote author Miguel de Cervantes and interjected himself into the story.

In an interview with Jim Ross, McMahon said that let Hart go to the WCW for financial reasons and was forced to call the match short because Bret refused to drop the title to Michaels on the eve of his departure. He unapologetically declared that it was not his fault and that “Bret screwed Bret”. Not only did McMahon admit that wrestling was fiction and that he called the shots, but he gave birth to the Mr. McMahon authority figure character that was the reigning heel for the Attitude Era.

#2: John Cena turns on Cody Rhodes

There is some recency bias here, but in just one week this became known as “The Heel Turn Heard ‘Round the World”. In 2025, an all-time great John Cena is in the final year of his career. If there is any knock on him is that he was overused and was always a babyface for nearly two decades.

All that changed in an instant following his victory at the 2025 Elimination Chamber. The Rock came to the ring (accompanied by Travis Scott for some reason that is not clear) and asked Cody Rhodes if he was willing to sell his soul to him. Using some not-safe-for-work language, Rhodes declined The Rock’s offer. Cena gave Rhodes a celebratory hug, but The Rock gave Cena a throat-slash gesture and Cena’s smile turned to a frown. Cena kicked Rhodes in the clackers and all three men gave Rhodes a beatdown in the middle of the ring.

Not only did this upend the storylines for WrestleMania 41, but it was the most shocking and unpredictable heel turn since #1 below.

#1: Hulk Hogan joins The Outsiders to form the nWo

The heroic Hulk Hogan character that dominated the wrestling landscape for a decade had grown stale. In WCW in 1996 he needed a change. Scott Hall and Kevin Nash had recently departed the WWE for the WCW and loosely branded themselves as “The Outsiders”. They teased the crowd by saying there was a third member of the group.

At the 1996 Bash at the Beach, Nash and Hall delivered a beat down to Randy Savage. Hogan walked down the ramp and appeared to be there to save his long-time friend from further damage. In a Shakspearian Twist, Hogan immediately delivered a leg drop to Savage and the newly formed trio beat him to a pulp.

In a post-beatdown interview with Gene Okerlund, Hogan admitted he was the third member of the group and called it the New World Order of wrestling. The nWo was formed at that moment and went on to be the most influential heel faction in wrestling history.