Matt Cardona is currently killing it on the indie circuit as the "Indy God," but if you were watching WWE in 2011, you knew him as Zack Ryder. And you definitely knew the catchphrase. Woo woo woo you know it wasn't just a goofy tag on a YouTube video; it was the battle cry of a genuine revolution.
Back then, the internet wasn't the primary driver of wrestling creative. It was an afterthought. WWE had a rigid "we tell you who to like" philosophy that usually involved big muscles and even bigger scripts. Then came this guy from Long Island with one boot, a headband, and a flip cam.
Ryder was buried. He was a "jobber," a guy paid to lose in three minutes to someone the company actually cared about. Most guys in that position just collect their checks until their contract runs out. Cardona didn't. He started Z! True Long Island Story on YouTube. He bypassed the writers, the producers, and even Vince McMahon. He went straight to us.
How a Catchphrase Broke the Script
WWE didn't know what to do with "woo woo woo you know it" at first. Honestly, they hated it. It’s weird to think about now, but the office actually took his signs away from fans at ringside. They tried to ignore the fact that "Ryder" chants were drowning out the main events.
It was a grassroots movement in the truest sense. Ryder was basically the first pro wrestler to realize that social media was a 24/7 promo machine. While everyone else was waiting for their 30 seconds of TV time, he was building a universe in his hotel room. He made "the Broski" a thing. He turned his dad into a recurring character. He made a purple headband the most sought-after merch in the company.
The phrase itself—woo woo woo you know it—is sort of nonsensical when you break it down. It’s pure energy. It’s a fist pump in linguistic form. But for fans, it represented a middle finger to the status quo. Every time he said it, it felt like a win for the underdog who refused to go away.
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The Peak and the Infamous Fall
By the time late 2011 rolled around, the momentum was undeniable. At the TLC: Tables, Ladders & Chairs pay-per-view in December, the crowd in Baltimore absolutely exploded when he won the United States Championship. It was the "Long Island Iced-Z" moment. He had forced their hand. He had reached the mountaintop using nothing but a cheap camera and a Twitter account.
But wrestling is a weird business.
The downfall of the Ryder character is often cited by wrestling historians and analysts like Dave Meltzer or Bryan Alvarez as one of the most baffling "burials" in history. Within months of winning that title, Ryder was involved in a storyline with John Cena and Kane where he was essentially treated like a joke. He was pushed off a stage in a wheelchair. He lost his girlfriend (in the story) to Cena. He lost his title.
Why? Some say it was because he got himself over without permission. In the old-school wrestling mindset, if the office didn't plan your success, it wasn't "real." It sounds petty. Because it was.
Why This Matters Today
You see the fingerprints of Ryder’s DIY spirit everywhere now. Look at The Elite and how they built Being The Elite to launch AEW. Look at Logan Paul or even someone like Xavier Woods with UpUpDownDown. They all owe a massive debt to the guy who spent his own money to fly himself to shows just so he could film content for his 50,000 subscribers.
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Cardona eventually left WWE in 2020. He didn't fade away. He reinvented himself as a heat-magnet villain, winning titles across the world. But he still carries that "woo woo woo you know it" DNA. It’s the DNA of self-reliance.
He proved that you don't need a multi-billion dollar marketing department if you have a connection with people. You just need to be authentic. Or, at the very least, you need to be so loud and persistent that they can't ignore you anymore.
The Actual Impact of the Broski Era
- Merchandise Shifts: Ryder was consistently in the top 10 of merchandise sellers despite not being on TV. This forced WWE to change how they tracked "popularity."
- The Social Media Policy: Shortly after Ryder’s success, WWE began mandating that all talent have Twitter accounts and engage with fans. He literally changed the job description.
- The US Title Value: For a brief window, that mid-card belt felt like the most important thing on the show because the fans felt they had "won" it alongside him.
It’s easy to look back and cringe at the fist-pumping and the tan. It was very "Jersey Shore" era. But if you strip away the neon, you find a story about a guy who refused to let his career die in the catering room.
He didn't wait for a "yes." He just went out and did it.
Actionable Takeaways for Personal Branding
If you're looking to build your own presence—whether you're an athlete, a creator, or just someone trying to get noticed—the Ryder saga offers a blueprint that still works in 2026.
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First, own your distribution. Never rely on a single platform or a "gatekeeper" to tell your story. If one door is closed, build your own house. Cardona used YouTube when wrestlers thought it was for cat videos. Find the space where your industry isn't looking yet.
Second, lean into your "hooks." A catchphrase like "woo woo woo you know it" seems simple, but it creates a verbal shorthand for your brand. It’s an easy way for people to identify with you and join the club. Consistency beats cleverness every single time.
Third, document the struggle. People didn't just like Ryder because he was funny; they liked him because they saw him trying. He showed the behind-the-scenes reality of being an underutilized talent. Transparency creates a bond that "perfect" branding never will.
Finally, be ready to pivot. When the original gimmick ran its course and the company moved on, Cardona didn't just stop. He evolved. Your first "hit" shouldn't be your last. Use your initial momentum to fund and fuel your next version. Don't be afraid to kill the character that made you famous if it means you get to keep growing.