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Rip is a grappling star who is approached by Brell, the new head of the World Television Network. Brell wants Rip to wrestle on his network, but Rip insists on honoring his commitment to another outlet. Brell responds by launching a show called "Battle of the Tough Guys," in which the beefy regulars of a particularly rough drinking establishment fight each other on camera. Zeus soon emerges as the bad guy champion on this new show, and Brell uses Rip's friendship with his assistant Samantha to arrange a bout between Zeus and Rip. Rip is not at all interested until Zeus injures his brother and makes the fight a matter of personal pride.