What does Shota Umino need?

He's a great wrestler, but his character always feels lacking and disingenuous.

I know the obvious answer is a heel turn but even then, I think his presentation would need to totally change.

From my perspective, he's one person who might need to play a less grounded character, that's further from his real personality.

I know that sounds counter intuitive, but going all in on being a comically evil dick could take away whatever insecurity or nerves he has about portraying a version of himself.