You’ve probably seen them. If you’ve spent more than five minutes scrolling TikTok or Instagram Reels lately, you’ve definitely heard the word "Boom!" screamed by a guy who looks like he could bench press a minivan. Then there’s the kid with the intense, squinty stare that has somehow become the universal symbol for "rizz."
It’s weird. It’s chaotic. It’s the "Costco Universe."
But honestly, most people have no clue where these guys actually came from or why they’re suddenly appearing on The Tonight Show and wrestling on pay-per-view. Is it a family business? Are they actually related? Or is this just another case of the internet making people famous for buying meatballs and chocolate cookies? Let’s break down what's actually happening with AJ, Big Justice, and the Rizzler.
The Father-Son Duo: AJ and Big Justice
First, let’s clear up the names because everyone mixes them up. AJ Befumo is the dad. He’s a former professional wrestler who went by "The American Powerchild Eric Justice" back in the day. After he hung up the boots in 2005, he spent years in the mortgage industry. You can still see the wrestler energy in every video—the guy doesn't just talk; he performs.
Big Justice is his son, Eric Justice Befumo. He was born in 2013 and named after his dad’s wrestling persona. The nickname "Big Justice" actually started at a T-ball game after Eric hit a home run.
They didn't set out to be "The Costco Guys." AJ originally started his TikTok to post "Mortgage Muscles" content to explain the housing market. Riveting stuff, right? Not really. It wasn't until Eric asked to be in a video that things changed. Their first big hit was a simple video of them eating a hamburger. Then came the Costco meatballs. In January 2024, they went to buy meatballs for Eric's mom, Erika, and the internet absolutely lost its mind.
Why the "Boom" works
The formula is basically:
- Go to Costco (usually).
- Try a food item.
- Give it a "Boom" (good) or a "Doom" (bad).
- Do a synchronized fist pump.
It sounds simple, maybe even a little "cringe" to some, but it tapped into a specific kind of wholesome, high-energy family vibe that people couldn't stop watching. By mid-2024, they were the top creators on Cameo and had signed with Night Media, the same management company that represents MrBeast.
Enter The Rizzler: The Third Member of the Trio
This is where the confusion usually starts. A lot of people assume The Rizzler is AJ’s nephew or some long-lost cousin. He’s not.
The Rizzler’s real name is Christian Joseph. He’s a 9-year-old from New Jersey who became a meme entirely on his own before ever meeting the Costco Guys. He first went viral in 2023 for a video in a Black Panther costume, but he became "The Rizzler" specifically because of his "Rizz Face"—that expression where he squints, purses his lips, and strokes his chin (often called "mewing" in internet slang).
The name is a play on the word "rizz" (charisma) and the Batman villain The Riddler.
The collaboration between AJ, Big Justice, and The Rizzler was a classic case of "internet Avengers." They matched each other's energy so well that the Rizzler basically became an honorary member of the Befumo family. He’s been in their music videos, like the viral "We Bring the BOOM!", and he even traveled with them to New York for their big TV debut.
That Awkward Jimmy Fallon Interview
If you want to see a masterclass in "generational gap," go watch the clip of these three on The Tonight Show Starring Jimmy Fallon from October 2024.
It was a weird moment for late-night TV. You had AJ and the kids doing their high-energy "Boom" routine while Fallon looked... well, he looked like he wanted to be anywhere else. The internet roasted Fallon for it, saying he seemed annoyed or out of touch. Whether he was actually annoyed or just playing the "straight man" to their chaos is up for debate, but it showed just how massive these creators had become. They weren't just "internet famous" anymore; they were mainstream.
Wrestling, "Real Graps," and AEW
The story took an even wilder turn when AJ decided to step back into the ring. Because he was already a trained pro, it wasn't just a "celebrity guest" appearance. In late 2024, AJ (billed as "Big Boom" AJ) signed with All Elite Wrestling (AEW).
He started a feud with a wrestler named Q.T. Marshall. It wasn't just a one-off skit; they built a whole narrative. At the Full Gear pay-per-view, AJ actually wrestled a match.
The Rizzler was there, too, serving as the special guest timekeeper. Seeing a 9-year-old internet meme kid at ringside while a former mortgage manager turned TikTok star did powerbombs is exactly the kind of "what year is it?" chaos that 2024 and 2025 have been known for. AJ ended up winning the match, proving that the "Boom" wasn't just for food reviews.
What People Get Wrong About Them
A common criticism is that it's all "fake" or "forced." People see the scripted nature of the "Boom/Doom" ratings and assume it’s a corporate plant.
The truth is a bit more nuanced. While the videos are definitely produced and AJ clearly uses his wrestling background to "work" the camera, the family dynamic is real. Erika (the mom) and Ashley (the sister) are heavily involved in the business. They moved from New Jersey to Boca Raton, Florida, a few years ago, which led to a minor internet conspiracy that they weren't "real" Jersey guys. But AJ is Jersey through and through—he just lives in the sun now.
Another misconception is that the kids don't go to school. While they are busy filming, AJ has mentioned in interviews that they prioritize education, though the sheer volume of content makes you wonder when they find the time to do homework.
The Business of Being a "Costco Guy"
It’s easy to dismiss this as silly, but it’s a massive business. We’re talking:
- Cameo: Charging upwards of $150 per video.
- Music: "We Bring the BOOM!" has millions of streams on Spotify.
- Merch: Shirts, hats, and "Boom" gear.
- Wrestling: A legitimate contract with a major promotion.
- Brand Deals: They’ve done spots for everything from Hardee's to official partnerships with Nintendo.
They’ve essentially created a "Costco Universe" where secondary characters like Uncle Savasta and Cousin Angelo pop in and out, creating a soap opera for the TikTok generation.
How to Follow the "Boom" (Actionable Steps)
If you're trying to keep up with the ever-expanding Costco Universe, here is how you can actually follow the journey without getting lost in the algorithm:
- Check the "Boom Meter" Naturally: Instead of just watching the viral clips, look at their full-length YouTube vlogs. You’ll see more of the "behind the scenes" of how they prep for their wrestling matches and travel.
- Distinguish the Handles: Follow
@aj.befumofor the main family content and@itztherizzlerfor Christian’s solo shenanigans. - Watch for the AEW Returns: AJ is still involved in the wrestling world. If you want to see if he’s actually a "real" wrestler, look up his matches in CCW (Coastal Championship Wrestling) where he does more technical work compared to the "spectacle" matches in AEW.
- Ignore the "Doom" Comments: The internet loves to hate on things that are popular with kids. If you enjoy the high-energy, positive vibe, just lean into it. The "Boom" is literally about choosing happiness over negativity.
The Costco Guys and the Rizzler are a perfect example of how niche internet subcultures—wrestling, Jersey culture, and Gen Z slang—can collide to create something that takes over the world. Whether you think it’s the future of entertainment or just a weird fever dream, one thing is certain: they’re bringing the boom, and they aren't stopping anytime soon.