I assume it means 'bad guy'... or 'villain'?
Back in the 80's WWF would come thru Fresno, Ca. every so often and I'd take my son.... some of the best entertainment of all time.
When I was a kid we had the World Championship in Fresno nearly every week. (So did every other city in the USA with different wrestlers
).
In those days my favorite wrestler was "Pepper Gomez". He passed away just a few years ago. Pepper's signature move was "The Mexican Cradle".
The best known "heel" around these parts was "Ray Stevens"... but, and pay no attention to the spelling... also hated were "Kinji Shibuya" and "Mitsu Arakawa". Ray Stevens referred to us hick locals, (farmers), as "Pencil Necked Geeks"... oh we didn't like him at all.
Couple times I thought my Dad was about to climb into the ring and kick his ass.
Some years ago I did some research and discovered that some of the 'locals' wrestled and were known across the USA. When I say 'locals' I don't mean 'from' around here... only that they wrestled my area mostly. I think most were out of the Bay area but hailed from everywhere around the globe.