To some, he's most famous for refereeing and promoting wrestling matches around the country, working with famed names such as Hulk Hogan, Lex Lugar and "Macho Man" Randy Savage.

To others, he's best known as a member of the board of directors for the National Wrestling Alliance, or NWA, one of the largest wrestling promotion member organizations in the country, which once claimed the World Championship Wrestling and Extreme Championship Wrestling as members and now sanctions independent matches and championships around the world.

But he might be most popular on the other side of the world - in Japan.

There, Rubenstein is best known as Mr. Fred, a character he cultivated in more than a dozen trips to referee high-profile matches. Just like each wrestler plays a choreographed role in the show, Rubenstein plays an infamously corrupt referee who often swings matches in favor of American wrestlers in obviously ridiculous ways.

"Here's where I stopped the count to fix my shoe," Rubenstein said, pointing to pictures in a Japanese magazine spread of him tying his shoe instead of tapping out an American wrestler who was about to be pinned.

Rubenstein is what's known as a gimmick referee because of his antics. Since he favors Americans in Japan, he became known as the "heel," wrestling lingo for the bad guy. By doing "screw jobs," or purposely swinging bouts, he got "heat," or huge reactions from the crowd - and sometimes even a chair or two to the head as part of the show.

"He's always been one of the most fun refs to watch," said Brett Schwan, whose popular wrestling Web site, wrestlingclothesline.com, recently inducted Rubenstein into its Hall of Fame. "Most of the refs you just don't even notice they're there."

Rubenstein always was a fiery character in the ring, but his style took off in Japan when a promoter invited him to preside over some matches there. From about 2003 to 2006, Rubenstein was a pop culture icon, and Japanese youths started buying Mr. Fred merchandise.

"The Japanese were very taken by his animation in the ring," said Howard Brody, who was NWA president before stepping down in 2001. "He likes to play his character very over the top."

Rubenstein's story is unique, Brody said, because of the success he found late in life after getting his first job in 1968. Back then, Rubenstein was in the Air Force, fresh out of high school and already a hardcore fan, ringing the bell for matches in San Angelo, Texas. When a referee got knocked out during a match, the promoter ordered Rubenstein in the ring.

"I almost wet my pants," he said.

But he liked it enough to keep doing it part time when he moved back to New York, his hometown, and then to Barnegat.

Rubenstein said he enjoys his home in Barnegat when he's not away refereeing, although last year he suffered a blow locally when he was not reappointed as chairman of the Zoning Board. An outspoken Republican, other Republicans in town said he had "personality conflicts," and Township Council did not reappoint him despite a resolution from the board asking the council to keep it the same.

"That was probably one of the most uniquely unrewarding chapters of my life," he said.

In February, Rubenstein plans to promote a wrestling match and fundraiser at the Russell O. Brackman Middle School, something he has done a few times in the past. He has several refereeing trips planned this year, too, including to Japan.

He also anticipates seeing "The Wrestler," the new film in which Mickey Rourke plays a washed-up professional wrestler in New Jersey who desperately seeks the fame he once enjoyed. He says that from what he has heard about it, it may be mostly correct in some of its darker depictions of the industry. Although he is passionate about his work, Rubenstein admits there are unsavory aspects to the wrestling subculture.

But that's one area where Rubenstein doesn't want to gain notice.

"Fred's one of the few, legit, actual good guys in the wrestling business," Schwan said. "He's just a stand-up, good guy."