 He challenged the champion, Samoa Joe, on 12 June 2005, but was defeated.He faced Joe once more on 27 August, and defeated him to win the Pure Championship.After becoming champion, McGuinness turned heel and for several months was engaged in a feud with Claudio Castagnoli, instigated by a non-title match on 14 October where Castagnoli was able to use his knowledge of McGuinness's European wrestling style to score a pinfall on the champion.