When JAM Brands co-founder Dan Kessler tried cheerleading for the first time at the University of Louisville after two years of playing collegiate soccer, his friends told him he was a natural at stunting. But he still had to learn the techniques from the ground up: a toss hands, then a toss hands extension, then a liberty, then a top hand. “[Stunting] was a new athletic skill that I had to conquer and try to perfect,” he says. “That addiction of getting better kept me going to practice and working.”
At this stage in her cheer career, Jackie Lindom does it all. Besides managing the Twisters Elite Cheer & Dance Gym in Lake Villa, Ill., Lindom also coaches, helps with choreography for various teams and judges for Xtreme Spirit and several rec competitions. (Oh, and she is just 21 years old.) Having been a cheerleader since age five, Lindom made the transition from competitor to coach/gym manager shortly after competing at Worlds in 2010 and has continued to expand her role—inside the gym and out—throughout the years.
As a new gym owner, looming legal and business matters can flummox you—among them the decision whether to file as an LLC or corporation. Infiniti Elite Athletics owner Cari Ann Bulzone says filing as an S-corp was one of the first things she did when she took over the program from its previous owner in 2012—and it was a learning experience every step of the way. “It’s not something to take lightly; gym owners should definitely do their homework,” says Bulzone, who used LegalZoom as a resource and to facilitate filing.
We’re all familiar with the cheer powerhouses, organizations like Top Gun, California All Stars and Cheer Athletics, whose names and accolades easily come to mind. But among these giants, Brandon All-Stars has slowly and quietly emerged out of Brandon, Fla. (a suburb of Tampa), and is poised to take its place in the spotlight.
In Morgantown, all-star gym Champion Training Academy sells USANA nutritional supplements and weight loss products as part of its adult weight loss/group fitness program. Over in Katy, Texas, Xcel Athletics All-Stars hosted a Valentine’s Day shopping event earlier this year at which one of the vendors was Advocare. Some gyms are also selling Advocare on-site, such as Green Bay-based Tri County Gymnastics & Cheer, and many cheer professionals moonlight as Advocare reps in addition to their work at the gym.
Creating a thriving program is often the impetus for starting an all-star cheer gym—but what happens when that accomplishment generates considerable demand? Many business owners answer the call for expansion and go on to open multiple locations. To learn more about this approach, CheerProfessional asked three gym owners who took the leap and expanded based on their own initial success. Learn how All Star Legacy tackles the challenge while maintaining the integrity of their brand.
You’ve worked hard to establish your own gym, creating a unique identity with colors, logo and uniforms. A few years later, having built a solid reputation, you’re at an event when in swaggers a brand-new team—wearing colors very similar to yours, a logo that looks awfully close to yours and (wait for it) practically the same name as yours, just with a different spelling.
Is this a scenario for yet another Bring It On movie? Unfortunately, no. It’s an all-too-common occurrence for many all-star cheer programs.
Did you ace our industry quiz? Enhance your knowledge even more with our comprehensive timeline of industry trends and innovations—from rebate plans to stay-to-play to custom uniforms—and find out how they came to fruition. (Please note: this is a living document! We are continually updating and adding more information. If you would like to add updates to our timeline, please email us at email@example.com).
With all of the developments in our ever-evolving industry, it can be hard to keep up. For handy reference, we’ve compiled a thorough timeline of how some of today’s hottest trends and innovations came about (and the companies that pioneered them). But before it publishes this Wednesday, take our quiz below to find out how much you know—then check out the answers in our sneak preview!
For the second year in a row, CheerProfessional tapped four of the industry’s cheer “leaders” for a spirited panel discussion on our industry and its future. Check out our “State of the Union” panel for 2014 and read what they have to say.