As home to the premier F5, the Maryland Twisters are no strangers to high expectations. Pressure from industry leaders, judges and fans to “keep delivering and over-delivering” can be intense, but gym owner Tara Cain insists that championship titles (of which they have many) are not the end goal for a Twister—it’s having fun.
“At the end of the day, the kids sacrifice two to three days a week at practices, all year long, because they love what they do,” says Cain. So when competition time arrives, she advises her athletes to “stop worrying about the judges” and simply enjoy the moment they’ve worked so hard to achieve.
Several such moments arrived this year at The Cheerleading Worlds, where the Twisters competed on five paid bids and saw their senior medium teams—the flagship F5 and Reign—nab Bronze medals.
It’s another stellar win in Twister history, one punctuated with the kind of success that grows a gym from 50 athletes in 1998 to more than 500 today. Yet Cain says their winning reputation isn’t what drives athletes to become a Twister. Instead, she credits a great staff, “families that believe in [the] system” and a commitment to having “hard conversations” about athlete progression and team placement “before they become an issue.”
Equally important to the big picture has been building brand recognition. In 2007, a parent opened Cain’s eyes to the tremendous value of brand investment. A logo and social media presence were developed and the phrase “repetition leads to retention” embraced, the cumulative effect launching Maryland Twisters into an international spotlight.
Of course, the Twisters are not without challenges. The biggest, Cain asserts, is one that the industry faces as a whole: talent retention. Minimal work hours (roughly six to nine per coach per week) plus limited pay scale (intended to keep athlete costs down) lead many top coaches to work multiple jobs or leave the industry entirely to pursue full-time careers or, as they grow older, start a family. “It’s hard to find that person who is dedicated, loyal and loves cheer, but is willing to put in the nine hours [weekly] for little pay,” says Cain.
This is the type of straight talk Cain is known for, a quality that’s led her to question cheer status quo time and again. Questions like the one she posed to GK Elite in 2008: Why are cheerleaders still wearing polyester? The material, Cain said, proved so constricting that “the fabric was actually like rubber bands around certain parts of [the athletes’] biceps.” The conversation intrigued GK Elite, and the collaboration resulted in an innovative uniform made of “super-stretch fabric” that granted athletes a fuller range of motion while redefining industry standards in the process.
Last year, Cain was at the forefront of another industry leap—helming the NACCC judging committee and leading the charge towards a unified scoring system. The system, scheduled to see its first full implementation at The Cheerleading Worlds 2015, is, according to Cain, “a great change for the industry.”
So what’s next for the Maryland Twisters? Cain’s keeping her options open but admits more growth is on the horizon. “I would love to launch other sports programs. Maybe I’ll just get a bigger building and be more of a sports complex, but cheerleading will always be my first love,” Cain muses.