The Cheer Biz Podcast

Varsity’s new Small Gym Summit announcement has the all star cheer world talking, and in this episode of the Cheer Biz Podcast, Dan Cotton breaks down what gym owners and coaches need to understand. Dan shares his perspective on why Varsity likely created the Small Gym Summit, why large brands and franchise locations are still eligible, and what he believes will happen as the event evolves over the next few years. He explains the business strategy behind the timing, the revenue opportunity, the likely impact on D1 and D2 Summit attendance, and why this new end-of-season event may not play out the way many people expect. If you own an all star cheer gym, coach competitive cheer, or follow changes in the cheerleading industry, this episode will help you think more strategically about Small Gym Summit, Varsity events, gym growth, brand structure, and how competition options may continue to shift. Dan also shares an important reminder for gym owners about how to make the best decision for their athletes, families, and business.

Thinking about selling your cheer gym someday? Or buying one instead of starting from scratch? In this episode of the Cheer Biz Podcast, Dan Cotton sits down with Matt Becker from Gym Lawyers to talk about gym valuation, buying and selling a cheer gym, legal strategy, profitability, seller financing, and what actually makes a gym sellable. Matt breaks down how gym owners can determine what their business is worth, why profit matters more than revenue, how owner involvement impacts valuation, and why many gym owners wait too long to sell. They also unpack the difference between building a gym and building an asset, what buyers should know before purchasing a cheer gym, and why buying an existing gym may be smarter than opening one from the ground up. If you own an all star cheer gym, want to improve your business valuation, or want to understand exit strategy, mergers and acquisitions, and gym ownership at a deeper level, this episode is packed with practical insight.

What makes a great youth coach stand out from everyone else? In this episode of the Cheer Biz Podcast, Dan Cotton breaks down five essential traits the best youth coaches demonstrate every single day. From reteaching skills without frustration to building real relationships with athletes, adapting coaching methods, creating stronger team culture, and balancing accountability with fun, this episode is packed with practical coaching insight for anyone leading kids in all-star cheer or youth sports. Whether you are a cheer coach, gym owner, or program director, this conversation will help you identify what great coaching actually looks like and how to develop it inside your program. Dan also shares how these coaching habits impact athlete progress, retention, team trust, skill development, and long-term success in a youth sports environment. If you want to improve your coaching staff, train better coaches, and build stronger teams, this episode gives you a clear framework to start with.

“All-star cheer doesn’t make money.” Gym owners hear it constantly—especially when they’re starting a gym. And in this episode, Dan Cotton calls it what it is: a bold-faced lie. Dan breaks down why people believe all-star isn’t profitable, why class programs do matter (higher margins, lower barrier to entry, easier enrollment), and the real reason many gyms lose money on all-star: pricing and budgeting mistakes. He explains how pass-through fees, uniforms, events, scholarships, and “adding one more competition” without adjusting costs can quietly turn teams into a financial drain. Then he lays out the bigger truth: all-star can absolutely be a net positive when tuition and assessments are built correctly—and when you understand the long-term value of an all-star athlete’s length of engagement and additional revenue opportunities. If you’re a cheer gym owner trying to build a profitable all-star program, set tuition correctly, stop bleeding money on teams, and create a system where classes feed into teams the right way, this episode will challenge your assumptions and give you a smarter path forward.

Most cheer gym owners don’t have a knowledge problem—they have an execution problem. In this episode of the Cheer Biz Podcast, Dan Cotton breaks down the “execution gap” that keeps gyms from growing, even when owners are listening to podcasts, reading books, and learning constantly. Dan shares the areas where cheer gyms most commonly fail to execute consistently, including your Google Business Profile (photos, hours, reviews, map accuracy), website audits, lead capture opt-ins, and the enrollment process that’s quietly costing you signups. He also explains why routing new families to iClass, Jackrabbit, and other registration systems too early creates friction and drop-off, how to use SMS marketing and speed-to-lead to increase conversions, and how to write simple, high-performing email marketing that gets opened and drives action. Finally, Dan walks through auditing your customer experience—from onboarding to re-enrollment—so you can reduce friction, improve retention, and increase revenue. If you want more cheer registrations, better conversions, and a business that runs smoother without adding more chaos, this episode gives you a clear execution checklist to start fixing today.

If you’ve ever wondered whether your gym director has too much power—or not enough—this episode will give you a clear framework. In this Cheer Biz Podcast episode, Dan Cotton breaks down what managers and directors in a cheer gym should actually be responsible for, and where the hard boundaries must be. He explains why true directors should have authority over hiring, training, retraining, retention, and even termination of subordinates—paired with clear KPIs so success is measurable. But he also draws a firm line on what directors should not control, including gym pricing, scholarships, major financial commitments like choreography, uniforms, and music, and decisions that impact profitability like class ratios, scheduling priorities, and overall business strategy. If you’re a cheer gym owner trying to scale, reduce chaos, improve staff accountability, and protect your margins, this episode will help you set smarter systems—without turning directors into “employees with a title” or giving away the keys to the business.

Cheer judging feels like a black box—until now. In this episode of the Cheer Biz Podcast, Dan Cotton sits down with international cheerleading judge and educator Judge Mimi. They unpack what judges are actually looking for, why many coaches misunderstand the score sheet, and what judges wish they could say out loud—but can’t put in writing. You’ll learn why “judging is inconsistent” is often a symptom of misunderstanding the system, how routine creativity really gets rewarded, why pyramid strategy and transitions matter more than most gyms think, and how different scoring systems (rubric vs comparative) change the way routines are built. They also talk about what makes routines feel “busy” versus effective, how to use judging feedback the right way, and what countries outside the U.S. are doing that American programs can learn from. If you’re a cheer gym owner, all-star coach, choreographer, or program director who wants higher scores, clearer routines, and smarter competitive strategy, this conversation will change how you see judging.

If you’re a newer cheer coach (or you lead a staff full of them), this episode is a must-listen. Dan Cotton breaks down the five most common mistakes young coaches make—and what to do differently so athletes improve faster, teams stay healthier, and your culture gets stronger. You’ll hear why young coaches take performance personally, how mislabeling athletes as “defiant” can wreck confidence, and why making everything about competitions steals the joy and the development process. Dan also explains the danger of constantly changing routines to chase judges’ comments, plus the long-term damage that happens when coaches hold grudges or give up on athletes too early. This is a practical coaching leadership episode for all-star cheer coaches and cheer gym owners who want better practices, better athlete development, and a better experience for every kid in the gym.

Why are tryout signups slow—even when you “posted the link”? In this episode of the Cheer Biz Podcast, Dan Cotton breaks down the most common reasons all-star cheer registration stalls and what to fix right now so you can increase registrations before tryouts. You’ll learn how to improve your cheer gym marketing so families actually know who you are, how to simplify your registration process so it’s easy for new families (not just current members), and how to use your all-star packet the right way to capture leads instead of giving away information for free. Dan also explains why your packet might be scaring families off, how to use email and SMS nurture to move families from “interested” to “registered,” and why urgency and scarcity (pricing tiers, deadlines, limited spots) matter if you want people to take action now—not later. If you’re a cheer gym owner trying to grow all-star tryouts, increase registrations, and build a registration system that actually converts, this episode is your playbook.

Most cheer gyms don’t realize private lessons can create massive legal, insurance, and tax exposure—fast. In this episode, Dan Cotton sits down with Matthew Becker of GymLawyers.com to break down what’s really at stake when coaches take private lesson payments directly (cash, Venmo, check) and run sessions “on the side” inside your facility. They explain why this common industry practice can blur the line between employee and independent contractor, potentially leaving both the coach and the gym owner exposed if an athlete gets injured, a parent disputes services, or an audit happens. You’ll learn the real difference between employees vs. independent contractors, why gym waivers may not protect a coach who is paid directly, how insurance carriers can deny claims, and why “small fees per lesson” can actually increase risk instead of reducing it. They also cover contract clarity (making payment terms clear and conspicuous), why hidden fees can cause major legal problems, and what a safer private lesson system can look like when everything runs through the gym. If your gym offers private lessons—or you’re considering it—this episode will help you protect your business, your staff, and your future.

Most cheer gym owners don’t have a pricing problem. They have a pricing system problem. In this technical episode of the Cheer Biz Podcast, Dan Cotton walks through how to set all star cheer tuition the right way so every team you run is financially viable and profitable. He breaks down the biggest mistakes gym owners make during tryout season, including mixing tuition with pass-through fees, setting enrollment minimums too low, and “fudging the numbers” because the true tuition number feels uncomfortable. You’ll learn how to separate tuition (what stays in the business) from assessments and fees (uniforms, choreography, music, competition fees), why you must build profit margin into every price, and how to use a per-team model so your tuition holds up even when rosters shift. Dan also shares what to do if your current rates are too low to jump all at once, plus strategies to adjust without sabotaging retention. If you want pricing that covers payroll, operating expenses, owner compensation, and profit—without guessing—this episode will show you the framework.

It’s February. Registration isn’t even open yet… and suddenly everyone is “not coming back next season.” You’re hearing it in the parent room. You’re hearing it from athletes. You’re hearing secondhand rumors about who’s quitting and why. And even if you try not to listen, it’s hard not to start spiraling: Who is actually staying? What will teams look like next year? What if we lose half the gym? Meanwhile, you still have months left in the current season — competitions to finish, routines to clean, athletes who still need you fully present. In this episode, Dan Cotton breaks down what’s really happening during this time of year. Why athlete fatigue peaks right now. Why parents start talking early. Why coaches absorb stress they shouldn’t. And most importantly, how to stop letting “next season noise” sabotage the season you’re still in. You’ll learn how to stabilize your mindset, quiet the rumor mill, refocus your team, and protect retention without panicking. If February has you questioning who will even be in your gym next year, this episode will steady you.

Most cheer gym owners think “branding” means a new logo, better colors, or updated lettering. But in this episode of the Cheer Biz Podcast, Dan Cotten breaks down the real question: should you rebrand — or should you fix what’s actually hurting enrollment? Dan explains why customers care far less about your logo than you do, why changing your name rarely solves growth problems, and what brand actually means in the cheer gym world. He walks through what matters most—your brand reputation, brand value, brand recognition, brand associations, and brand adoption—and how those factors impact trust, retention, and recruiting new families. If you’ve been tempted to “start over” with a rebrand because your marketing isn’t converting, this episode will help you make the right call—and focus your time and money where it will actually move the needle.

Can being a part-time cheer coach actually make you a millionaire? Dan Cotten says yes — and he lays out the mindset and the math. In this episode of the Cheer Biz Podcast, Dan shares practical financial awareness for cheer coaches and cheer gym owners, including how to build valuable career skills inside a cheer gym, why coaches are better at sales than they think, and how communication becomes a long-term advantage in an AI-driven world. Then he gets to the “secret sauce”: boring, consistent investing and the power of compounding interest. Dan breaks down why starting early matters, how small monthly contributions can grow over time, and why index funds and retirement options like a 401(k) or Roth IRA can be game-changers for coaches who want long-term financial freedom — without needing a “perfect” paycheck today.

It’s February — which means All-Star packets are getting built and released. And if yours is still not out (or it’s 25 pages long), you’re probably making this harder than it needs to be. In this episode of the Cheer Biz Podcast, Dan Cotten breaks down exactly how he builds his All-Star packet and why your packet should be a sales tool first, an informational tool second, and not a “catch-all” handbook nobody reads. You’ll learn what to include (and what to cut), how to keep it concise and visually appealing, how to communicate important dates and costs without boxing yourself in, and how to use your packet to attract the right families for your culture. Dan also explains how to set up a smarter system: capture emails before you send the packet, automate follow-up for people who don’t register, build registration through your website (not confusing software workflows), and create early registration incentives that help you predict enrollment and cash flow. If you want to grow your All-Star program with fewer headaches — start here.

If you’ve coached long enough, you’ve heard them all. In this episode of the Cheer Biz Podcast, Dan Cotten breaks down 10 things athletes say that drive cheer coaches crazy—from “that technique doesn’t work for me,” to “can I skip the drills,” to the ultimate frustration: “I quit.” But here’s the twist: halfway through, Dan flips the script and shows how cheer gym owners and cheer coaches use the same exact excuses in business—around marketing, CRM systems, time management, pricing, and growth. If you’ve ever caught yourself thinking “that wouldn’t work in my gym,” this episode will hit in the best way. You’ll walk away with a clearer framework for coaching mindset, athlete accountability, skill progression, and leadership habits that actually create results—on the mat and in the office.

Most cheer gym owners think “safeguarding” only means preventing the worst-case scenarios. But real athlete welfare runs deeper than policies and paperwork. In this episode of the Cheer Biz Podcast, Dan Cotton interviews Joey (Joanna) Gamper Cuthbert, former cheer athlete, coach, gym owner, and the author of Squad Safe: A Practical Guide to Athlete Welfare and Culture Change in Cheerleading. They unpack why cheer gyms need clearer standards, stronger systems, and a culture that protects athletes and coaches alike. You’ll hear why culture isn’t what your website says—it’s what happens behind the curtain, why “we’re family” messaging can backfire, and how intentional values, boundaries, and expectations help red flags stand out before something becomes a crisis. They also discuss practical realities like coach-athlete communication, consent and spotting, and why cheer needs more evidence-based, sport-science thinking to keep athletes safer and performing at their best.

Judging a cheer competition is harder than most coaches realize, and that matters for your scores. In this episode of the Cheer Biz Podcast, Dan Cotton shares what he learned after judging at a competition in Fargo, North Dakota, and how cheer gym owners and cheer coaches can design, clean, and train routines to score higher. We break down why “readability” affects execution, how stacking sections too tightly can cost you tenths, and why giving judges a breather can help your team get the credit you actually earned. Dan also explains what judges are really trying to track in real time, plus the execution drivers that get hit the fastest: uniform flexibility, locked legs, base movement, transitions, and synchronization. If your athletes don’t understand the score sheet, they’ll make “safe” choices that can quietly drop you out of range and wreck your score.

Tryouts might be in May, but if you wait until April to plan… you’re already behind. In this episode of the Cheer Biz Podcast, Dan Cotton walks cheer gym owners through the 8 things you MUST do now to set up your best tryout season for the 2026–2027 year. We cover how to evaluate what worked (and what didn’t) this season, how to build a tryout packet that sells your program without overwhelming parents, and how to plan your budget, tuition, and assessments so your cheer program is actually profitable. Dan also breaks down what to market internally vs externally, how to use organic posts as “market research” before you spend on ads, why your website needs a high-converting tryout page with an opt-in (stop giving your packet away for free), and how email + SMS automation can turn leads into registrations without you living on your phone. If you want more athletes at tryouts, smoother registration, and a repeatable system that fills teams year after year, this episode is your playbook.

Cheer gym owners are some of the hardest-working business owners out there, yet many are running packed practices, full seasons, and nonstop schedules while still feeling broke at the end of the month. In this episode of the Cheer Biz Podcast, Dan Cotton breaks down why so many cheer gyms look successful on the outside but struggle financially behind the scenes. We talk about the financial mistakes that quietly drain profit, including incorrect pricing, not paying yourself as the owner, messy books, relying on the wrong CPA, and allowing past-due accounts to pile up. Dan also explains why being “busy” is not the same as being profitable, how cheer gym owners accidentally turn themselves into the most underpaid employee in the business, and why hoping to “sell the gym someday” isn’t a real exit strategy if the gym still depends on you for everything. If you want a cheer gym that’s profitable, sustainable, and capable of growth without burnout, this episode will help you see exactly what needs to change.