The Cheer Biz Podcast

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.

Every cheer gym owner gets hit with opinions. The problem is, most of those opinions come from people who don’t understand your business—and taking their advice can cost you money, create chaos, and slow your growth. In this episode of the Cheer Biz Podcast, Dan Cotton breaks down exactly who you should be careful listening to when making decisions about your cheer gym, pricing, marketing, culture, and leadership. Dan explains why well-meaning biological parents tend to push safe, conservative choices, why staff input can accidentally create slow decision-making and entitlement, and why one loud unhappy customer can pull you into knee-jerk decisions that upset your happy majority. He also calls out the internet at large, ChatGPT as a “business coach,” and business gurus who aren’t actively running cheer gyms—plus the real-world consequences of taking generic advice that doesn’t fit the cheer industry. If you’re a cheer gym owner, director, or coach, this episode will help you build a smarter “advice filter,” choose the right mentors, and make confident decisions based on proven experience—not noise.

If you want to be a stronger leader in your cheer gym in 2026, you need better questions—not more hustle. In this episode of the Cheer Biz Podcast, Dan Cotton shares seven questions every leader should ask themselves to level up leadership, strengthen staff performance, and build a team that can operate without constant supervision. Dan breaks down how to evaluate whether you’re actually growing as a leader, whether your team is rising with you or falling behind, and whether you’ve provided the tools, systems, and clarity your staff needs to succeed. He also explains the difference between developing leaders versus managing doers, how to delegate at the level your business requires, and how to identify whether your team is getting better because of your leadership—or in spite of it. This episode is a must-listen for cheer gym owners, program directors, head coaches, and managers who want better staff accountability, smoother operations, and a culture where people take ownership. You’ll walk away with a simple leadership framework you can revisit annually to improve your communication, delegation, systems, and team development.

If you own a cheer gym in a rural area or you’re the first program in your community, your biggest challenge is simple: education. Parents can’t buy what they don’t understand. In this episode of the Cheer Biz Podcast, Dan Cotton shares how to educate a small-town market about all star cheerleading, build awareness fast, and position your gym as the go-to destination for youth sports training. Dan breaks down three practical strategies that work especially well in rural communities: show up at every public performance opportunity (and capture leads while you’re there), use social media to show what you do beyond flyers, and host community events at your facility that double as lead-generation machines. He also explains why your follow-up system matters more than your ad budget—and why paid ads are wasted if you don’t have automation, waivers, and email/SMS follow-up in place. If you’re building a cheer gym in a small town, trying to grow enrollment, or launching a program where cheer isn’t mainstream yet, this episode gives you a clear plan to create demand, capture leads, and corner your market.

In this episode of the Cheer Biz Podcast, Dan Cotton breaks down one of the most common frustrations in all star cheer: how to get more commitment, dedication, and buy-in from your athletes. After 22 years of coaching, Dan shares what actually works to build teams that show up, work hard, and care about standards—without pretending you can magically guarantee perfect attendance or perfect attitudes. You’ll learn how to build identity first so performance follows, create team values and shared language, and use rituals that make athletes feel like they belong. Dan also explains how to focus on growth over outcomes, praise effort and progress, normalize mistakes in practice, and create structured autonomy so athletes feel ownership without coaches losing control. This episode also covers the leadership side: building strong coach-athlete relationships, checking in emotionally, correcting wisely, and creating a practice environment athletes don’t want to miss. If you’re a cheer gym owner, coach, or program director who wants better effort, stronger culture, and more consistent attendance, this is your blueprint to build dedicated teams the right way.

If you want your cheer gym to be unrecognizable in 2026 (in the best way), this episode is your wake-up call. In this high-energy episode of the Cheer Biz Podcast, Dan Cotton lays out the real steps it takes to transform a cheer gym business—no fluff, no motivation without execution. He talks about why most owners “nod their head” and never follow through, and what it actually looks like to commit to growth when it gets uncomfortable. Dan breaks down the core drivers of real change for cheer gym owners: Set measurable 2026 goals and track them consistently Systemize everything so you stop being the bottleneck Level up your staff so your capabilities multiply Learn to use AI as a tool that saves time and increases output Master your calendar with time blocking and batching Replace bad habits with better ones so your energy and focus match your goals If you run a cheer gym, tumbling program, or youth sports facility and you want more enrollment, better systems, stronger staff, and a calmer business in 2026, start here.

Tryouts are closer than you think—and if parents don’t trust your team placements, the day after tryouts can turn into emails, angry calls, and families threatening to quit. In this episode of the Cheer Biz Podcast, Dan Cotton breaks down how to build trust in your placement decisions before tryouts even happen by tightening your systems and educating parents early. Dan shares how his gym went from dreading team announcement day to having only a handful of post-placement conversations—by clarifying expectations, creating a skills rubric (low/medium/high range), and changing the tryout process so coaches evaluate athletes over time instead of a quick snapshot. In this episode, you’ll learn how to: Create a clear tumbling + execution rubric so parents understand what “level-ready” really means Use level evaluations + 2–3 weeks of level practices to place teams with more confidence and accuracy Educate families on stunting roles, team needs, and why placements aren’t only about tumbling Reduce entitlement and confusion by explaining your methodology upfront Protect your time by preventing placement blowups before they start If you’re a cheer gym owner, director, or coach, this episode gives you a practical placement system that builds parent buy-in, improves team quality, and makes tryout season calmer for everyone.

Want more male athletes in your cheer gym? In this episode of the Cheer Biz Podcast, Dan Cotton breaks down what actually works (and what doesn’t) when it comes to building a strong coed cheer program. Dan shares lessons learned over eight years of running coed teams—from the early “all-girl gym” days to growing a true boys pipeline—and explains why most gyms struggle to recruit male cheerleaders in the first place. You’ll learn how to: Make it obvious online that your gym is open to boys through branding, content, and messaging Use stunting as the gateway to get boys hooked quickly Run open stunt sessions and create low-pressure entry points for new male athletes Fully integrate boys into the sport instead of letting them “stunt only” Motivate boys through competition, strength, community, and responsibility Avoid the common mistakes that backfire, including “boys cheer for free” and out-of-town recruiting If you’re a cheer gym owner, director, or coach who wants more coed opportunities, stronger stunting groups, and a healthier pipeline of male athletes, this episode gives you the real strategy to make it happen.

In this episode of the Cheer Biz Podcast, Dan Cotton sits down with Chris Rack, owner of Cheer Athletics Chicago, a former corporate executive who left a high-level leadership career to build a cheer gym—and challenge the status quo. Chris shares what happens when you bring sales and marketing systems, speed-to-lead, and world-class customer service into an industry that often struggles with communication. You’ll hear how Chris built processes to respond to leads quickly, why “trust the process” frustrates parents when the process isn’t explained, and how his gym earned a wave of five-star Google reviews in its first months by obsessing over the customer experience. He also breaks down how to create buy-in with athletes and staff, why fear-based coaching is fading, and what modern athletes need from gym owners now. If you’re a cheer gym owner, director, or coach looking to improve communication, retention, culture, and growth, this episode is packed with practical ideas you can implement immediately.

In this episode of the Cheer Biz Podcast, Dan Cotton breaks down a tough question every cheer gym owner eventually faces: when should you fire a customer and end the relationship? Dan shares why he’s not a fan of the “Bye Felicia” mentality, but also explains the two situations where letting someone go is not only justified—it’s necessary to protect your business, staff, and gym culture. You’ll learn how to handle: Nonpayment and why allowing multiple missed months creates a hole most families can’t climb out of Culture and values misalignment, including gossip, public negativity, and rumor-spreading that poisons trust When to have a sit-down conversation vs. when it’s time to part ways How to set clear expectations so you don’t enable entitlement or inconsistency Why educating new families (and re-educating long-time ones) prevents problems before they escalate If you’re a cheer gym owner, director, or program manager, this episode gives you a clear framework to protect your culture, enforce standards with professionalism, and make the hard decision the right way.

In this episode of the Cheer Biz Podcast, Dan Cotton shares the exact strategies cheer gym owners need to excel at social media in 2026—without obsessing over vanity metrics like likes and followers. If you’re a local, service-based business, the goal isn’t going viral nationwide. The goal is building trust, staying visible in your community, and turning attention into leads, registrations, and revenue. Dan breaks down how to use AI the right way (and what to avoid), why you need a presence across multiple platforms, and how to post more content than feels comfortable so your ideal families actually see you. He also explains how to leverage your best content creators—your athletes and staff—and why consistent engagement on other people’s posts builds goodwill, reach, and algorithm momentum. If you want your gym to grow faster in 2026, this episode gives you a clear plan to build a stronger online presence, create better content, and show up confidently without worrying about what other gym owners think.

In this episode of the Cheer Biz Podcast, host Dan Cotton pulls back the curtain on the real-life behaviors that drive gym owners and managers absolutely crazy—and what great employees do instead. As the owner of three companies with over 75 employees and a consultant to more than 150 gyms, Dan has seen the same patterns over and over again. He breaks down the most common staff habits that quietly erode trust and culture: showing up late or unprepared, calling out right before a shift, leaving mats and equipment out, walking past overflowing trash, gossiping on the floor, starting and ending classes off-schedule, ignoring curriculum, and asking for more hours only to turn them down when offered. You’ll learn: How late arrivals and last-minute call-outs wreck operations and trust Why “that’s not my job” thinking hurts the entire gym How gossip and venting in the gym poison your culture Why time, cleanliness, and curriculum matter more than you think How to become the coach owners want to promote and pour into If you’re a cheer gym owner, director, or coach, this episode is part vent session, part leadership training—and a must-listen before your next staff meeting or hiring push.

AI is powerful—but it can also make you look unprofessional, confuse your customers, and cost you real money if you use it wrong. In this episode of the Cheer Biz Podcast, host Dan Cotton breaks down the five biggest AI blunders he sees cheer gym owners making right now—and how to avoid them. Dan shares real examples from his own businesses and from gym owners who have relied on bad automations, untrained chatbots, and generic AI business advice. From cringe-worthy auto-responders and risky AI chat on your website to using tools like ChatGPT for pricing, finances, and copy-paste emails you never even proofread, Dan shows you where AI goes wrong and how to use it safely and strategically instead. You’ll learn: Why lazy auto-responders are quietly turning off leads The danger of plugging in untrained AI chatbots for parents and prospects Why generic AI advice on pricing, profit, and opening a gym can lead you into bad debt How copy-paste AI content makes you sound fake—and how to fix it What “AI hallucinations” are and why you must verify anything it tells you If you’re a cheer gym owner, director, or coach who wants to use AI to save time and grow smarter—without embarrassing mistakes—this episode is your practical guide to using AI as a tool, not a trap.

Can your gym feel like family without turning messy? In this episode of the Cheer Biz Podcast, Dan Cotton shares how to build a genuine family atmosphere with standards, consequences, and clarity—so you’re loved and respected. He walks through the early years of blurring lines with friends-turned-staff, the painful lessons (including a real embezzlement case and what it cost), and the systems that now keep his teams connected, accountable, and drama-free. You’ll learn how to set role expectations, hold compassionate but firm conversations, and avoid the entitlement that burns owners out. If you’re a cheer gym owner, director, or coach, this is your blueprint for a healthy, high-trust culture that actually performs. You’ll learn: Where “family feel” goes wrong—and how to fix it with clear roles and consequences. The difference between empowering staff and enabling inconsistency. A simple framework for tough talks that protect standards without losing heart. Why “loyalty without accountability is dependency,” and how to reset expectations.

We’re closing out 2025 with a hard look at the habits that quietly stall growth—and how to fix them before 2026. In this episode of the Cheer Biz Podcast, Dan Cotton lays out the five biggest blockers holding cheer gym owners back (plus a bonus): weak websites and marketing, inconsistent social media, lack of patience and consistency, focusing on the wrong things, not protecting your time and health, and misusing AI. Expect clear examples, tough love, and a step-by-step plan you can put to work today. You’ll learn how to: Turn your site into a lead-gen machine and stop guessing at what works in Facebook/Instagram ads. Build a daily content cadence that actually drives inquiries (and why three posts a day isn’t crazy). Trade “quick wins” for repeatable systems and patience that compounds. Refocus on goals, staff development, enrollment, and routine quality—what truly moves the needle. Guard your energy: sleep, fuel, move, and batch work to reclaim hours each week. Use AI as a scalpel (not a hammer) to edit, iterate, and speed execution—without losing your voice. If you run a cheer gym, tumbling program, or youth sports facility, this is your blueprint to grow enrollment, strengthen culture, and hit your 2026 goals with clarity.

In this episode of the Cheer Biz Podcast, Dan Cotton sits down with Ashley Newberry, gym director at Dream Extreme All-Stars in Vacaville, CA—Miss California, children’s book author, and culture-builder behind one of NorCal’s fastest-growing programs. Ashley shares how a single private lesson snowballed into camps, classes, and a full program; how her team moved from a shared gymnastics space into a cheer-focused facility; and why putting safety, belonging, and communication first created explosive, sustainable growth. You’ll learn: The Novice-3 “bridge year” strategy that helped a Junior 2 group confidently step into Level 3—without burning them out. Practical ways to educate parents on attendance, stunting math, and score sheet realities to protect team opportunity. How a cheer sister program and all-gym “pink practice” build cross-team community and retention. Systems for monthly newsletters, read-tracking, and message consistency across platforms. Why “confidence and character over trophies” is a winning business strategy. If you’re a cheer gym owner, program director, or coach, this conversation gives you a playbook to level up divisions, communicate like a pro, and grow a gym families trust.

In this candid episode of the Cheer Biz Podcast, Dan Cotton tackles a hard truth: the gym down the street isn’t your enemy. Most programs are serving 1–2.5% of local youth, which means the real opportunity isn’t poaching athletes—it’s growing awareness of all-star cheer, tumbling, and youth programs so more families enter the sport in the first place. You’ll hear why your true competition is often soccer, volleyball, and other full-time sports, not fellow cheer owners, and how collaborative marketing can lift every program in your area. What you’ll learn: Why the market is far from saturated—and how to reach first-time families How two gyms marketing simultaneously can increase total demand Practical ways to coordinate offers, timing, and messaging with nearby gyms How to reduce “poaching panic” and refocus on long-term athlete pipelines (hello, ages 7–8) A mindset shift that creates calmer seasons, better culture, and more revenue for everyone If you’re a cheer gym owner, coach, or program director, this episode is your blueprint for going from rivalry to real growth—together.

In this episode of the Cheer Biz Podcast, host Dan Cotton breaks down everything gym owners and coaches need to know about the Limited Division at USASF Worlds—where it came from, who it’s meant for, and why it’s become one of the sport’s most misunderstood divisions. Dan dives into the history of Extra Small and Limited, the original protections that worked, and the loopholes that have caused frustration for smaller programs. He also shares his personal experience moving teams in and out of the division, and what changes could make it fair for everyone. You’ll learn: The true purpose of the Limited Division and how it started Why the “D2 + one Worlds team” rule still matters Where the system broke—and how to fix it Why removing the division entirely would hurt small gyms If you’re a cheer gym owner, coach, or Worlds-level athlete, this episode gives you a real, unfiltered look at what’s working, what’s broken, and what Limited needs to survive.

Competition season is here—don’t just survive it, thrive. In this episode of the Cheer Biz Podcast, Dan Cotton shares 10 battle-tested tips to make comp days smoother, calmer, and more successful for cheer gym owners and coaches. You’ll learn how to delegate non-coaching tasks, systemize your pre-comp and day-of communications, book cleanup/choreo help early, fuel yourself with a real comp-day meal plan, script routines to read the score sheet like a pro, and assign social media coverage so every team gets seen. What you’ll take away: A step-by-step delegation plan so you can focus on athletes when it matters most. Plug-and-play systems for itineraries, parent messages, and day-of updates. When to schedule choreo cleanups and guest coaches so you’re not scrambling later. A realistic comp-day nutrition plan that keeps your energy steady all weekend. How to script skills to protect difficulty and make smarter AccuScore conversations. Content assignments for staff that fill your feed with quality photos and video. Perfect for cheer gym owners, head coaches, and program directors who want fewer fires, better performances, and a calmer staff experience—week after week.

Scammers love busy business owners—and cheer gyms are prime targets. In this episode of the Cheer Biz Podcast, Dan Cotton shares real stories and practical steps to protect your money, accounts, and reputation from the most common attacks hitting gym owners right now. You’ll hear how a convincing “change of bank details” email stole a rent payment, what red flags to look for in phishing messages and spoofed websites, and why too-good-to-be-true equipment “deals” are almost always traps. Dan also breaks down predatory financing—from “gross receipts” loans to buried terms like forced draws and sky-high interest—and explains how to pursue legit lines of credit with a real bank instead. Finally, he covers government/tech support impersonation scams, “Facebook account will be deleted” scare tactics, and the universal gift-card red flag. What you’ll learn: How to spot phishing (domain look-alikes, spoofed bank pages) before you click The loan terms that scream “predatory” and what a legitimate LOC looks like Safe-buying rules for used gear and marketplace posts When to verify by phone/in-person before sending money The fastest way to shut down “urgent” calls, texts, and DMs If you’re a cheer gym owner, coach, or youth sports operator, this playbook will help you avoid losses, shut down scams, and stay focused on your athletes and business.