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Considering a new name, new space or new approach? These changes can shake up your gym and open up new possibilities. We spoke with Kristin Perrin, owner of Central, LA-based Central Community Athletics, about her experience taking on a new gym name and two new co-owners. See what she has to say about the changes and how she’s reinvented her gym.
The wildly popular CheerUPDATES Twitter feed started off simply enough. DJ Yeager, then a coach for the now-shuttered Galaxy program, was traveling to the Majors in 2012, and his athletes wanted play-by-play updates from the competition. “I didn’t want to send out a ton of text messages,” says Yeager. “I decided to start a Twitter account instead.” Word spread quickly, and by the end of that first evening, CheerUPDATES accumulated 500 followers.
When hiring new staff, Kevin Spencer of Southern Kentucky Athletics follows the same litmus test as Facebook mogul Mark Zuckerberg, asking himself, “Would I work for this person?” If the answer is no, then the coaching candidate doesn’t make the cut.
Pretty cut-and-dried, but hiring isn’t always so simple. Finding coaches that demonstrate proper technique, are responsible and share the same values as your gym can often prove to be a tall task. So how do you go about staffing your facility with top-notch talent? We picked the brains of some of the best in the industry to get their secrets on coach recruitment.
Chesapeake, Ohio is set on the banks of the Ohio River. At last count, less than 1,000 people live in the tiny town, steeped in railway history. Stuck halfway between the two bridges that connect the town to its neighbor Huntington, West Virginia is Jill’s Tumbleworld. Owned by Jill Greenhill, the gym plays home to the Dreams All Stars and more than 350 athletes, some of whom travel two hours to train. When the girls and boys, coaches and trainers head home after a rigorous practice, they can be seen squeezing one another’s hands three times. Later, there will be a flurry of texts and social media posts that read simply, “Sqx3.”
The conversation about redistributing small gym and large gym numbers to level out the playing field of the all-star industry began two years ago at USASF regional meetings. Today, it has become USASF’s newest initiative for the 2015-2016 season.
USASF will assign gyms in Division I or Division II—previously large gym and small gym, respectively—based on the program’s total number of traditional All Star and All Star Prep athletes. A Division I gym has 126 or more traditional All Star and All Star Prep cheerleaders enrolled in their program, while a Division II gym has 125 or less.
Off-season can be a slow time, but Kansas City Athletic Cheer has found a way to keep up the competitive momentum: stunt charades. “The athletes come up with stunts and act out a theme, like a movie or a favorite summer activity,” explains KCAC owner Johanna Lucas. (Picture a Frozen theme where one stunt group has an “Ella”-esque flyer freeze the other group with choreographed arm motions, or a Brave Little Toaster-themed basket toss.) Adds Lucas, “This gives our girls the opportunity to show off skills that they’ve worked on throughout the year and to come together as a team to try out new things.”
This is just one of many ways in which Lucas and her staff keep their teams engaged, and it shows—KCAC’s program has doubled in size over the past three years.
Running a gym takes stamina, patience, resilience and the ability to multi-task like a superhero. Add a pro shop into the mix and things get even more hectic—and, if it’s managed well—even more rewarding.
Many gyms start pro shops to sell team merchandise and cheer-related items in an effort to supplement the revenue that comes from running all-star teams and classes. Though it can feel like yet another thing to add to an already very full plate, pro shops can be a huge moneymaker and help increase the profile of the gym. It takes physical space (unless the shop is online-only), manpower and the ability to juggle a side business, but for many gym owners, the sacrifices are well worth it.
With eight cheer gyms within a 30-minute drive of Beaverton, plus five more for a little extra gas money, it’s no small claim when Oregon Dream Teams calls itself the fastest-growing gym of its kind in the state. The region’s saturated cheer gym market also means that bringing new athletes through the doors is no small feat. So it’s somewhat surprising that Tori and Dan Cotton decided to take a minimal marketing approach when they purchased Oregon Dream Teams during the 2011-2012, letting their product speak for itself. But the gamble paid off: the result was a second location within two years—and twice as many athletes.
With so many business books on the market, how can you decipher between dead air and dead-on? We asked five gym owners to share their trusted tomes they used for building their cheer businesses. Check out our list to find one that will work for you.
The Ultimate Athletics Gems program first launched in October 2008 and is now in its seventh season. Both cheer and dance are offered for the gym’s 45 special needs athletes, along with the opportunity to compete at Cheersport and perform at local exhibitions. CheerProfessional spoke with gym owner Craig El about the growth of their program and his advice for others looking to follow suit.