In our “Owner’s Manual” column, we ask gym owners to take us “under the hood” and give us their secrets to what keeps their gyms running so smoothly. Find out how Tara Cain puts her own “twist” on attracting athletes below:

Vital Stats

Name: Tara Cain, Owner

Gym:  Maryland Twisters All-Stars, Inc.

Location:         Glen Burnie, MD

Founded:         1998

Size:                500+ athletes; approximately 26 teams (cheer, dance & special needs)

The Dish

As a business owner, I’m not just looking at filling up my teams—I’m also generating business for camps and classes. Unlike many all-star gyms, we welcome athletes from everywhere to participate in our classes, private lessons and/or camps. You do not have to be a Twister to benefit from our training. Professional, high school, recreation & other all-star athletes are a part of our training curriculum. We really want everyone in the cheer arena to feel we are the primary training facility in Maryland; so far, that has worked to our benefit. Some of our classes include stunt class, flyer flexibility, tumbling classes by level, trampoline class and open gym.

In previous years, before we grew so big, we focused on attracting new athletes with many creative plans. We would go to various fairs and places our audience would be and perform or set up a booth to generate awareness about all-star cheerleading. (Some people still don’t even know what it is here in Maryland.) We also provided a referral fee as an incentive during certain times of the year. At one time, we also had a direct mail piece to everyone who has ever walked in the doors—once around tryout season to promote tryouts and another at the beginning of the year to create awareness of summer camps. It was sent to anyone who has ever taken a class or attended at camp at Maryland Twisters. Those are the people you’re actually targeting, as they’ve already been to your gym and met the staff.

We have partnered with our county recreation programs to “train the trainers” on stunt technique, safety, and other types of cheer training. Some of those programs have also rented our floor space for their teams as they prepare for county competitions. We have explained to our rec friends that we are not a threat. All-Star isn’t for everyone—but cheerleading and gymnastics is. We would like to continue to strengthen our sport throughout Maryland with no attempt to recruit. Inevitably, a few of their more serious athletes may transition to our all-star program, but that is few. [We want] those coaches to know we are not doing it for our team gain; we are really there to help & be a resource to them as well.

In addition to our teams and class business, we also have developed a dance program that houses two competitive hip-hop teams. That has also extended our business into dance classes (tap, ballet, hip hop, jazz, etc). We are still growing that division, but it has certainly attracted kids who are not at all interested in cheer or gymnastics. It’s another great avenue for those all-star athletes who are ready to “retire” and transition into something less demanding.

We pride ourselves on NOT recruiting all-star athletes at other gyms during events or competitions. If a parent or athlete approaches us, that is one thing.  But we don’t proactively seek them out.

Creating a certain atmosphere for walk-ins can also be a good recruiting tool. We have three viewing areas for parents and articles written about us up in the lobby, along with a display of our Worlds trophies. The employees in the front office are trained to create the right first impression. Having the right staff in place will also attract families to not only feel welcome, but stay within our Twisters family for the long-term.

Like snowflakes, no two cheerleaders are alike. Though athletes may be a sea of energetic smiles out on the floor, off the mat is a dynamic mix of personalities—from social butterflies to wallflowers and from Type-A perfectionists to laid-back types. That diversity often translates to learning styles as well, a difference that is less obvious but critical to maximizing team performance and efficiency at practices.

New Zealand teacher Neal Fleming’s popular VAK model states that are three principal styles of absorbing new information: visual (learning by seeing), auditory (learning by hearing), and kinesthetic (learning by doing). Typically, most people fit primarily into one category that works best for them to retain information, though each style contributes to the overall learning process.

According to learning specialist and author Kevin Roberts, coaches should create a multi-sensory learning experience that can meet the needs of every team member. In the gym, this may mean teaching a new stunt by first explaining the sequence verbally, then showing a video of the stunt sequence or having another group demonstrate, and finally, letting the athletes test their grips and positions on the ground before building. It’s also important to acknowledge various emotional needs (like showing patience with someone who asks many questions) and to be sensitive to non-verbal cues that show an athletes’ receptivity to learning.

“Endeavor to understand the learning styles of each member of the group and hit all the styles in the presentation of a skill,” Roberts advises. “You can’t take a one-size-fits-all approach.”

At Cheer Ltd.’s cheer camps and clinics, president Gwen Holtsclaw and her team put those principles into practice—in the literal sense. “The key isn’t as much in the teaching/presenting of the information as it is the repetition, illustration, and practical application,” says Holtsclaw. “Methods of reinforcing information can be diverse and create a much better result of every type of learning style.”

If you’ve been listening to the buzz around the parent viewing rooms at your gym, you’re sure to know that USASF recently released its Worlds packet for 2013. I was surprised to see the addition of “Section V – Athlete Behavior” to the rules and regulations. When I was reading part A, subsection c of this new rule, it made me a little bit sad for the athletes competing this year. No more high fives, team rituals, running out and hugging coaches. No more collapsing on the mat at the end of the performance. No “displays of public affection.” There is some bite behind this rule: any violation can be a 2-, 4- or 6-point deduction.

So why? I asked quite a few people that went last year and I read a bit of the buzz on the Internet about their thoughts. Everyone agreed that time is an issue at Worlds. Teams need to get on and off the performance area in a timely manner to keep things running on schedule. But wouldn’t any delay caused by excessive celebration already be penalized under Section V, part A, subsection a where teams get 30 seconds to enter and 30 seconds to leave the floor? If a team can get off of the performance floor within 30 seconds, should they be penalized if they do so while hugging or holding hands? I started wondering—are we taking the cheer out of cheerleading? It’s the marriage of elite tumbling, gravity-defying stunts and beautifully choreographed dance held by the glue of energy and exuberance that draws so many to this sport. Are the rule changes slowly chipping away at what we love about cheer, or are they necessary steps in the growth of the sport?

First came last spring’s rules change bombshell: Difficulty restrictions, uniform regulations and the unfortunate singling out of the “flamboyant ” male cheerleader (which, thankfully, was removed). And now—no excessive celebrations. It reminds me of the rules put into place by the NFL starting in the 1990s into the 2000s. Coaches, fans and players agreed that some celebrations were out of hand (does anyone remember Chad Johnson performing CPR on the football?), lots of fans complained and said the player celebrations helped to make the players more energized and the game more entertaining. The league eventually found a compromise and today Gronkowski of the Patriots gets his big spike, New York’s Victor Cruz gets to salsa and everyone in Green Bay loves the Lambeau leap. Hopefully the USASF will come to the same conclusion and allow a bit of celebration.

For many athletes, Worlds is the culmination of years of hardwork and dedication. If it all comes together for you and you’re flawless for two minutes and thirty seconds—shouldn’t you be allowed a fist-bump, a hug or a couple of high fives?

This post originally appeared on our partner website Cheer Parents Central.

Question: I am in a market where there is not a gym or all-star program and have almost 20 years of cheer experience but would love some help with getting a gym opened! Do you have any advice for a budding gym owner on how to get started? – Ali

Business experts and Gym Kix owners Carrie Harris and Stephanie Beveridge

Answer from Gym Kix co-owners Carrie Harris and Stephanie Beveridge: First and foremost, we applaud you for having the enthusiasm and bravery to start your own business. We could probably write an entire novel full of tips for a budding gym owner.  We thought back about our first years and decided that there were a few things that are “must know” tips:

***Before starting any venture, especially one as unique as the cheerleading business, we would ask that you evaluate your reason for starting a business. Do you want to make money? Be your own boss? Do you love children? Do you enjoy the sport of cheerleading? What exactly makes you want to start up a business? (Because that is what it is—a business!) Most people start in this industry because they love the sport and they love working with kids; however, it has to be more than that or you will get burnt out. You have to understand that you must treat your business like a business or you will get frustrated and be left broke. Always remember that the owners of McDonald’s love business, not just burgers. You must be a business owner first and a coach second if you want to stay around for years to come.

***After evaluating your motivation, you will want to find a trustworthy accountant, insurance agency and attorney. I have seen many gym owners start up their business and start coaching without a full understanding of balance sheets, payroll, insurance, leases, taxes and the many other facets that can overwhelm even the most veteran business owner. Without consulting honest professionals before making decisions such as signing a lease or writing paychecks, you can have your business torn apart faster than you can say 5,6,7,8.

***In addition, I would network with other business owners in our industry, out of your state if possible. (Conventions are a great way to do this!) You will quickly find that your time is your most valuable asset so please don’t try to reinvent the wheel!  Invest the time up front in researching how the successful programs got to where they are. You will want to ask how they register people, how they run their seasons, how they bill and an overview of their day-to-day operations. Find out how others have become successful and tweak it to fit your personality and business model. We have personally assisted numerous new businesses and we are always open to helping new business owners get started by sharing our forms, facility information, operating systems, advice and more.  Businesses that have been around will know what works and what doesn’t, and they are usually eager to help other entrepreneurs.

Once you have your location and business items in order, you will need to get an effective marketing campaign started. We recommend the following to ensure your clients can find out information about your business even before your doors open:

• Listing in Phonebook: We recommend using the least expensive listing to save money. Most people don’t consult phone books, so your money is better spent on good signage and having a good online presence. We also cannot emphasize enough how important it is to have your phone answered as much as possible by a real person. If it isn’t possible, then you must ensure that customers are called back in a timely manner. It sounds simple enough, but most places tend to neglect this very important tip!
• Website: We use Jam Spirit Sites as they are affordable and it is very user-friendly.
• Social Media: At a minimum, you should have a Facebook page and Twitter account for your business.
• Business-to-Business Relationships: Join your Chamber of Commerce and start networking with daycares, doctors, schools, real estate offices, local stores, nail shops and the library.  Many times, they are willing to place your flyers in their business if you offer to do the same.

Don’t forget to track where you are getting referrals from, at least for a couple years. This will allow you to see where your marketing money is most effectively used.

With these basic tips you can choose your business’s destiny. After years of business, we have come to the conclusion that new cheer businesses are either destined to be a stick of dynamite or a dynamite factory. A stick of dynamite will definitely get attention, but the fuse burns quickly, then it explodes, and then nothing is left but devastation. However, with proper planning, the right motivation and a business mindset, your business can be the dynamite factory:  profitable, long-lasting and an asset to your community.

Now go produce dynamite!

Stephanie Beveridge & Carrie Harris of Gym Kix

So today is the day: the last practice before we head out to Ohio and compete for the first time. There are a lot of emotions going into today. We have also had some major setbacks. Our uniforms (due to Hurricane Sandy) didn’t get shipped out, so our tumbling director drove to Pennsylvania to pick them up today. One of our bases had heart surgery last Friday and her first practice back is tonight. Stress factors? Sure, but this team can handle anything.

As a coach, I try to take everything in stride and not let my team know that anything is bothering me. I will say that I am rather calm for it being the last practice before competition. I don’t have crazy nerves, no urge to throw up at the mention of warm-up times. What I am is proud. I’m proud of my team for how far they’ve come in the past 4 months.

Four months since our building collapsed in a tornado during practice. This team has been through so much. They are bonded by something most people can’t imagine. It is my hope that this weekend brings them together even more as a team and shows them just how amazing they are. So going into this last practice, I put together a motivational piece for my Dream Team. It has the voiceovers plus song choices from the routine. It has their name in huge letters across the bottom. Then it has my words:

Dream Team,

The time is here. The moment where hard work & dedication meets destiny. This is YOUR time to shine. Who would have thought that almost 4 months to the day after our building fell, we would be competing? We are going to shock the world when we step on stage. This team is 150% stronger & more talented RIGHT NOW than you were in May at US FINALS. Each of you brings an element of greatness to this routine. Have the confidence in yourself & your team and you are already coming out on top.

I am so proud of each of you & how you have bonded as a team & stood up to the challenge. July 8 is a day none of us will forget – but it has given you strength. It has given you a motivation to be better than the best.

“Never compete with someone who has nothing to lose.” – Baltasar Gracian

We have nothing to lose. We have been through the worst. Make them FEAR THE TEAL.

I leave you with 4 words – I. BELIEVE. IN. YOU.

This piece was originally posted on Cheer Parents Central by Cheer Fusion coach Mandi Spina.