In an industry driven largely by dollars, Maximum Cheer owners Pat McGowan and Cookie Jamison McGowan walk the talk of truly making it “all about the kids.” Their program is entirely non-profit, yet has managed to become a formidable competition presence—creating not just a unique success story, but also valuable opportunities for athletes who might not otherwise be able to benefit from all-star cheerleading.

Open to all kids, Maximum Cheer began simply back in 1995. “We started with five flat mats at the Philadelphia Boys & Girls Club,” says Jamison McGowan, adding that it was one of the first all-star programs in the state.

Today the program operates out of the Power and Grace tumbling facility in Quakertown, Penn., where they can take full advantage of the spring floor and other tumbling equipment; they rent the space for three days per week. Neither of the McGowans nor their nine coaches take a salary—rather, they put all the money paid by those athletes who can afford it back into their program, which they keep at about 75 athletes annually. Athletes hail from 12 different school districts and range in age from three to 32 years old.

Thanks to its non-profit status, Maximum Cheer is not beholden to the traditional limits of a for-profit business. For example, the McGowans have a strict policy against bullying and don’t allow parents in the gym during practices. Athletes or parents who violate these policies are released from the team. They also subscribe to the idea of attraction versus promotion—they don’t advertise, yet their program is consistently full and very strong. “We are not a ‘yes’ gym,” says McGowan. “People stay because they really like the system.”

Each year, Maximum Cheer competes at an array of events, including Americheer, InterNationals, JAM!Live and U.S. Finals; last year, its Level 4 team took five grand championships and five division championships. Viewing the experience as a means of building teamwork and character, the McGowans insist that all athletes travel together by bus, instead of individually with parents. (“The kids sit together and bond, which shows during competition,” explains Jamison McGowan.) Maximum Cheer athletes are also taught to root on every team at competition—regardless of ranking or reputation. “Trophies are nice, but good sportsmanship is far more important,” says McGowan.

Service and personal achievement are also emphasized. Maximum Cheer athletes need to maintain a 3.0 grade point average to stay active and must complete two community service projects annually. (Past philanthropic projects have included a Giving Tree, Stockings for Kids and Alex’s Lemonade Stand, among others.) Athletes have also established a peer-tutoring program where they help one another with schoolwork. “We teach the kids the ‘three R’s:’ respect for others, respect for self and responsibility for your actions,” says Jamison McGowan. Adds McGowan, “We attract a different, no-drama breed.”

Of course, keeping Maximum Cheer afloat requires no small amount of sacrifice. Both McGowans are employed full-time in other jobs (McGowan as a computer engineer, Jamison McGowan working with autistic students), and outfitting Maximum Cheer with the proper resources can be a time-consuming endeavor. “Our greatest challenge is finding corporate sponsorship so that all kids can continue to share in our program—with the economy in its current state, businesses are not as eager to give,” shares Jamison McGowan.

But to the McGowans, the end result is worth it. They continue to run Maximum Cheer both for the love of the sport and for what it does for kids’ personal development. 18 years later, their original mission still holds true: to serve all kids—regardless of financial means—and to keep it both fun and positive. Says Jamison McGowan, “Being non-profit and having a volunteer staff has allowed us to reach families from all walks of life.”

–Jenn Kennedy