When JAM Brands co-founder Dan Kessler tried cheerleading for the first time at the University of Louisville after two years of playing collegiate soccer, his friends told him he was a natural at stunting. But he still had to learn the techniques from the ground up: a toss hands, then a toss hands extension, then a liberty, then a top hand. “[Stunting] was a new athletic skill that I had to conquer and try to perfect,” he says. “That addiction of getting better kept me going to practice and working.”