A new gym’s tryouts listed in the local newspaper calendar. Facebook ads promoting a new team. A Twitter campaign that targets most of the local cheer community. Coaches wearing shirts emblazoned with gym info at competitions, making sure to be seen by the Level Five athletes. Signs in the median of the road, attracting the attention of athletes on their way to their current gyms. There are also promises: free tuition if you’re good enough—not to mention free uniform, free travel and the assurance you’re going to Worlds. Cash bounties for getting your (talented) friend to sign up from your competitor. Cheerlebrity-style opportunities for sponsorship, exposure or branding.
The co-founders of Cheer Athletics eye the wide expanse of blue mat and white-and-blue Panthers in front of them as the speakers thunder the lyrics, “We don’t know how to fail—Small, Medium, or Large, we’re tougher than nails and we’re gonna leave the other cats chasing their tails.” The lyrics are no empty boast: Cheer Athletics is arguably one of the most successful all-star programs in the nation.