When most cheerleading coaches decide to open their own gyms, they do it for love of the sport, a desire to make a difference with young athletes, a competitive drive to be the best. They don’t do it because they love chasing down accounts every month, but that’s exactly what they’ll have to do if they want their gym to stay open.

“One gym called us for advice and was $100,000 in the hole,” says Tanya Roesel, owner of Midwest Cheer Elite. “And I was like, how did you get there? People will pay what they have to pay for. If you let them think they’re at the bottom of the ladder, they will treat you like that.”