And the Survey Says…

Industry leaders weigh in on our question of the month.

CBN Dec/Jan 2009

What changes or modifications do you think need to take place in order for all-star cheerleading to continue to grow?”

The all-star cheerleading market has seen more ups then downs during the course of its 25-year history, but lately a unique set of challenges have been surfacing ranging from member retention due to burnout to finding ways to make the sport more accessible to potential athletes who may be thwarted by the tumbling requirements. Everyone involved— from gym owners and coaches to retailers and company presidents—has a vested interest in the industry’s future success. Here’s a roundup of what some of all-star cheer’s major players had to say about this season’s hottest topic.

On Skill Requirements

• “We really need to focus on the core skill sets that made [all-star] cheerleading such a phenomena. Creative choreography, an emphasis on character building and ethical practices will enhance the growth of our industry. Within 10 years, I think the industry will adopt a more global view with conservative costumes and less emphasis on tumbling, therefore accommodating the needs of athletes from different parts of the world.”—Kiki Bittner, president of PacWest Spirit Group

• “I often hear that both technical skill requirements and cost are variables that impact decisions to participate. Both of these areas must be addressed by the USASF/IASF. At the same time, cheerleading continues to attract attention and interest internationally, so we in the U.S. must work in partnership with other countries to ensure that decisions to attract and maintain participants help to do so in all markets—a huge challenge indeed. This likely means reviewing the technical elements of a cheer routine (specifically in tumbling and possibly in other areas as well) with a goal of maintaining both the unique identity of all-star cheerleading and its athletic nature, while at the same time promoting continued growth in participation around the world.”—Mike Burgess, president of USA

• “I think the importance of tumbling needs to be de-emphasized just a little bit. I love tumbling skills and think it adds a lot to every routine. My only issue with it is that it creates so many roadblocks for athletes who’re giving cheerleading a chance for the first time. Whether it be because they have such a mental block that they and their parents, have to try another sport out of disappointment and frustration, or because a 15-year-old girl who’s never cheered before realizes that she doesn’t stand a realistic chance of getting that back tuck in time to make the team. I think we’re missing the boat on so many athletes who would love the sport if they didn’t feel like tumbling dictated their success. Stunting, on the other hand, is an activity with a true ‘team spirit.’ Almost anyone can learn how to stunt and the immediate gratification is outstanding, as stunt groups continue to learn and master new skills on a regular basis. I think a refocus on stunting will keep kids in cheerleading for many years to come.
”—Justin Carrier,  executive director of strategic development for NCA/NDA

• “All-Star cheerleading needs to reach a different type of athlete. I feel there has been way too much emphasis on tumbling. Tumbling takes many years to master and to move through the progressions. Most kids get burnt out in level 1 or 2 and just quit the program. I’d like to see the addition of non-tumbling all-star divisions. This could attract a new type of athlete who would get excited and could easily progress through the current levels.”—Scott Foster, president of WSF

On Teamwork

• “I believe the greatest asset we have to grow the all-star market is unity. Gyms can’t grow the market by themselves. Event producers can’t grow the market unless their events help gyms attract and hold more participants. Parents must believe that all-star [cheerleading] is safe and legitimate to spend their hard-earned money to support it. Athletes must enjoy participating or they won’t dedicate the effort required to stay in it.”—Jim Chadwick, president of USASF/ISASF; vice president of USA Cheer

• “For the all-star industry to grow, there needs to be continued growth in the relationships between the gyms, coaches and event producers. The industry needs to realize that we’re all in this together no matter where you live and who you compete with. For example, gyms in the same city need to work together to help promote the growth of cheerleading in the city. If gyms continue to have friction it’s not conducive to growth. The second thought is education. Gym owners, coaches and event producers need to continue to educate themselves to improve this sport. Think of it as professional development. Everybody has a different perspective, another set of eyes. The more input you take, the more you can learn, the better you become. This sums up how we can make our industry better. We need to educate and learn from each other.”—Dan Kessler, co-owner of The JAM Brands

• “We, as an industry, need to look at the crux of why parents put their children in any activity. I believe that they measure the perceived benefit of all-star cheerleading versus other activities, and in an increasing number, seem to be choosing the other activities. We need to look at the factors parents are looking at and unite as an industry to swing those factors back into our favor. Time commitment has become a major factor. In many instances, kids have to give up every other activity they enjoy in order to cheer for an all-star program—for many families that cost is too great. We have run across a few ultra-successful programs that have a limited two-hour practice session per week—these programs seem to have kept a healthy balance in mind and don’t have the attrition problems facing some of the more ‘practice intense’ programs.”—Jim Thorp, president of The American Cheer & Dance Championships and CTC

• “The growth of the industry in my opinion comes from the small gyms. There are so many small gyms in the sport of cheerleading and we need to make every effort to ensure their success. Most of the time with any success at all, they grow into a larger gym. At times they feed the larger gyms in the area. No matter what role they play, certainly we can’t grow without the small gyms. This sport has brought many wonderful memories to a lot of kids. Let’s just stay in the direction we’re going.”—Regina Symons, president of American Cheer Power

On The Athlete

• “I personally feel we need to put the ‘fun’ back into all-star cheerleading. In the early years, girls and guys joined an all-star team because they didn’t make a school team. There either weren’t enough spots or maybe they didn’t have a great tryout. They participated in all-stars because it was fun and it was social. Today I feel like too much pressure is being put on the all of the athletes to get skills they may never master. This doesn’t make it fun for them. They get burned out putting in so many hours at practices, private lessons and competitions that they leave an activity that they really do love but just don’t want the pressure. I applaud those athletes who compete at level 5. They’re amazing and have put in the time and dedication to get to that level. What we as industry leaders need to remember is that the majority of the athletes who participate in all-star cheerleading are not level 5 and may never reach that level. As event producers, coaches and gym owners, we must keep it fun.”—Kevin Jones, president of Spirit Innovations.

• “In order for all-star cheerleading to grow it must become more appealing to a broader group of young athletes. The pendulum has swung too far, and to be successful there is now too much emphasis on tumbling aspect of the sport. The by-product is that gymnastics has become a barrier for youth athletes to enter all-stars. A 16-year-old right now can play softball, soccer or basketball via their school or a private club. For that same 16-year-old without any gymnastics experience there isn’t a place for her/him in all-star cheerleading. We need to de-emphasize the tumbling and do a better job as an industry to get the word out.”—Mike Martinez, president of the Athletic Championships

• My primary suggestion is a shift in the mindset of gym owners from innovation to integration. The one constant in any community is the school system, and one constant within the vast majority of schools is athletics. To increase cheerleader enrollment, gyms can gain great traction in their community by working closely with the schools in that community. The cost to the gym? Essentially nothing but utilities. The benefit? Enormous. Having high school coaches begin to see the benefits of working together with a local all-star gym is a great start toward integration of practice times, competition selections, etc. My second suggestion is targeted toward improving retention of current all-star cheerleaders. Cheerleaders burn out on all-star cheerleading not because they get tired of competing but because they tire of a year-long involvement with no meaningful breaks. Surprise your cheerleaders with a random week off. Close the gym for a week just for a holiday. If gym owners can build enough surplus to close the gym for a month, great. If not, consider rotating specific teams through a one-month break schedule.”—Gwen Holtsclaw, president of Cheer Ltd.

• “The overall cost of all-star cheerleading is becoming our biggest problem and worst enemy. It’s not just one group’s fault—the blame lies on all parties, including coaches, gym owners, event producers and even the parents. Here’s a look at some of the issues from my perspective: 1) parents and coaches continue to want more out of these events they are attending (more prizes for the kids, special lighting, more everything) as well their teams having the coolest, most unique uniforms possible; 2) gym owners are wanting more rebates and deals while still wanting more out of the event in terms of production, awards, etc., and the event producers are trying to maintain profitability while the costs of doing business are going up dramatically (increased travel costs in hotels, airfares and gas and vastly increased venue costs). All of things collectively continue to price all-star cheerleading out of range for many of those involved especially given the current state of the economy.”—Aaron Flaker, co-owner of The JAM Brands

On Perception and Education

• “We must elevate the perception of our sport and the participating athletes. Those of us within the industry understand the athleticism, preseverance, teamwork and leadership that’s achieved by every successful athlete or team. Together, we must educate the public of the truth we know. However, the mainstream media (through movies like the [ital: Bring it On] franchise) and general public perception includes a far different viewpoint. For long-term growth and a strong industry, cheer gyms must be profitable, the sport must be recognized as healthy for its participants and available to all, and parents must be confident that their child’s involvement will make them a better adult—not just a winner of trophies.”—Karen Halterman, senior vice president of NCA

• Right now, the industry appears to have stalled with too much of the focus on how things are instead of how they should be. A frank, open discussion between gym owners, event producers and parents needs to take place to make sure we move in the right direction for our athletes. Together we have the power to guide the direction all-star cheerleading takes. We need to make it possible for more people to participate. In order to do that, we should start by examining the skill requirements overall. Is there too much emphasis placed on the elite athletes? Are there enough opportunities for athletes of all abilities to participate and reap the rewards that are in reach for the average American family? What can we do together to make all-star cheerleading accessible to the masses and ensure that it stays affordable? Finally, our athletes should be a reflection of the industry overall and its values. The big question for us is: Are we creating the kind of atmosphere at our events that fosters the positive development of healthy young adults and, in turn, strong student leaders and good citizens?” – Jeff Webb, Found and CEO of Varsity Brands, Inc.