The Cheer Biz Podcast

In this episode of the Cheer Biz Podcast, Dan Cotton shares the three things that consistently separate high-performing cheer gyms from everyone else. While many gym owners spend their time chasing new ideas, new marketing strategies, and new programs, Dan argues that the biggest competitive advantages are often much simpler. The gyms that consistently outperform their competition focus relentlessly on staff development, content creation, and long-term consistency. Dan breaks down: Why training your staff may be the most important investment you can make How quality content helps build trust and attract new families Why consistency matters more than talent or creativity The role systems play in long-term success How successful gym owners stay focused when things get difficult Why most gyms know what to do but fail to execute consistently If you are a cheer gym owner, coach, or entrepreneur, this episode will help you identify the habits, systems, and leadership principles that create long-term success and help your gym stand out in a crowded market.

In this episode of the Cheer Biz Podcast, Dan Cotton shares the three things that consistently separate high-performing cheer gyms from everyone else. While many gym owners spend their time chasing new ideas, new marketing strategies, and new programs, Dan argues that the biggest competitive advantages are often much simpler. The gyms that consistently outperform their competition focus relentlessly on staff development, content creation, and long-term consistency. Dan breaks down: Why training your staff may be the most important investment you can make How quality content helps build trust and attract new families Why consistency matters more than talent or creativity The role systems play in long-term success How successful gym owners stay focused when things get difficult Why most gyms know what to do but fail to execute consistently If you are a cheer gym owner, coach, or entrepreneur, this episode will help you identify the habits, systems, and leadership principles that create long-term success and help your gym stand out in a crowded market.

In this episode of the Cheer Biz Podcast, Dan Cotton explains why summer camps remain one of the most valuable tools a cheer gym owner can use to grow enrollment, improve athlete development, increase retention, and generate additional revenue. While many gym owners view camps as a seasonal activity, Dan argues that summer camps can have a major impact on the long-term success of a cheer program when they are planned and executed strategically. Dan breaks down: Why summer camps create opportunities to attract new athletes How camps help retain current athletes during slower months The role camps play in athlete development and confidence building Why camps can generate meaningful revenue for cheer gyms How camps help develop future coaches and staff members The biggest mistakes gym owners make when planning summer programs If you are a cheer gym owner, coach, or program director, this episode will help you maximize the value of your summer camps and use them as a tool for growth throughout the year.

In this episode of the Cheer Biz Podcast, Dan Cotton sits down with Elizabeth Scumaci, Founder and CEO of GlitterStarz, to discuss what it takes to build a brand that lasts in the cheer industry. What started as a small rhinestone and pro shop business has grown into one of the most recognizable brands in all star cheer. Elizabeth shares the story behind GlitterStarz, the challenges of entrepreneurship, and the lessons she's learned while growing and evolving her company over nearly two decades. Dan and Elizabeth discuss: How GlitterStarz got its start The importance of listening to customers and adapting to their needs Building a recognizable brand in a competitive industry Marketing, social media, and staying relevant as the industry evolves Hiring talented people and creating a strong team Company culture, leadership, and long-term growth Why gratitude and giving back have been important parts of the journey Whether you're a cheer gym owner, entrepreneur, or business leader, this episode is packed with lessons on branding, leadership, innovation, customer service, and building a business that stands the test of time.

In this episode of the Cheer Biz Podcast, Dan Cotton breaks down the three things every cheer gym owner must master before they can truly scale their business. Too many gym owners focus on marketing tactics, sales funnels, and growth hacks while ignoring the foundations that actually create sustainable growth. According to Dan, nearly every growth problem can be traced back to one of three areas: systems, accountability, or execution. Drawing from his experience growing Oregon Dream Teams, Dream Camps, and Next Generation Gym Owners, Dan explains why systems create scalability, why accountability drives consistency, and why execution ultimately determines results. In this episode, you'll learn: Why systems are the foundation of growth How accountability impacts staff performance and consistency Why execution matters more than ideas The biggest mistakes gym owners make when trying to scale How to identify what's actually holding your gym back Why growth becomes impossible without delegation and structure If you're a cheer gym owner, program director, or entrepreneur, this episode provides a practical framework for building a business that can grow without depending on you to do everything yourself.

In this episode of the Cheer Biz Podcast, Dan Cotton gets honest about one of the most emotionally exhausting parts of owning a cheer gym: tryouts and team placements. After wrapping up placements at Oregon Dream Teams, Dan shares the reality gym owners face when athletes quit after being placed, parents question levels, kids are disappointed, and coaches are left trying to rebuild teams around missing pieces. He talks through the stress of balancing athlete happiness, team success, parent expectations, high school cheer conflicts, and the pressure to educate families who may not fully understand how all star cheer placements work. This episode is a real behind-the-scenes look at the part of cheer gym ownership most families never see. Dan reminds owners that even when the hard conversations feel heavy, there are still dozens of athletes who are excited, grateful, and ready for the season ahead. If you are a cheer gym owner, coach, or program director, this episode will help you feel less alone during tryout season and remind you why the hard parts of placements are still worth it.

In this episode of the Cheer Biz Podcast, Dan Cotton asks an important question: Why does the cheer industry keep making the same mistakes over and over again? After more than 25 years in all star cheer, Dan reflects on several trends that continue to cycle through the industry despite years of evidence showing they often create new challenges instead of lasting solutions. From scholarship programs and free cheer initiatives to the growing popularity of destination events, Dan explores why certain ideas continue to resurface and what gym owners, coaches, and industry leaders can learn from the past. This episode is not about criticizing innovation or new ideas. It's about recognizing patterns, learning from experience, and avoiding the tendency to repeat decisions that have already produced unintended consequences. Dan discusses: Why scholarship-based programs often create challenges for gyms and families The ongoing debate around free cheer and athlete incentives The impact of destination events on participation and affordability Why short-term excitement can overshadow long-term sustainability How gym owners can make better decisions by learning from industry history If you're a cheer gym owner, coach, or industry leader, this episode will challenge you to think critically about the trends shaping all star cheer and ask whether we're solving problems—or simply repeating them.

In this episode of the Cheer Biz Podcast, Dan Cotton shares one of the biggest coaching mistakes he has seen over 23 years in the cheer industry: putting athletes in a box. Too often, coaches label athletes as lazy, untalented, weak, difficult, unmotivated, or incapable of reaching the next level. The problem is that those labels create bias, influence coaching decisions, and can prevent athletes from reaching their true potential. Dan breaks down the common boxes coaches put athletes into, why these labels are often inaccurate, and how some of the most successful athletes he has ever coached were once the athletes nobody believed in. He explains why athletes develop at different rates, why confidence and opportunity matter so much, and how coaches can avoid limiting athletes with their own expectations. This episode is a powerful reminder for cheer coaches, gym owners, and program directors that athlete development is rarely linear. The athletes who struggle today may become the leaders, world champions, and program-changing athletes of tomorrow. If you want to become a better coach, develop more athletes, and create a culture where potential is nurtured instead of limited, this episode is for you.

In this episode of the Cheer Biz Podcast, Dan Cotton gets fired up about three things cheer gym owners need to stop doing immediately if they want to protect their business, their brand, and their long-term profitability. Dan breaks down why gym owners need to stop relying on untrained AI to create generic graphics and business advice, why overpaying coaches can quietly destroy profit margins, and why predatory financing can put gyms into dangerous financial positions. This episode is direct, practical, and packed with tough love for owners who care deeply about their gyms but may be making decisions that hurt the business. You’ll learn how to use AI strategically without losing your brand identity, how to evaluate coach pay against actual revenue, and what to do instead of taking high-risk loans or bad financing deals when money gets tight. If you are a cheer gym owner, director, or entrepreneur, this episode is a must-listen before you make another marketing, payroll, or financial decision.

In this episode of the Cheer Biz Podcast, Dan Cotton breaks down the three criteria every cheer gym owner should evaluate before hiring a new coach or staff member. As your gym grows, you eventually reach the point where you cannot coach every team, teach every class, and manage every athlete yourself. That means hiring becomes one of the most important skills you need to master as a gym owner. But the wrong hire can create drama, hurt your culture, frustrate parents, and cost your business time, money, and trust. Dan shares what he has learned from years of hiring both great staff members and difficult ones. He explains why skill alone is not enough, why coachability matters more than ego, why communication skills should be tested during the interview process, and why every owner needs to understand a coach’s true motivation before bringing them onto the team. If you are a cheer gym owner, program director, or coach preparing to hire for summer, tryout season, or next season, this episode will help you build a stronger hiring process, avoid bad hires, and create a staff that actually aligns with your gym’s values.

In this episode of the Cheer Biz Podcast, Dan Cotton breaks down why personal branding matters for cheer gym owners and why growing your gym’s logo is no longer enough. Dan explains how building a personal brand helps families feel connected to you, understand your values, and trust your leadership before they ever walk through your doors. He shares why social media gives gym owners a powerful way to build relationships without crossing professional boundaries, how your personal content can attract the right clients, and why showing more of who you are can help your cheer gym grow. This episode also covers what to post, what to avoid, how often to show up, and why personal branding is becoming one of the most valuable marketing tools for cheer gym owners in 2026. If you are a cheer gym owner, coach, or program director, this episode will help you understand how to use your voice, values, story, and social media presence to build trust, increase visibility, and strengthen your gym’s brand.

In this episode of the Cheer Biz Podcast, Dan Cotton sits down with Danielle Johnston from The Fullout Cheer Podcast to talk about one of the biggest hidden risks in cheer gym ownership: what happens when one key coach, director, office manager, or tumbling instructor becomes too essential to the business. Dan and Danielle break down the real issue of key person risk in cheer gyms, why families sometimes follow a coach when they leave, and how owners can protect their programs by building stronger systems, developing multiple staff members, and making sure the gym’s identity is bigger than one person. They also dive into staff burnout, career paths, compensation, annual evaluations, time off, and why owners need to remember that even in a “family” culture, staff members still have jobs, goals, and lives outside the gym. If you are a cheer gym owner, program director, or coach, this episode will help you build a stronger staff structure, retain great coaches, prevent burnout, and protect your gym from being dependent on one person.

The 2026–2027 all star cheer season is almost here, and Dan Cotton is sharing his biggest predictions for what coaches and gym owners should expect. In this episode of the Cheer Biz Podcast, Dan breaks down the trends he believes will shape routine construction, scoring strategy, stunt sections, tumbling, pyramids, jumps, and overall performance this season. He talks about why teams may start building extra stunt groups, why synchronized group tumbling could become more important, how clean pacing may outscore rushed difficulty, why pyramids could become a major deciding factor, and why jump execution cannot be ignored. If you are an all star cheer coach, choreographer, program director, or cheer gym owner planning routines for the 2026–2027 season, this episode will help you think more strategically before choreography, camps, and competition season begin.

Travel season can make it feel impossible to stay on top of your work, your team, your inbox, and your business. In this episode of the Cheer Biz Podcast, Dan Cotton shares his best productivity hacks for cheer gym owners, all star coaches, choreographers, and business owners who are constantly on the road for competitions, camps, choreography, Worlds, Summit, and summer travel. Dan breaks down how he stays productive while traveling, including how to schedule work blocks, protect your calendar, build in buffer time, communicate availability, use travel-friendly tech tools, and set realistic priorities so you can keep your business moving without burning yourself out. If you are heading into a busy travel season and need a better way to manage work, emails, meetings, staff communication, and business responsibilities while away from home, this episode will help you create a practical plan that actually works.

In this episode of the Cheer Biz Podcast, Dan Cotton shares his honest thoughts after attending D1 Summit for the first time as a coach after 10 years of competing at D2 Summit. Coming off a 2025 D2 Summit win in Senior Medium 4, Dan breaks down what it was like to move into the D1 world, what surprised him most, and how the experience compared to D2 Summit. He talks about the difference in team depth, the huge range in competitive ability, how brand-name gyms and franchise locations performed, and why the location within a brand often mattered just as much as the name on the uniform. Dan also shares lessons from his own teams’ performances, including missing finals because of a stunt fall, watching one team jump from wildcard to sixth place, and seeing firsthand how small execution details can separate first from fifth at D1 Summit. This episode is packed with insight for cheer gym owners, all star coaches, and program directors who want to understand the difference between D1 and D2 Summit, prepare their teams for higher-level competition, and think differently about execution, culture, cost, and end-of-season strategy.

In this episode of the Cheer Biz Podcast, Dan Cotton breaks down a problem that hits cheer gyms every year: the post-tryout and summer dip in class enrollment. Right before tryouts, classes, privates, and skill work are booming. Athletes are trying to get ready, parents are motivated, and gyms feel busy. But once tryouts are over, many families pause, drop classes, or disappear for the summer — creating a revenue dip that can catch gym owners off guard. Dan shares practical strategies to help cheer gym owners protect enrollment, retain class athletes, and build revenue through the summer months. He explains why you should keep building interest lists even when classes are full, how to use summer camps and skill clinics strategically, why athletes need post-tryout goals, and how flexible summer attendance policies can keep families enrolled longer. If you are a cheer gym owner, program director, or coach, this episode will help you plan ahead, reduce cancellations, keep classes full, and avoid getting blindsided by the summer slowdown.

In this episode of the Cheer Biz Podcast, Dan Cotton reflects on the biggest lessons he learned during the 2025–2026 cheer season after nearly 25 years of coaching and 15 years of gym ownership. From launching a new branch of the business that did not go as planned, to giving staff faster and more direct feedback, to navigating the growing impact of AI, Dan shares honest lessons that every cheer gym owner and coach can learn from. He also dives into one of the biggest issues facing the cheer industry right now: the scoring crisis. With major score swings, inconsistent judging, and unclear feedback frustrating coaches and families, Dan explains why this matters and how it could impact the future of all star cheer. This episode is a must-listen for cheer gym owners, coaches, and program directors who want to grow as leaders, learn from mistakes, improve staff systems, and stay committed to building a stronger business and stronger teams.

In this episode of the Cheer Biz Podcast, Dan Cotton shares the biggest red flags he has seen after 25 years of coaching cheerleading. From coaches blaming choreography or saying no athletes are ready to level up, to athletes cutting corners, parents talking negatively about other kids, and gym owners refusing to learn business, Dan breaks down the behaviors that quietly hurt teams, culture, and long-term success. This episode is part tough love, part leadership lesson, and part reality check for the entire cheer community. Dan explains why these warning signs matter, what they usually reveal underneath the surface, and how coaches, parents, athletes, and owners can use them as a chance to grow instead of getting defensive. If you are a cheer gym owner, coach, athlete, or parent, this episode will help you identify the patterns that create drama, limit progress, damage culture, and keep programs from reaching their potential.