Branding Your Cheer Gym: Build a Legacy That Lasts
October 24, 2024
Branding Your Cheer Gym: Build a Legacy That Lasts
By: Lee Laurence
Running a cheerleading gym goes beyond teaching skills and preparing for competitions—it's about creating a lasting experience for your athletes, their families, and the community around you. That’s where branding
plays a big role.
Branding isn’t just a logo or a catchy name. It’s the impression you leave on everyone who interacts with your gym. It’s what makes your gym stand out, even in an industry as energetic and competitive as cheerleading. In cheer, where athletes and parents invest their time and trust, your brand builds loyalty and creates a sense of belonging.
Why Branding Is Key for Your Cheer Gym
When you think of the top cheerleading gyms, what comes to mind? Maybe it’s their competition success, but often it’s how they make their athletes feel. That’s the real power of branding.
For cheer gyms, branding helps you:
- Attract the right athletes and families: A clear brand message helps you communicate what your gym stands for. Whether your focus is on high-level competition or building a positive, inclusive environment, your brand sets the tone before anyone even walks through your doors.
- Build trust and loyalty: Parents and athletes want to feel like they’re part of something special. A strong brand with a clear mission makes them proud to belong to your gym, turning members into loyal advocates.
- Stand out from the competition: With so many cheer gyms around, what makes yours different? Branding is what turns your gym from just another option into the gym that people choose for their athlete’s journey.
Building a Brand That Reflects Your Gym's Values.
Branding isn’t just about colors, fonts, and logos (though those are important). It’s about defining
who you are and what sets you apart. Here’s how you can build a brand that truly speaks to
your cheer community:
- Know Your Story: Every gym has its own unique story. Maybe you started your gym to create a positive, family-like environment for athletes. Or maybe you’re focused on pushing athletes to their competitive best. Whatever your story is, make it the heart of your brand.
- Define Your Values: Are you all about personal development and teamwork? Or is your focus on training elite athletes? Get clear on your gym’s core values and make sure your brand reflects them. These values should be evident in everything you do, from your website to how you engage with families.
- Create a Visual Identity: Your gym’s visual branding—like logos, colors, an uniforms—should tell a story. Is your gym bold and competitive, or more welcoming and nurturing? Choose design elements that reflect your gym’s vibe and energy, and ensure that your branding stays consistent across every platform and interaction.
- Be Consistent in Experience: Your brand is more than just visuals—it’s how you interact with your athletes and families every day. From your welcome emails to social media posts and face-to-face conversations, every touchpoint should reflect your brand’s values and personality. Whether you're promoting a positive, supportive gym culture or a competitive edge, make sure your audience feels it in every interaction.
Branding Is for All Gyms, Big or Small
No matter the size of your gym, branding is key. You don’t need to have national titles under your belt to build a strong brand. What matters most is staying true to your story and being consistent. Your authenticity is what will make your gym stand out and attract the right people.
How MotUS Can Help You Strengthen Your Brand
At MotUS, we understand that building a brand can feel overwhelming. But the good news is—you’re not in this alone. We’ve built a community of gym owners who share ideas and collaborate to create meaningful, impactful brands.
Through the MotUS Vault, you have access to resources that can guide you in developing your gym’s brand, from designing logos to crafting your story. We also offer one-on one consulting to help refine your strategy, ensuring your brand resonates with your target audience.
Whether you’re just starting your gym or looking to refresh your brand, we’re here to help you create something that lasts.
In summary,
branding is essential for creating a cheerleading gym that not only attracts athletes but also builds a lasting legacy. By focusing on your gym’s values, story, and the overall experience you provide, you can build a brand that becomes a symbol of pride and dedication. With the right support from MotUS, you’ll be on your way to building a brand that stands out and stands strong.
Lee Laurence - I’m Lee Laurence, and I work in Digital Media at Assistantly. With five years of experience in social media and digital marketing, I’ve developed a knack for creating engaging and impactful content. Outside of work, I’m a huge fan of old-school cars—they’re a bit of a passion project for me. I love finding ways to combine my love for classic style with modern digital strategies, always looking for creative ways to make my work stand out.
"You're either on top of the world... or questioning everything." That quote from Casey Jones captures what competition weekends really feel like for gym owners and coaches. In this MotUS Edge podcast episode, the team dives into the emotional roller coaster that comes with competition season: the thrill of a perfect routine, the sting of a narrow loss, and the leadership it takes to navigate everything in between. As the season builds to its peak, this conversation is a timely reminder that strong leadership doesn’t just show up on the mat—it shows up in how you lead your people through every high and low. 1. The Reality of Competition From the outside, competition weekends look like celebration and sparkle. But inside the arena, gym leaders know the truth: it's long days, emotional swings, and enormous pressure. Athletes and coaches invest months for moments that unfold in minutes. And the aftermath can feel brutal. As Casey shares, a coach whose teams earned second place—after battling last-minute injuries—walked away feeling like a failure. That Monday slump is real. This isn’t about being dramatic. It’s about being honest: competition weekends take a toll. 2. Leadership Isn’t Just Strategy—It’s Emotional Management At the heart of this episode is a call to lead with presence and perspective. When one coach is riding the high of a win and another is quietly questioning their place in the program, leadership is knowing how to show up for both. “Your staff is like your kids,” says Stacy. “You’ve got to celebrate one and lift up another—all in the same dinner.” Leading through events means managing energy, emotion, and expectation—not just strategy and score sheets. 3. How to Ground Your Program During Big Events 1. Normalize the Ups and Downs Wins and losses aren’t always a reflection of effort. Remind your staff: they’re great coaches even on hard days. Create space for them to decompress and reset. 2. Frame the Weekend Before It Starts As Cole shared, unrealistic expectations lead to unnecessary disappointment. Whether you're a seasoned program or first-time finalist, set clear definitions of success before you walk in. 3. Coach Your Coaches Don’t assume your staff knows how to handle feedback, parent questions, or emotional fallout. Equip them with scripts, support, and perspective. “Feedback is a gift,” says Stacy. “And if we treat it that way, we all get better.” 4. What About the Parents? Competition weekends amplify parent stress too. Hair, travel, money, food, emotions—it all collides in high-pressure environments. And when expectations aren’t managed, small things become big conflicts. Kevin reminds us: “Your parents reflect your attitude. If you're calm and focused, they’ll follow your lead.” 5. Redefine Success Too often, we tie the quality of a season to one event. But as Casey shared, some of his teams won all season, placed second at NCA, and still saw it as a failure. Meanwhile, others won their final event and called the season a win—despite early losses. It's time to redefine what success looks like: Did your athletes grow? Did your staff stay healthy and connected? Did your program culture stay strong? Did you model resilience and professionalism? If yes—you’re winning in all the ways that matter. For the Gym Owner: Practical Actions to Take Now Hold a staff huddle post-event – Let emotions settle, then debrief together. Reset goals for the final leg of season – Refocus your coaches and teams. Coach your parents – Communicate clear expectations and support protocols. Reinforce shared success – Celebrate the behind-the-scenes effort, not just the outcome. Build rituals for bounce-back – Give your coaches and kids emotional tools to recover and refocus. Why This Matters Now In an industry obsessed with the win, this episode is a rally cry for perspective. Great programs aren’t just built on banners—they’re built on emotional intelligence, cultural clarity, and consistent leadership. "Customers will never love a company until the employees love it first." – Simon Sinek Make your coaches feel seen, supported, and valued—and they’ll show up better for your kids. Listen, Learn & Lead Forward Catch the full conversation here: YouTube Apple Podcasts Spotify Then join us at the MotUS Business Expo, Sept 28–30 in Nashville. The leadership, community, and coaching support you’ve been craving—all in one place.
Owning a gym can feel like a never-ending grind. But it doesn’t have to. The key to freedom isn’t working harder—it’s working smarter . And that starts with systems. Let’s talk about the top systems you need to get out of the weeds and into the visionary role your gym deserves. 1. Scheduling: Automate Your Calendar Use tools like Calendly, Google Calendar, or class management software to eliminate the back-and-forth. Set recurring team meetings Automate trial class sign-ups Create time blocks for admin vs. creative work Bonus: Protect your "off time" like it’s sacred. Because it is. 2. Onboarding: New Hires Done Right Create a step-by-step onboarding system that includes: Orientation checklist Video trainings Culture manual Weekly check-ins Why it matters: The faster your team is up to speed, the faster you can delegate. 3. Delegation: Build a Leadership Ladder Stop trying to do it all. Identify tasks you can train, trust, and transfer. Admin? Delegate. Social media? Delegate. Warm-ups? Delegate. Your job is vision, not micromanagement. 4. Communication: Say It Once Use a central platform (Slack, Band, Trello) to communicate consistently. Create channels or boards for: Team updates Weekly goals Parent communication templates Stop repeating yourself. Start systemizing. 5. Billing + Admin: Automate the Back End Use platforms like Jackrabbit, iClassPro, or Studio Director to: Auto-bill tuition Track attendance Send reminders Less time chasing payments = more time leading. Bonus: Weekly CEO Time Block 1-2 hours a week for high-level strategy. No interruptions. No "quick questions." Use it to: Review metrics Brainstorm growth strategies Plan your next move Final Word: Freedom Comes From Systems The goal isn’t to do less work—it’s to do your best work . The kind of work that grows your gym, inspires your team, and energizes you. Start small. Pick one system to build this week. Because when your business runs on systems, you don’t have to run on empty.
Owning a gym can feel like a never-ending grind. But it doesn’t have to. The key to freedom isn’t working harder—it’s working smarter . And that starts with systems. Let’s talk about the top systems you need to get out of the weeds and into the visionary role your gym deserves. 1. Scheduling: Automate Your Calendar Use tools like Calendly, Google Calendar, or class management software to eliminate the back-and-forth. Set recurring team meetings Automate trial class sign-ups Create time blocks for admin vs. creative work Bonus: Protect your "off time" like it’s sacred. Because it is. 2. Onboarding: New Hires Done Right Create a step-by-step onboarding system that includes: Orientation checklist Video trainings Culture manual Weekly check-ins Why it matters: The faster your team is up to speed, the faster you can delegate. 3. Delegation: Build a Leadership Ladder Stop trying to do it all. Identify tasks you can train, trust, and transfer. Admin? Delegate. Social media? Delegate. Warm-ups? Delegate. Your job is vision, not micromanagement. 4. Communication: Say It Once Use a central platform (Slack, Band, Trello) to communicate consistently. Create channels or boards for: Team updates Weekly goals Parent communication templates Stop repeating yourself. Start systemizing. 5. Billing + Admin: Automate the Back End Use platforms like Jackrabbit, iClassPro, or Studio Director to: Auto-bill tuition Track attendance Send reminders Less time chasing payments = more time leading. Bonus: Weekly CEO Time Block 1-2 hours a week for high-level strategy. No interruptions. No "quick questions." Use it to: Review metrics Brainstorm growth strategies Plan your next move Final Word: Freedom Comes From Systems The goal isn’t to do less work—it’s to do your best work . The kind of work that grows your gym, inspires your team, and energizes you. Start small. Pick one system to build this week. Because when your business runs on systems, you don’t have to run on empty.
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Introducing The Prime Alliance Some of the industry's most respected leaders joined together with a shared belief—That both industry competitors and customers alike benefit from cooperation and collaboration. These individuals representing The CheerExpo, Choice Events, All Out Brands, All Day Cheerleading, and American Spirit Cheerc have dedicated their careers to creating exceptional experiences for young athletes—together they are The Prime Alliance. Creating an Extraordinary New Experience When these visionaries first gathered, the energy was electric. The possibilities seemed endless. As they shared stories from their collective decades of experience, a powerful truth emerged, their combined knowledge, relationships, and passion could allow them to give back something truly extraordinary to an industry that had given them so much. Their abilities, existing relationships and highly regarded reputations in the industry allow them to secure a new venue in a proclaimed destination. The Prime Alliance creates a foundation that allows them to reimagine what an industry event can be. Drawing on their firsthand understanding of innovation, these leaders are committed to building something genuinely new, not simply derivative of the past. This commitment requires patience as they carefully craft every detail, even as curiosity naturally builds throughout the industry. The founding members unanimously agree: strategic planning forms the cornerstone of every successful venture. While anticipation builds across an industry eager for reinvention, these leaders remain laser-focused on building something truly transformational. Their unwavering commitment? Prioritize thoughtful preparation without compromising ambition. The planning process is well underway, with every founding member dedicated to delivering an experience that exceeds expectations. Mark Your Calendars The Prime Alliance is thrilled to announce its inaugural event—a gathering that will redefine industry standards and create new opportunities for those ready to embrace something bold. May 8-10, 2026 | Fort Lauderdale, Florida Stay tuned for more details in the coming weeks, and be sure to follow @joinmotus for the official event name reveal on May 14th, 2025. The Visionaries Behind The Prime Alliance CX Brands Cole Stott, Kevin Brubaker, Casey Jones, Stacy Rowe Choice Events Robin Coe, Dennis Worley All Out Brands Emilee Fenn, James Kersey All Day Cheerleading Andrew Day, Carlos Foster American Spirit Cheer Paul and Tammy Skinner Are you going to be part of history or watch it?
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