Why Your Social Media Isn’t Working

What should cheer gyms be posting on social media in 2026?

In this episode of the Cheer Biz Podcast, Dan Cotton sits down with Sara Walsh to talk about cheer gym marketing, social media strategy, content creation, branding, and how gym owners can use modern marketing to grow their programs online. Sara shares her perspective as a longtime cheer industry professional, marketing expert, former coach, cheer mom, and the current marketing and social media manager for CheerSport Sharks.

They break down what gym owners should look for when handing social media off to a staff member, how to build systems that make content creation easier, and why posting constant promotional graphics is not enough anymore. Sara explains the difference between content that builds connection, content that builds trust, and content that drives conversions, along with why cheer gyms need all three if they want to grow.

Dan and Sara also talk about the biggest social media mistakes cheer gyms are making, how to create more authentic content, why organic posts outperform overly polished content, and how AI can help with marketing without replacing a real human voice. They also discuss SEO for cheer gyms, keywords in captions, Facebook and Instagram strategy, and what gym owners need to know about social media trends in 2026.

If you are a cheer gym owner, all star cheer coach, gym director, or marketing staff member trying to get more leads, increase enrollment, improve your brand, and create better social media content for your cheer gym, this episode is packed with practical advice you can use right away.