The Cheer Biz Podcast

What Judges Wish Coaches Knew

Cheer judging feels like a black box—until now.

In this episode of the Cheer Biz Podcast, Dan Cotton sits down with international cheerleading judge and educator Judge Mimi. They unpack what judges are actually looking for, why many coaches misunderstand the score sheet, and what judges wish they could say out loud—but can’t put in writing.

You’ll learn why “judging is inconsistent” is often a symptom of misunderstanding the system, how routine creativity really gets rewarded, why pyramid strategy and transitions matter more than most gyms think, and how different scoring systems (rubric vs comparative) change the way routines are built. They also talk about what makes routines feel “busy” versus effective, how to use judging feedback the right way, and what countries outside the U.S. are doing that American programs can learn from.

If you’re a cheer gym owner, all-star coach, choreographer, or program director who wants higher scores, clearer routines, and smarter competitive strategy, this conversation will change how you see judging.

Young Coaches: Stop Doing This

If you’re a newer cheer coach (or you lead a staff full of them), this episode is a must-listen. Dan Cotton breaks down the five most common mistakes young coaches make—and what to do differently so athletes improve faster, teams stay healthier, and your culture gets stronger.

You’ll hear why young coaches take performance personally, how mislabeling athletes as “defiant” can wreck confidence, and why making everything about competitions steals the joy and the development process. Dan also explains the danger of constantly changing routines to chase judges’ comments, plus the long-term damage that happens when coaches hold grudges or give up on athletes too early.

This is a practical coaching leadership episode for all-star cheer coaches and cheer gym owners who want better practices, better athlete development, and a better experience for every kid in the gym.

Why No One Is Registering Yet

Why are tryout signups slow—even when you “posted the link”? In this episode of the Cheer Biz Podcast, Dan Cotton breaks down the most common reasons all-star cheer registration stalls and what to fix right now so you can increase registrations before tryouts.

You’ll learn how to improve your cheer gym marketing so families actually know who you are, how to simplify your registration process so it’s easy for new families (not just current members), and how to use your all-star packet the right way to capture leads instead of giving away information for free. Dan also explains why your packet might be scaring families off, how to use email and SMS nurture to move families from “interested” to “registered,” and why urgency and scarcity (pricing tiers, deadlines, limited spots) matter if you want people to take action now—not later.

If you’re a cheer gym owner trying to grow all-star tryouts, increase registrations, and build a registration system that actually converts, this episode is your playbook.

Throwback: The Immense Legal Risk of the Industry Standard and Private Lessons with Matt Becker

Most cheer gyms don’t realize private lessons can create massive legal, insurance, and tax exposure—fast.

In this episode, Dan Cotton sits down with Matthew Becker of GymLawyers.com to break down what’s really at stake when coaches take private lesson payments directly (cash, Venmo, check) and run sessions “on the side” inside your facility. They explain why this common industry practice can blur the line between employee and independent contractor, potentially leaving both the coach and the gym owner exposed if an athlete gets injured, a parent disputes services, or an audit happens.

You’ll learn the real difference between employees vs. independent contractors, why gym waivers may not protect a coach who is paid directly, how insurance carriers can deny claims, and why “small fees per lesson” can actually increase risk instead of reducing it. They also cover contract clarity (making payment terms clear and conspicuous), why hidden fees can cause major legal problems, and what a safer private lesson system can look like when everything runs through the gym.

If your gym offers private lessons—or you’re considering it—this episode will help you protect your business, your staff, and your future.

You’re Building Your Pricing Wrong

Most cheer gym owners don’t have a pricing problem. They have a pricing system problem.

In this technical episode of the Cheer Biz Podcast, Dan Cotton walks through how to set all star cheer tuition the right way so every team you run is financially viable and profitable. He breaks down the biggest mistakes gym owners make during tryout season, including mixing tuition with pass-through fees, setting enrollment minimums too low, and “fudging the numbers” because the true tuition number feels uncomfortable.

You’ll learn how to separate tuition (what stays in the business) from assessments and fees (uniforms, choreography, music, competition fees), why you must build profit margin into every price, and how to use a per-team model so your tuition holds up even when rosters shift. Dan also shares what to do if your current rates are too low to jump all at once, plus strategies to adjust without sabotaging retention.

If you want pricing that covers payroll, operating expenses, owner compensation, and profit—without guessing—this episode will show you the framework.

Stop the Spiral: When They Say They’re Not Coming Back

It’s February. Registration isn’t even open yet… and suddenly everyone is “not coming back next season.”

You’re hearing it in the parent room. You’re hearing it from athletes. You’re hearing secondhand rumors about who’s quitting and why. And even if you try not to listen, it’s hard not to start spiraling:

Who is actually staying?
What will teams look like next year?
What if we lose half the gym?

Meanwhile, you still have months left in the current season — competitions to finish, routines to clean, athletes who still need you fully present.

In this episode, Dan Cotton breaks down what’s really happening during this time of year. Why athlete fatigue peaks right now. Why parents start talking early. Why coaches absorb stress they shouldn’t. And most importantly, how to stop letting “next season noise” sabotage the season you’re still in.

You’ll learn how to stabilize your mindset, quiet the rumor mill, refocus your team, and protect retention without panicking.

If February has you questioning who will even be in your gym next year, this episode will steady you.

You Don’t Need a Rebrand

Most cheer gym owners think “branding” means a new logo, better colors, or updated lettering. But in this episode of the Cheer Biz Podcast, Dan Cotten breaks down the real question: should you rebrand — or should you fix what’s actually hurting enrollment?

Dan explains why customers care far less about your logo than you do, why changing your name rarely solves growth problems, and what brand actually means in the cheer gym world. He walks through what matters most—your brand reputation, brand value, brand recognition, brand associations, and brand adoption—and how those factors impact trust, retention, and recruiting new families.

If you’ve been tempted to “start over” with a rebrand because your marketing isn’t converting, this episode will help you make the right call—and focus your time and money where it will actually move the needle.

Part-Time Coach to Millionaire

Can being a part-time cheer coach actually make you a millionaire? Dan Cotten says yes — and he lays out the mindset and the math.

In this episode of the Cheer Biz Podcast, Dan shares practical financial awareness for cheer coaches and cheer gym owners, including how to build valuable career skills inside a cheer gym, why coaches are better at sales than they think, and how communication becomes a long-term advantage in an AI-driven world. Then he gets to the “secret sauce”: boring, consistent investing and the power of compounding interest.

Dan breaks down why starting early matters, how small monthly contributions can grow over time, and why index funds and retirement options like a 401(k) or Roth IRA can be game-changers for coaches who want long-term financial freedom — without needing a “perfect” paycheck today.

Throwback: How I Build My All-Star Packet

It’s February — which means All-Star packets are getting built and released. And if yours is still not out (or it’s 25 pages long), you’re probably making this harder than it needs to be.

In this episode of the Cheer Biz Podcast, Dan Cotten breaks down exactly how he builds his All-Star packet and why your packet should be a sales tool first, an informational tool second, and not a “catch-all” handbook nobody reads. You’ll learn what to include (and what to cut), how to keep it concise and visually appealing, how to communicate important dates and costs without boxing yourself in, and how to use your packet to attract the right families for your culture.

Dan also explains how to set up a smarter system: capture emails before you send the packet, automate follow-up for people who don’t register, build registration through your website (not confusing software workflows), and create early registration incentives that help you predict enrollment and cash flow. If you want to grow your All-Star program with fewer headaches — start here.

Excuses That Kill Progress

If you’ve coached long enough, you’ve heard them all.
In this episode of the Cheer Biz Podcast, Dan Cotten breaks down 10 things athletes say that drive cheer coaches crazy—from “that technique doesn’t work for me,” to “can I skip the drills,” to the ultimate frustration: “I quit.”
But here’s the twist: halfway through, Dan flips the script and shows how cheer gym owners and cheer coaches use the same exact excuses in business—around marketing, CRM systems, time management, pricing, and growth. If you’ve ever caught yourself thinking “that wouldn’t work in my gym,” this episode will hit in the best way.

You’ll walk away with a clearer framework for coaching mindset, athlete accountability, skill progression, and leadership habits that actually create results—on the mat and in the office.