The Cheer Biz Podcast

What Our Athletes Really Need From Us

In this powerful episode of the Cheer Biz Podcast, host Dan Cotton tackles one of the most important conversations happening in the cheer industry right now—mental health, athlete well-being, and how we can do better as coaches and gym owners.

After reading a viral article claiming that the all-star cheer industry is “failing its athletes,” Dan dives deep into what that really means—and what we can actually do to create change. He explores the pressures of performance, body image, mental blocks, and the lack of mental health resources available to gym owners and coaches.

You’ll learn:

How to create a psychologically safe environment for athletes

Why communication and mentorship matter more than ever

The difference between accountability and emotional safety

What every gym should have in place before tragedy strikes

Real, actionable steps to better support your athletes’ mental health

This is a must-listen for cheer gym owners, coaches, and leaders who want to build a culture of growth, trust, and true athlete well-being—not just winning routines.

The Long Game of Cheer Gym Ownership

In this episode of the Cheer Biz Podcast, host Dan Cotton sits down with Tiffany Hayes Wood, the founder and owner of Chico Cheer, to talk about her 20-year journey building one of Northern California’s most respected cheer programs.

Tiffany shares how she started her gym while still in college, the lessons she’s learned through growth and adversity, and how she’s kept her passion for cheer alive two decades later. From balancing small-town dynamics to managing overhead in California’s tough economy, she opens up about what it really takes to run a thriving gym while staying true to your values.

You’ll hear how Chico Cheer built its legacy through community, athlete development, and smart business decisions—plus why Tiffany believes success isn’t about square footage or world titles, but about consistency, connection, and culture.

If you’re a cheer gym owner, coach, or entrepreneur, this episode is packed with insight on longevity, leadership, and staying inspired in the ever-changing cheer industry.

The One Skill Every Gym Owner Needs

In this episode of the Cheer Biz Podcast, host Dan Cotton breaks down one of the most overlooked marketing skills in the cheer industry—how to build a proper hook.

Whether you’re promoting tumbling classes, birthday parties, or your cheer program, your hook determines whether someone stops scrolling or keeps scrolling. Dan explains exactly how to grab attention, connect emotionally with your audience, and get them to click, engage, and convert.

You’ll learn:

How to craft scroll-stopping hooks that actually convert

The difference between video, visual, and copy hooks

Why your first three seconds matter more than anything else

The “hook–story–prescribe” method for better ads

Real examples from Next Gen, Cheer Biz Accelerator, and cheer gyms that are winning with marketing

If you want to get better results from your social media ads, stop wasting ad spend, and turn curiosity into conversions, this episode will show you how to do it—fast.

Perfect for cheer gym owners, coaches, and entrepreneurs ready to master marketing that works.

How to Build a Winning Culture

In this episode of the Cheer Biz Podcast, host Dan Cotton dives into one of the most powerful leadership lessons from Legacy by James Kerr—the story of how the New Zealand All Blacks reinvented their team culture and built one of the most successful dynasties in sports history.

Dan shares how these same principles apply to cheer gyms, coaches, and business owners who want to build strong, winning cultures that last. You’ll learn how to identify when your program has gone stagnant, when it’s time to adapt, and how to create a plan that re-energizes your team and your business.

Discover the four stages of organizational change, why comfort leads to decline, and how continuous adaptation can transform your cheer gym from “surviving” to truly thriving.

If you’re a gym owner, coach, or leader looking to strengthen your culture, improve accountability, and keep your program growing year after year—this episode will show you exactly how to “go for the gap” and build lasting success.

1-Star Reviews & How to Not Panic

In this episode of the Cheer Biz Podcast, host Dan Cotton tackles one of the toughest parts of owning a business—getting a bad Google review.

Even the best cheer gyms and small businesses get them, and when it happens, it stings. Dan shares how he personally handles negative feedback, what to do (and what not to do) when it happens, and how to turn criticism into a chance to improve your systems, culture, and customer experience.

You’ll learn:

How to professionally respond to bad Google and Facebook reviews

When to engage—and when to let it go

The legal do’s and don’ts of replying to reviews

How to protect your reputation online

The simple mindset shift that turns negative feedback into growth

If you’ve ever felt your stomach drop after a 1-star notification, this episode will help you reframe it, respond like a pro, and come out stronger than before.

Perfect for cheer gym owners, small business owners, and coaches looking to lead with integrity, improve their reputation, and build trust in their communities.

My Honest Take on the Cheer Mom Controversy

In this episode of the Cheer Biz Podcast, host Dan Cotton gives his unfiltered response to a viral post on Crazy Moms of Cheer that’s been shaking up the industry.

From pricing and mid-season cuts to loyalty, favoritism, and communication, Dan breaks down each part of the post—and shares what most parents don’t realize about what it actually takes to run a successful cheer gym.

With 13+ years of experience as a gym owner, coach, and mentor to hundreds of cheer programs, Dan pulls back the curtain on the business realities, coaching challenges, and emotional weight behind every tough decision gym owners have to make.

You’ll hear:

The truth about pricing and why most gyms actually undercharge

Why mid-season cuts and alternates exist (and how to handle them right)

The difference between tough coaching and toxic coaching

How favoritism can happen—and how good coaches avoid it

What parents and gym owners can do to rebuild trust in the industry

If you’re a cheer gym owner, coach, or parent, this episode is a must-listen. It’s honest, educational, and eye-opening—a conversation that could change the way you see the sport forever.

10-Minute Tactic: Raising Prices the Right Way

In this episode of the Cheer Biz Podcast, host Dan Cotton breaks down a 10-minute tactic that every cheer gym owner needs to master—how to raise your prices without losing clients.

If you’ve been putting off adjusting your tuition or class fees, this episode will show you why now is the perfect time to do it—and exactly how to do it strategically.

Dan shares step-by-step insights from his book, Charge What You’re Worth: A Cheer Pricing Handbook, and explains how to evaluate your current rates, set prices using proven psychology, and communicate increases with confidence and integrity.

You’ll learn:

How to calculate the right price for your classes

When and how often to raise your prices

How to add perceived value to offset price increases

The right way to notify current clients

Why pricing impacts your gym’s long-term health

Whether you run a cheer gym, tumbling program, or youth sports facility, this episode gives you the exact pricing strategy to grow your revenue and stay profitable year after year.

Beating Burnout: The Mindset Shift That Changed Everything

In this powerful episode of the Cheer Biz Podcast, host Dan Cotton opens up about one of the hardest seasons of his entrepreneurial journey—burnout.

Just five weeks ago, Dan hit a breaking point and seriously considered walking away from everything. But instead of quitting, he rebuilt his mindset, energy, and focus—and he’s now more excited about the future than ever before.

In this episode, Dan shares the exact steps he took to beat burnout, reignite his passion, and find balance again. You’ll learn how to:

Recognize when burnout is creeping in

Reconnect with your purpose and perspective

Rebuild healthy habits that fuel your energy

Prioritize family, fitness, and efficiency

Fall back in love with your business again

If you’ve ever felt tired, overwhelmed, or ready to quit your cheer gym or business, this episode will give you the tools and mindset shifts to push through, reset, and come back stronger than ever.

Perfect for cheer gym owners, coaches, and entrepreneurs who need a reminder that burnout isn’t the end—it’s just a signal to rise again.

The Hidden Reason Owners Avoid Delegation (and How to Fix It)

In this episode of the Cheer Biz Podcast, host Dan Cotton breaks down the real reasons cheer gym owners and entrepreneurs struggle with delegation—and how to finally get it right.

Drawing from 13+ years of business ownership, Dan shares the most common traps owners fall into, including confusing delegation with abdication, believing no one can do the job as well, and even facing an identity crisis when they hand off tasks. You’ll hear practical strategies for deciding what to delegate first, building systems, and training your staff to take responsibility without losing consistency.

If you feel stuck doing everything yourself—billing, coaching, admin, marketing—this episode shows you how to reclaim your time, empower your team, and step into your true role as a CEO, not just an operator. Perfect for cheer gym owners, coaches stepping into leadership, and entrepreneurs ready to scale.

The 10-Minute Marketing Tactic

In this quick-hit episode of the Cheer Biz Podcast, host Dan Cotton breaks down one of the most powerful — yet overlooked — tactics for cheer gym owners: building your email list.

Over 13 years of owning multiple businesses, Dan has proven that the tactics you execute daily fuel real growth. In under 10 minutes, he explains why email lists are the foundation of a profitable cheer gym marketing strategy, how to capture leads effectively, and what to avoid when setting up your systems.

You’ll learn:

The best tools to capture and track emails

Why your website must be built to convert leads

How to create irresistible offers that grow your list

The mistakes gym owners make with newsletters

How to re-engage warm leads and turn them into paying clients

If you own a cheer gym, tumbling program, or youth sports facility, this episode gives you an actionable strategy you can implement immediately to start filling your programs and growing revenue.