The Cheer Biz Podcast

Building Strong Cheer Staff: 3 Lessons From Our Annual Retreat

In this episode of the Cheer Biz Podcast, host Dan Cotton unpacks the three biggest lessons he learned during his gym’s annual staff training and retreat. From discovering that even experienced coaches don’t know the score sheet as well as they think, to uncovering how structured conversations unlock hidden problems, to realizing the untapped potential of younger staff members — these lessons can transform how you hire, train, and empower your team.

If you want to build stronger staff, improve communication, and create a culture of growth in your cheer program, this episode will show you exactly where to start.

Ideal for all star gym owners, coaches, and program directors who want to develop leaders, strengthen retention, and grow a successful cheer business.

Big Lessons From a Small Gym Owner: Alicia Shaffer

In this episode of the Cheer Biz Podcast, host Dan Cotton sits down with Alicia Shaffer, the owner of GPX Cheer in Gillette, Wyoming. Alicia shares her inspiring story of launching a gym in a small community and growing it into a program that gives athletes big opportunities on major stages.

Listeners will learn how to build a cheer gym in a small market, use sideline and half-year programs as powerful growth funnels, and market effectively when awareness of all star cheer is low. Alicia also talks about balancing gym ownership with being a coach, a mom of three, and a full-time professional outside the gym.

Her story proves that small gyms can achieve big success when they focus on community, consistency, and creative business strategies.

When Athletes Quit Mid-Season

What do you do when an athlete quits right before choreography? In this raw and timely episode of the Cheer Biz Podcast, host Dan Cotton shares his real-life experience of losing a team member just hours before starting choreo.

Dan opens up about:
✅ How to stay calm when athletes leave unexpectedly
✅ Strategies for keeping your team focused and motivated
✅ Recruitment tips to quickly fill key roles
✅ Why mindset and problem-solving matter more than panic
✅ Lessons every all star cheer coach and gym owner can apply

If you’ve ever faced an athlete quitting mid-season, this episode will give you the perspective and tools to lead through adversity and keep your program on track.

Perfect for cheer gym owners, all star coaches, and anyone managing competitive cheerleading teams.

The Truth About "Hit Zero"

Mental blocks, performance anxiety, and “hit zero” culture are some of the biggest challenges facing cheer coaches and gym owners today. In this episode of The Cheer Biz Podcast, Dan Cotton sits down with sports performance expert Jeff Benson, author of Unblocked: The Walls Come Tumbling Down. Together they dive into how to build a healthier gym culture, coach with psychological safety, and help athletes push through fear without sacrificing confidence.

Whether you’re battling team-wide mental blocks, navigating parent expectations, or just trying to strengthen your program’s culture, this conversation is packed with actionable strategies you can apply right away.

What you’ll learn in this episode:

Why traditional “tough coaching” doesn’t work with today’s athletes

How gym culture impacts performance and athlete retention

The truth about “hit zero” and how it affects athlete mindset

Practical tools for coaches to reduce fear and build resilience

The Next 10 Lessons: What I’d Tell My Younger Self

After 15 years of running businesses, Dan Cotton reflects on the hard-earned lessons he wishes he could share with his younger self. In this continuation of his popular “10 Things” episode, Dan dives into 10 more powerful insights—covering money, space, failure, culture, profitability, and more—bringing the list to 20 essential truths for gym owners and entrepreneurs. Tune in to learn from his mistakes, successes, and strategies so you can grow your business faster without making the same missteps.

From Amateur to Expert: Mastering ChatGPT in 20 Minutes

AI isn’t the future—it’s the present. In this episode of the Cheer Biz Podcast, Dan Cotton walks you through how to go from casually using ChatGPT to leveraging it like a true expert. You’ll learn practical strategies like building master prompts, organizing project folders, using canvases for better outputs, creating custom GPTs, and unlocking the power of GPT Agents to automate real business tasks. Whether you’re a gym owner, coach, or entrepreneur, this crash course will help you save time, boost productivity, and stay ahead in the AI revolution.

10 Honest Truths Gym Owners Wish They Could Tell Parents

In this emotional and unfiltered episode of the Cheer Biz Podcast, host Dan Cotton opens up about the real struggles and heartfelt truths that coaches and gym owners wish parents understood. From the sacrifices made behind the scenes, to the financial realities of running a cheer gym, to the tough decisions that weigh heavily on coaches, Dan shares the raw side of the industry. Whether you’re a parent, coach, or gym owner, this episode offers a valuable perspective on the challenges and passion that fuel the sport of cheerleading.

From Athlete to Coach: Jalani Keo’s Journey Through College and All-Star Cheer

In this episode of the Cheer Biz Podcast, Dan sits down with the one and only Jalani Keo to talk all things cheer. Jalani shares his journey from cheering at Oregon Dream Teams, Trinity Valley, and Weber State to becoming an NCA national champion and now an All-Star coach. They dive into what it really takes to make it in collegiate cheer, how to build winning culture, and the balance between athlete passion and program business. Packed with insight, lessons, and a little friendly competition, this conversation is a must-listen for athletes, parents, and coaches alike.

Where Did All the Money Go? Tracking Profit, Not Just Revenue

After 15+ years as a business owner, Dan knows the sinking feeling of looking at your bank account and wondering where the money went. In this episode of the Cheer Biz Podcast, he breaks down the real difference between gross revenue and profit, the hidden expenses that eat away at your bottom line, and the traps gym owners fall into—like overstaffing, underpricing, and neglecting owner pay. Dan shares practical steps for auditing your finances, finding your “magic number” for enrollment, and building a profit-focused mindset so you can grow your gym without losing sleep (or your paycheck).

Train or Terminate: Making the Tough Call as a Leader

In this episode of the Cheer Biz Podcast, Dan Cotton dives deep into one of the hardest decisions leaders face—should you invest in training an underperforming employee or decide it’s time to part ways? Drawing from years of business ownership and his background in law enforcement training, Dan shares a practical framework for evaluating employee performance, assessing willingness to grow, and navigating termination with clarity and professionalism. Whether you manage a small team or a large staff, this episode will help you make confident, informed decisions for the health of your business.