A couple months ago, there was a viral post making the rounds in the Crazy Cheer Moms group: “An open letter to cheer gym owners.” I read it. I took notes. And I’ll say it plainly: A lot of it is fair.

In this first part of my two-part response, I’ll break down the two hottest topics from that post: rising costs and mid-season cuts or alternates. I’m writing from the owner’s side of the mat—not to win an argument, but to help us run better programs, communicate like pros, and keep more kids in all star cheer without families or staff burning out.

1. The Cost Conversation: Luxury Signals vs. Real Value

The viral post says that tuition climbing into the $600-$700 range puts all star out of reach for many—and that’s before uniforms, travel, choreography, and comp fees. I get it. I’m a gym owner and a cheer mom. I feel that tension every season during budgeting.

Here’s the reality most parents don’t see—and that owners sometimes forget to explain:

• You’re juggling two customer segments in one lobby: Some families want new uniforms every year, custom music, blinged bows, additional stunt camps, big-ticket travel (The Summit, USASF Worlds, Allstar World Championship). Others would happily trade fewer rhinestones and fewer flights for a lower bill. Most fall somewhere in between. Your prices and offerings need to make sense for all three.
• “Keeping up with the Joneses” is real—and really expensive: The gym across town gets new Worlds uniforms or Summit practicewear each year. A celebrity clinic pops up three exits away. Your kids notice these things, and their parents ask questions. Every “nice to have” comes with an opportunity cost: extra Saturday practices mean lost birthday party revenue, fewer privates and a full Saturday morning you can’t monetize.
• Competition fees are usually pass-throughs; labor is not: Event producers charge a certain amount per athlete. You pay that, but you also carry credit card fees, coach pay for 10- to 12-hour event days, travel stipends, registration admin time, and the payroll taxes tied to all of it. Those costs have land somewhere—either in tuition or as an admin line item—or the gym slowly bleeds.
• Minimum wage and inflation ripple through everything: When wages go up, your entire pay band shifts – even when your coaches are paid well above minimum wage. Rent, insurance, taxes, and unemployment insurance get pricier, too. If you’re already running lean—and most small gyms are—your tuition has to reflect that, or quality will start to erode.

How To Address These Concerns

1. Explain to parents what they’re paying for.

Educate parents that their tuition pays for staffing (for practices), facility, equipment, admin and savings for upgrades. I’m pretty honest with my parents. They know I also profit from the gym. I have sacrificed a lot over the years for the gym, and that’s the point of operating it as a business rather than a non-profit. My parents don’t see me as a greedy mogul. They see me as a smart businesswoman, and many of them have even come to me to ask business questions over the years. 

2. Offer program tiers and uniform options.

Rec, novice, prep and elite are perfect for this! Not all teams should have custom, blinged out uniforms, full-rhinestone bows, matching shoes, matching backpacks and travel comps. Some can be local with pre-made music, and that’s great for those who need a budget-friendly option as well as those just trying out the sport!

3. Spell out your gym’s policy.

If you bring in a guest coach, disclose minimum enrollment, pricing and that pre-registration is important as the clinic displaces other activities. (birthday parties, privates) This way families understand they must continue to register (in advance!) for these events in order for you to continue running them. That said if you schedule a clinic at 9 a.m. on Easter Sunday, don’t be upset when no one registers.

4. Right-size by team, not by myth.

D1 vs. D2 doesn’t determine affordability. Your local market and team goals do. Price accordingly. Large programs can be expensive to participate in, but so can small ones – especially when they’re committed to not robbing Peter to pay Paul. 

5. Time tuition increases with a clear story.

Tie changes to wage laws, hours of practice or expanded services. Make it clear you’re protecting quality and staff. Your goal is to always increase the value and quality of your program, so when necessary price increases occur, people stil see the value in what they’re paying for.

Parents will accept “reasonable” when they can see the reason for themselves. Give them the math and the “why,” not just the invoice.

2. Mid-Season Cuts and Alternates: “Sudden” vs. Unavoidable

The viral post argues that pulling a stunt group or a pass mid-season harms kids’ mental health. I agree with this in spirit: Sudden changes sting – especially when you feel like you could have done more. But “sudden” is more often triggered—by injury, roster shifts or safety—than it is arbitrary.

What’s often really happening:

• An ankle breaks, a family relocates or a back spot quits. Twelve becomes 11. Three stunts become two. Choreography must change.
• An athlete had the pass in May on the rod floor, but isn’t throwing it in October on the spring floor. As coaches, it’s our job to catch these things early on and communicate clearly. “If she isn’t throwing her handspring by next week” puts an unhealthy pressure on athletes. But, “I need to see her feeling confident and able to do this in the routine in the next six weeks. Here are the openings we have for private lessons and clinics in the meantime” is a much better approach and gives the athletes more control over their circumstances.
• Some gyms pull skills for a single miss. I don’t endorse that. Mistakes are part of the sport. But readiness and safety still rule. If you didn’t pull a skill because your ankle tweaked in your round off, I get it. We need to take warm ups more seriously next time. That’s just part of the learning process. But if you didn’t throw it – just like you regularly don’t at practice – for one reason or another, then we probably need to have a different conversation. 

That’s it for Part 1. In Part 2, I’ll tackle communication gaps, favoritism myths and what “tough vs. toxic” coaching looks like in practice.

Want the full discussion in your earbuds?

📺 YouTube: https://youtu.be/KQSGir1jIl0 

🎧 Spotify: https://open.spotify.com/episode/1ktVImYa6451PmNDsKYAxH?si=HoWMKgt_ToScKKfauhHiuA 

🍏 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-fullout-cheer-podcast/id1763244914?i=1000732131359