February tends to make us think about love: hearts, candy and all the sweet stuff. In the cheer gym world, it’s also the perfect time to slow down and intentionally show appreciation to the families who support your program day in and day out.

One of the best tools we can borrow—from life, relationships and leadership—is the idea of the five love languages.

Yes, they apply to cheer gyms too, and not in the creepy way you’d use the love languages to show your spouse affection. These have been adapted to apply within the workplace too!

When you use them well, you’ll build deeper trust, stronger community with parents and staff who truly feel connected to your mission.

Today, I’m breaking down how each love language can be used to show gratitude to your customers without feeling awkward, forced or like you’re playing favorites.

1. Words of Affirmation: Speak the Good Out Loud

This one is my personal love language. You’d think that means it’s natural for me to speak my appreciation, but I actually have to be very intentional to do this. For many staff and parents, hearing genuine affirmation can change everything.

A simple, “Thank you for always having her on time and prepared,” means more than you think—especially for parents juggling jobs, multiple kids and the constant demands of all star life. The same is true for your coaches: “Thank you for stacking the mats carefully so they look good and don’t get damaged. It means a lot that you care for the equipment the way I would.”

You can show words of affirmation through:

  • A quick handwritten note
  • A thoughtful email
  • A public shoutout in your parent group
  • A quiet conversation on the bleachers

Don’t overthink it: Look for real moments where someone goes above and beyond, and then acknowledge them. Fair doesn’t always mean equal; your goal is sincerity, not keeping score.

2. Gifts: Small Things Create Big Moments

No one wants to admit gifts are their love language, but some people absolutely light up when they receive something thoughtful.

These don’t need to be expensive. In fact, they shouldn’t be.

Some of my favorite gift ideas:

  • A “future cheerleader” or “future ninja” onesie for new moms
  • A sweatshirt in their size as a thank-you for helping on a chaotic comp day
  • A Starbucks gift card to team reps and coaches on competition day
  • Something small and personalized – I once did a dog sweatshirt for a mom whose daughter was graduating. She was about to be an empty nester, and it helped her feel like she was still a part of something big.

Gifts work when they’re personal. Make someone feel seen, and you make them feel valued. They’re especially great when paired with a one-liner saying why you’re giving the gift.

3. Acts of Service: Show Up for Your People

For some parents and coaches, nothing says “I appreciate you” like stepping in to help.

A few ideas for small acts of service:

  • Holding the door for your customers one night as they’re arriving and leaving (Pro tip: I also do this for my senior kids to help them leave more efficiently so I can close the gym on time. LOL)
  • Helping coordinate carpool or pickup when a parent is struggling to find a ride for their child
  • Sending DoorDash to a family during a tough week
  • Connecting them with someone who can help with a home repair or service – even better if the business is owned by a parent in your gym! Win-win!

Acts of service don’t have to be huge. They just have to say, “You’re not doing life alone. We’re your family too, and we’re here to help!”

4. Affection: The Simple Power of Connection

Some parents thrive on feeling connected physically and emotionally. The key is reading the room and keeping it natural and work-appropriate.

Think:

  • A high-five
  • A warm smile
  • A side hug
  • A hand on the shoulder and a “Thanks for being here today. It meant a lot.”

In a cheer gym setting, this love language is subtle but can still be powerful.

5. Quality Time: The Hardest, But Often Most Meaningful

This one gets tricky, because gym owners never want to appear as though they’re playing favorites. But the truth is: People experience gratitude in different ways.

For some parents, quality time is everything.

That might look like:

  • Sitting down for a 10-minute conversation before practice where you just ask how their day is going – no agenda involved
  • Hosting a casual team rep dinner or luncheon
  • Inviting a parent to stop by and chat through a concern or answer their question one-on-one
  • Sending a voice memo instead of a quick text
  • Taking time to explain scoring or legality questions thoroughly

Even five minutes of undivided attention goes a long way, especially during competition season when you feel pulled in 100 directions.

A February Challenge: Choose One and Do It With Intention

You don’t need to overhaul your systems or create a massive parent-appreciation project. Start small.

This month, pick one parent, one coach or one staff member who deserves a little extra gratitude. Identify their love language or take your best guess. Then choose one meaningful way to show them appreciation.

And don’t stop there. The people outside your cheer gym—your spouse, your kids, your friends—are making sacrifices that allow you to lead your teams well. They deserve that same intentionality.

If you try one of these ideas, send me a message. I love hearing your stories, and I’m always collecting new ideas for showing love to the people who make our programs thrive.

Let’s make this the month we lead with appreciation—in our gyms and beyond.

 

If you want to hear the full conversation, you can find the episode here:

📺 YouTube: https://youtu.be/8gD9pTmQMYs

 

🎧 Spotify: https://open.spotify.com/episode/0FU8M9100i78eEnIqtwVYi?si=eur6BxlPQdGdSviHjmP-FQ 

🍏 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-fullout-cheer-podcast/id1763244914?i=1000738663352