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Since its founding, Cheer Athletics has become a driving force in the competitive cheerleading world. With its roots in Dallas, Texas, what began as a small two-athlete practice in a local park has blossomed into a global empire, boasting 17 locations across the United States and even reaching international markets. Co-founders Angela Rogers and Jody Melton initially launched Cheer Athletics, with Brad Habermel joining them two years later in 1996. Together, the trio shared a vision not just to build a cheer gym, but to create a legacy that would shape the future of cheerleading. Today, Cheer Athletics (CA) has revolutionized the sport, consistently producing some of the most successful and decorated teams in the world, including numerous Cheerleading Worlds champions.
We sat down for an exclusive interview with two of the owners, Brad and Angela, to get their insights on the meteoric rise of Cheer Athletics, its expansion plans, and the secrets behind its success. This article explores pivotal moments in Cheer Athletics’ journey, from their appearance on America’s Got Talent to their significant role in pushing for cheerleading to become an Olympic sport. In our conversation, they shared how CA has influenced both the sport and the athletes who call the gym home.
Humble Beginnings: A Dream in Dallas
Cheer Athletics didn’t start with massive facilities or hundreds of athletes. In fact, it started in 1994 with just two athletes training in a Plano park. From the outset, the founders had clear goals: they wanted to create a program that would be known for both its athletic excellence and its commitment to personal growth. Brad, Angela, and Jody were determined to set a new standard for cheerleading training, emphasizing not just technical skills but also the values of discipline, teamwork, and perseverance.
Angela recalls the early days fondly, explaining that their original goal was to add just one team a year. “Back then, we had no idea how fast the industry would grow,” Angela says. “By year two, we already had 58 athletes, which was crazy big at the time.” Their success wasn’t just about recruiting athletes; it was about building a culture that athletes and families wanted to be a part of. From those early years, the focus was on creating a positive, supportive environment where athletes could thrive both on and off the mat.
The ethos that was born in those early days still guides Cheer Athletics today. The founders were determined to build something bigger than just a cheerleading gym; they wanted to build a legacy. “It’s never been about one person or just the three of us,” Brad says. “It’s about everyone who’s ever been part of Cheer Athletics.”
A Culture of Innovation
A contributing factor that has allowed Cheer Athletics to stand apart from other gyms is its commitment to innovation. Whether it’s pioneering new training techniques or adopting the latest technologies, Cheer Athletics has always been on the cutting edge of cheerleading. This forward-thinking approach has been key to their success in consistently producing world-class teams.
Angela explains how Cheer Athletics has embraced technology to enhance training. At their Plano facility, they use a system called Sideline Scout, which provides real-time video feedback during practices. “It’s a game-changer for us,” Angela says. “The system records everything, and coaches can rewind or slow down footage to give athletes immediate feedback. It allows us to fine-tune performances on the spot.” This use of technology not only improves execution but also helps athletes better understand their form and technique.
But technology isn’t the only innovation at Cheer Athletics. Several years ago, the gym launched Cheer Athletics Training University (CAT U), an annual in-person training event for all coaches and owners. This program goes beyond just cheerleading skills; it focuses on personal development, stress management, and leadership. “What we give off as coaches is what we get back from our athletes,” Angela explains. “We want our coaches to be the best versions of themselves so they can bring out the best in their teams.”
The collaborative coaching environment at Cheer Athletics also plays a significant role in fostering innovation. There is no hierarchy among coaches—whether someone has been coaching for 30 years or it’s their first year on staff, everyone’s ideas are valued. “We quickly learned that even a first-year coach might have some nugget of insight that a veteran never thought of,” Brad says. “This lack of hierarchy has made us better and more innovative.”
Expanding Across the Globe
As Cheer Athletics grew in popularity, so did the demand for more locations. Today, CA has 17 locations, and while the majority are in the United States, the brand’s reach is now global. The first international location opened in the United Kingdom, and more locations are expected to follow in other countries in the coming years.
Expansion hasn’t always been easy, though. Brad and Angela both emphasize the importance of maintaining consistency across all locations. “We don’t want to expand so fast that we lose control of the product,” Angela says. Each new franchise undergoes a rigorous training process to ensure that every gym meets the high standards that have become synonymous with the Cheer Athletics brand. This process includes an in-depth training at their Plano headquarters, where franchise owners and staff are taught everything from facility design to coaching methods.
Brad credits much of their successful expansion to Chad Wright, CA’s Chief Operating Officer. “Chad works very hard going through all of the requests for new CA locations,” Brad says. “At any given time, there are between 70 and 100 viable options across the U.S. and globally. It’s a pretty intense vetting process, but it ensures that we’re only expanding in places where we know the demand is there and the leadership is strong.”
One of the most exciting new announcements is a location in Lexington, Kentucky. Brad explains why Lexington is the perfect fit for Cheer Athletics: “Kentucky is one of the strongest places for cheerleading, both at the high school and All-Star level. There’s a ton of talent there, and Lexington has a rich history in All-Star cheer. We’re excited to tap into that and bring Cheer Athletics to a place that already has such a deep connection to the sport.”
Consistency and Excellence: The Cheer Athletics Formula
Managing a multi-location cheerleading program presents its challenges, particularly when it comes to maintaining the consistency and excellence that Cheer Athletics is known for. Despite rapid growth, the gym has upheld its standards through a combination of rigorous training and constant communication.
Angela explains that Cheer Athletics maintains a great core team within the brand who work to ensure that every location stays aligned with the gym’s core values. This includes regular communication with franchise owners and staff, making sure they are staying up to date with the latest training methods and tools. “We have a lot of great minds within the company,” Angela says. “At any point, we can reach out and get expert opinions or tools for a new program or whatever it may be.”
This culture of collaboration extends to the athletes themselves. Coaches at Cheer Athletics emphasize personal growth and leadership as much as technical skill. “We always say that people will rise or fall to the expectations you set for them,” Brad explains. “We set the bar high, but we also provide the path and the tools to help athletes reach those expectations.”
This philosophy has produced some of the most decorated cheerleaders in the world, including many who have gone on to compete for Team USA. Cheer Athletics’ influence reaches far beyond the walls of their gyms, as their alumni continue to push the boundaries of the sport on the international stage.
America’s Got Talent: Bringing Cheer to the Masses
One of Cheer Athletics’ most high-profile moments came when they appeared on the popular television show America’s Got Talent. Their performance reached millions of viewers and gave competitive cheerleading the most exposure it had seen since Bring It On debuted at number one at the box office when it was released in 2000. However, their experience wasn’t without its challenges, as the pandemic abruptly impacted the process.
Brad recalls the challenges of competing on America’s Got Talent during the early days of the pandemic. “We flew to LA to do the first round, and while we were there, the world shut down,” he says. The second round was filled with nasal swabs, masks, and very limited practice time. Despite these challenges, the CA athletes put on an impressive performance, earning praise for their skills and athleticism.
Angela adds that the feedback they received from viewers was overwhelmingly positive. “A lot of people were surprised that the athletes could do all those skills while wearing masks,” she says. “It was a tough situation, but the athletes didn’t let it slow them down.”
The appearance on America’s Got Talent helped bring competitive cheerleading to a broader audience. “I had so many people—friends, family, people who don’t know cheerleading—reach out to me and say, ‘I saw you on America’s Got Talent. I had no idea how athletic cheerleading was,’” Brad recalls. “It was cool to see the sport getting that kind of recognition.”
Pushing for Olympic Inclusion
Perhaps one of the most exciting developments in recent years is cheerleading’s push for inclusion in the Olympics. Brad is optimistic about the future of cheerleading as an Olympic sport. “Cheer Athletics and many others have helped the sport grow and hopefully we can continue helping along the way,” he says. Cheer Athletics has produced hundreds of athletes who have gone on to compete and cheer in college, and the gym has been a driving force behind the growth and development of the national team for Team USA.
The road to Olympic inclusion hasn’t been easy, but organizations like the International Cheer Union (ICU) and USA Cheer have made significant strides in promoting the sport on a global scale. In 2021, the ICU received full recognition from the International Olympic Committee (IOC), a major step toward getting cheerleading included in the Olympic Games. Brad believes that Cheer Athletics will continue to play a key role in shaping the future of the sport, both domestically and internationally.
Angela adds, “We’re excited to continue shaping this sport on the global stage. It’s not just about national success anymore—it’s about showing the world what cheerleading can do.”
Challenges and Opportunities in Judging
As competitive cheerleading grows in popularity, one of the areas that still faces challenges is judging. In recent years, there have been increasing concerns about the consistency and fairness of judging in cheerleading competitions. Brad and Angela have seen firsthand how the judging system can be both a blessing and a challenge.
Brad has spent a lot of time in judges’ meetings and understands the complexities involved in the process. “One of the biggest issues with judging is the sheer amount of responsibility we put on them in such a short time frame,” Brad explains. “Judges have to evaluate everything—skills, technique, difficulty, creativity—and they do this for hours on end without much of a break. It’s an insane amount of work, and that’s where inconsistency comes in. They’re human, and the system isn’t always set up to give them the time they need to do their jobs properly.”
He believes that the system could benefit from a reevaluation. “We cram as many teams as possible into a competition day, often to the detriment of the judging process. We need to find a way to allow judges more time to properly assess each team’s performance without rushing. This would lead to more consistent results across the board.”
Another challenge in cheerleading judging is the level of subjectivity involved, particularly in categories like creativity and overall performance. Angela points out that while skills like tumbling and stunting can be judged based on technical execution, other categories are more open to interpretation. “We need to find a way to standardize how certain elements are judged, or at least provide clearer guidelines on what judges are looking for,” she says. “It’s frustrating for teams and athletes to feel like they’ve hit their routine, only to receive lower scores due to something subjective like creativity or visual appeal.”
Despite these challenges, both Brad and Angela believe the future of judging in cheerleading is bright. “We’re seeing more and more professionalization in the sport, and that includes the judging process,” Angela says. “As the sport continues to grow, I think we’ll see more structured training for judges, which will help reduce inconsistencies and create a fairer system for all teams.”
The Cheerleading Worlds and CA’s Dominance
One area where Cheer Athletics has consistently excelled is at The Cheerleading Worlds, the sport’s most prestigious all-star cheerleading competition. With more gold medals than any other gym, Cheer Athletics’ record at Worlds is a testament to their rigorous training and unwavering dedication to excellence.
Brad emphasizes that their success at Worlds isn’t just about hitting difficult stunts or performing flawless tumbling passes—it’s about setting clear expectations and providing athletes with the tools they need to succeed. “We don’t just say, ‘Here’s the goal; go hit it,’” Brad explains. “We give our athletes the path to get there. We know the recipe for success, but it’s important to remember that we also focus on the journey. We don’t guarantee wins, but we do promise athletes a valuable experience where they’ll learn lifelong skills.”
Angela adds that the collaborative coaching environment at Cheer Athletics is another reason they’ve been able to produce so many successful teams. “Everyone at Cheer Athletics has a voice,” she says. “We constantly communicate with each other, sharing ideas and feedback. If something needs to be more difficult or more creative, we work together to make it happen.”
The coaches and athletes at Cheer Athletics also emphasize the importance of resilience. Brad points out that even the best teams don’t always win, and part of their job as coaches is to help athletes understand that failure is part of the process. “We tell them that mistakes don’t define them,” Brad says. “It’s how they respond to those mistakes that matters. If they can bounce back and give their best effort, that’s a win in itself.”
This mindset has helped Cheer Athletics maintain their dominance at Worlds year after year. While winning is always a goal, Brad and Angela are clear that it’s not the only measure of success. “At the end of the day, if our athletes walk away from Worlds feeling like they’ve grown as individuals and as a team, that’s what’s most important to us,” Angela says.
Creating a Safe Space for Athletes
Cheerleading is a demanding sport, both physically and emotionally. At Cheer Athletics, creating a safe, supportive environment for athletes is a top priority. This goes beyond physical safety—Brad, Angela, and their team are committed to providing a space where athletes can grow mentally and emotionally as well.
Angela explains that part of this commitment involves equipping coaches with the tools they need to support athletes. “We make sure our coaches are trained not just in cheerleading skills, but in how to be supportive mentors,” she says. “If a coach notices that an athlete seems off or is struggling, we encourage them to check in with that athlete and see what’s going on. Sometimes it has nothing to do with cheerleading—it might be something going on at home or at school. Our coaches are trained to pay attention to those things.”
Cheer Athletics has also implemented physical safety measures at all of their facilities. Each gym is equipped with state-of-the-art training equipment, including spring floors and tumbling tracks, to reduce the risk of injury. Additionally, they follow strict safety protocols for stunting and tumbling, ensuring that athletes are properly spotted and supported at all times.
“We want athletes to know that when they walk through our doors, they are entering a safe space,” Brad says. “Whether it’s physical safety or emotional well-being, we are here for them. That’s part of what makes Cheer Athletics so special—it’s a community where athletes can be themselves and know they are valued.”
Building a Global Brand: Cheer Athletics Franchising
While Cheer Athletics’ expansion across the United States has been impressive, the brand’s international presence is perhaps even more notable. The decision to franchise Cheer Athletics gyms was a major turning point for the organization, allowing them to bring their winning formula to more athletes across the globe.
Brad and Angela explain that franchising wasn’t something they rushed into. “We spent a lot of time developing the franchising model before we launched it,” Brad says. “We wanted to make sure that every new location would meet the same high standards as our original gyms. That meant creating a comprehensive training program and setting clear expectations for franchise owners.”
Each new franchisee undergoes rigorous training at the Plano facility, where they learn everything from how to run a successful gym to how to maintain the Cheer Athletics culture. “We make sure that every new gym feels like a natural extension of the Cheer Athletics family,” Angela explains. “That means the same level of training, the same high standards, and the same commitment to excellence.”
Today, Cheer Athletics has locations in the United Kingdom and plans to expand further internationally in the coming years. Brad hints that they are looking at several new markets, but he’s tight-lipped about specifics. “We definitely have big plans for global expansion, but there are a lot of legal hurdles to navigate, especially since we are a legal franchise,” he says. “It’s not as simple as saying, ‘Here’s our logo, go do your thing.’ It’s a more intricate process.”
Shaping the Future of Cheerleading
As Cheer Athletics continues to grow, Brad, Angela, and Jody are focused on the bigger picture—how they can help shape the future of cheerleading and dance as a whole. From their involvement in the push for Olympic inclusion to their efforts to improve judging, CA is at the forefront of nearly every major development in the sport.
Dance Athletics, CA’s dedicated All-Star dance program, reflects this ambition and has already gained traction in key locations like Denver. Nicole Graham, co-owner of Cheer Athletics and Dance Athletics Denver, underscores the collaborative support system within CA as a critical factor in their shared success. “Being part of Cheer Athletics means we have a network of some of the best minds in cheer and dance at our fingertips,” Graham notes. “People ask about the ‘CA Way,’ but it’s really about collaboration and evolving together to reach new heights.”
In a sport that’s constantly changing, staying ahead can feel daunting, but CA’s network provides a vital backbone. “The sport demands that we’re at our very best at all times, because that’s what our athletes deserve,” Graham explains. With CA, this pressure is balanced by access to a wealth of expertise and support, an approach that fosters growth across all CA and Dance Athletics locations. “The CA Way isn’t a secret recipe. It’s about assembling the best in cheer and dance, supporting each other, and constantly evolving.”
For Graham, who helped lead Denver’s Peak Athletics through a 2020 rebranding to join Cheer Athletics and Dance Athletics, the experience has been transformative. Aligning with CA, she says, introduced her team to a philosophy that prizes both innovation and collaboration, uniting them with a national mission to elevate standards for cheer and dance athletes across the country. “We’re part of something much larger,” she reflects, “a shared commitment to excellence that strengthens our sport and supports our athletes in profound ways.”
As cheerleading becomes increasingly diversified, from All-Star cheer to STUNT, recreational cheer, and school cheerleading, Cheer Athletics is playing a critical role in ensuring that each of these avenues continues to thrive. Brad is particularly excited about how cheerleading is expanding to reach a broader audience. “It’s no longer just about one type of cheerleading. There’s something for everyone, whether it’s school cheer, competitive All-Star, or even collegiate teams training at our gyms. That’s a good thing for the sport and a great thing for the athletes.”
Brad and Angela believe one of the most impactful changes that could benefit the sport is rethinking the focus on high-cost year-end events like Worlds and The Summit. While these competitions are prestigious, they’ve created a financial barrier for many families and athletes, limiting access to the sport.
“The biggest challenge facing cheerleading is the rising cost,” Brad explains. “The pressure to attend these major events adds significant expenses—not just entry fees, but choreography, travel, and more. If we could shift the focus to more affordable regional and national competitions, we’d make the sport accessible to more athletes.”
Angela adds that this change could lead to a more balanced experience for athletes. “It’s not just about getting to Worlds. Success in cheerleading should also be measured by the growth and development athletes experience throughout the season,” she says. By reducing the emphasis on costly year-end competitions, Brad and Angela envision a cheerleading landscape that’s more inclusive, allowing athletes to thrive and enjoy the sport without the financial strain. This, they believe, would lead to a healthier, more sustainable future for competitive cheerleading.
Leaving a Legacy: Cheer Athletics’ Enduring Impact
When I asked them about the legacy they want to leave behind, Brad, Angela, and Jody all agree: it’s not about the number of trophies or locations but the impact they’ve had on the lives of their athletes. “At the end of the day, it’s about building great people through the sport of cheerleading,” Brad reflects. “The trophies and titles are nice, but they’re secondary to watching athletes grow into strong, resilient individuals who take those skills into every part of their lives.”
Looking ahead, Brad and Angela both believe that the key to success will be staying true to their core values while continuing to innovate and adapt. “The sport is changing, and we’re excited to be part of that change,” Brad says. “But no matter how big we get, we’ll always stay grounded in the values that got us here—hard work, integrity, and a commitment to building great people through the sport of cheerleading.”
Angela echoes that sentiment, adding that the most rewarding part of her job is watching athletes grow. “It’s incredible to see where some of our alumni have gone. Many have become coaches, leaders, and even business owners themselves. To know that Cheer Athletics played a part in their journey is really special.”
Cheer Athletics has come a long way since its humble beginnings in a Plano park. Today, it stands as one of the most respected and successful cheerleading programs in the world, known for producing world-class athletes and creating a positive, supportive environment for everyone who walks through its doors.
At the heart of everything they do is the belief that cheerleading is more than just a sport. It’s a community, a place where athletes can find strength, support, and a family. As Brad puts it, “Cheerleading is about so much more than stunts and routines. It’s about building people up and helping them become the best versions of themselves.”
With a legacy firmly in place and a future filled with opportunities, Cheer Athletics is poised to remain a leader in the cheer world for years to come, inspiring the next generation of athletes and continuing to shape the future of the sport.
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