In a riveting new feature from The New York Times, journalist David Gauvey Herbert pulls back the curtain on the complex, high-risk world of cheerleading. Far from its traditional image of pom-poms and spirit chants, cheerleading has evolved into an athletic, acrobatic sport that demands intense physicality, often at the cost of athlete health and safety. The piece goes deep into the industry’s roots, highlighting the role of Varsity, the company that has come to dominate the sport, controlling competitions, apparel, camps, and, according to critics, much of the sport’s direction.
Read the full New York Times article here. [approx. 1 Hour Read]
One of the article’s most compelling stories centers on Nikki Jennings, a former flyer whose career in cheerleading left her with seven concussions and chronic injuries. Starting at just four years old, Jennings ascended through the ranks, but along the way, she endured grueling training sessions, verbal abuse, and physical injuries. By age 21, she had retired from the sport with a traumatic brain injury, battling symptoms like slurred speech and headaches. Jennings’s story isn’t unique, according to the article—many cheerleaders find themselves pushed to the brink of their physical limits, as the pressure to execute increasingly dangerous stunts mounts.
Cheerleading, which now includes intricate tumbling, risky stunts, and physically demanding pyramids, has become one of the most hazardous sports for young women. According to research cited in the article, catastrophic injuries in cheerleading—especially concussions—have outpaced those in many other high school and collegiate sports. Some medical experts argue that it’s even more dangerous than football when it comes to serious head and spine injuries. For flyers like Jennings, who are tossed into the air to perform acrobatic maneuvers before being caught by teammates, the risks are ever-present.
The Power of Varsity Spirit
At the center of this increasingly popular sport is Varsity, a Memphis-based company founded by Jeff Webb, often credited with transforming cheerleading into the competitive sport it is today. Varsity’s reach extends into almost every aspect of cheerleading, from organizing competitions to selling uniforms and equipment. Varsity’s dominance is so pervasive that critics, like antitrust expert Matt Stoller, compare it to tech giants like Google. According to the article, Varsity controls more than 80% of the cheerleading market, raking in hundreds of millions of dollars annually.
The company’s influence is staggering. Varsity hosts the summer camps where young athletes are taught high-flying stunts, organizes the competitions where they perform, and even provides the custom uniforms bedazzled with Swarovski crystals that have become a hallmark of elite cheer squads. Varsity has cultivated a culture of excellence, but that pursuit of perfection comes at a cost, as athletes are often pushed to perform beyond their limits in pursuit of titles and accolades.
However, Varsity’s dominance is not just limited to competitions and apparel—it extends to the governance of the sport itself. Varsity founded several organizations, including the U.S. All Star Federation (USASF), which oversees rules and safety regulations for competitive cheerleading. But critics argue that these governing bodies, far from protecting athletes, are more focused on maintaining Varsity’s control over the sport. Lawsuits have alleged that Varsity and its affiliated organizations have downplayed safety concerns and failed to enforce bans on abusive coaches, allowing dangerous practices to continue unchecked.
Les Stella’s Bombshell Revelation
Following the publication of the New York Times article, Les Stella, a former top executive with the USASF, responded on social media, confirming one of the most striking quotes attributed to Jeff Webb. In a Facebook post, Stella recounted his experiences with the Times during the interview process and acknowledged that while much of what he shared was opinion, one statement from Webb stood out as fact.
Stella revealed that Webb, in discussing the formation of the USASF, said, “I need to remind Jim [Chadwick] [then, former USASF President] why we started the [expletive] USASF Not because we wanted some [expletive] governing body telling us what to [expletive] do. It was because we wanted to control the All Star market. And it [expletive] worked.”
This quote directly ties into the broader concerns raised in the Times article—that Varsity founded governing bodies like the USASF not for athlete safety or to create a more structured sport but to maintain a tight grip on the competitive cheerleading market. Stella’s account, now gaining traction in the cheerleading community, has fueled the ongoing conversation about how Varsity’s control over cheerleading’s governing structures may have influenced the sport’s trajectory, particularly regarding athlete safety and competitive fairness.
The Culture of Abuse and Injury
The article highlights not only the physical risks associated with competitive cheerleading but also the emotional and psychological toll. Jennings’s coach, Carlos Realpe, pushed her and other young athletes to their breaking points, often screaming and throwing objects when they made mistakes. Even after Jennings suffered injuries like a pulled hamstring or a concussion, she was pressured to continue training and competing, despite the risks to her health. Jennings describes the relentless pressure to perform as part of the culture in competitive cheer, where pushing through pain is often seen as a badge of honor.
At the University of Hawaii, where Jennings cheered after earning a scholarship, her coach, Mike Keolaokalani Baker, was equally unforgiving. When Jennings posted swimsuit photos on Instagram, Baker reportedly made inappropriate comments, telling her she looked like she was preparing for an OnlyFans career. Despite the intense physical demands placed on her, Jennings’s scholarship was jeopardized after she sustained yet another concussion during a basket toss—a stunt in which flyers are launched into the air by their bases. It wasn’t until the athletic director intervened that she was allowed to keep her scholarship, but soon after, she was cut from the team.
Jennings eventually retired from cheerleading, and only then did she begin to connect the dots about the long-term effects of her injuries. Her experience with emotional abuse, grueling hours, and injuries that were often ignored or brushed off reflects a broader issue within the sport. The pressure to perform, combined with the lack of safety protocols, creates a dangerous environment for young athletes.
Cheerleading’s Troubling Safety Record
Cheerleading’s injury rate has been a growing concern for years. The article points out that over the last four decades, cheerleaders have sustained more catastrophic injuries than all other female high school and collegiate athletes combined. Emergency room visits for cheer injuries rose nearly 500% between 1980 and 2001, and despite some improvements in safety regulations, concussions continue to soar.
In response to these concerns, Varsity and its affiliated organizations have implemented some safety measures. For example, in 2006, a ban was placed on basket tosses performed on hardwood floors, and in 2012, double-twisting dismounts were prohibited at the high school level. However, these measures have been slow to roll out, and critics argue that Varsity’s primary focus has always been on maximizing profits rather than protecting athletes. Even as safety guidelines were improved, cheerleaders continued to suffer serious injuries. A study from Pediatrics in 2019 found that cheer practice was second only to football in terms of the number of concussions among high school athletes.
Monopolistic Practices and Growing Scrutiny
Varsity’s control of the cheerleading industry has not gone unnoticed by regulators and critics. In recent years, the company has faced multiple antitrust lawsuits, alleging that it has engaged in monopolistic practices that stifle competition and inflate costs for athletes and their families. Parents have reported spending upwards of $10,000 a year per child in competitive cheerleading, with many of those costs going directly to Varsity through competition fees, apparel, and camps. In July 2024, private equity firm KKR bought Varsity Spirit for $4.75 billion, signaling that Varsity’s grip on the cheerleading industry remains strong despite growing scrutiny.
One of the more revealing moments in the article came from a 2018 email by Steve Peterson, a USASF executive, who privately mocked independent event producers trying to compete with Varsity’s near-total control. After an event producer complained about Varsity’s tactics, Peterson forwarded the email to Varsity headquarters, writing, “FYI… It’s working,” and adding a smiley face emoji. His comment highlights the degree to which Varsity’s executives used their influence within the sport’s governing body to maintain their competitive advantage.
For gym owners and independent event producers, competing with Varsity is nearly impossible. The company has exclusive contracts with many of the venues needed to host cheerleading competitions, and its loyalty programs offer significant rebates to gym owners who stick with Varsity events. Some smaller event producers have been forced out of the market altogether, unable to keep up with Varsity’s aggressive tactics.
As cheerleading continues to grow in popularity, attracting over a million athletes each year, the question remains whether the sport can evolve into a safer, more athlete-centered activity. The article suggests that cheerleading’s status as an “athletic activity” rather than a sport has allowed Varsity to avoid many of the regulations imposed on other collegiate and high school sports. If cheerleading were recognized as an official sport, it would come under the purview of the NCAA or state athletic associations, which could impose stricter limits on practice hours and safety requirements.
Cheerleading’s future may depend on whether the industry can address these safety concerns while maintaining the athleticism and excitement that have made the sport so popular. For now, Varsity remains the dominant force, shaping the sport’s direction while athletes like Nikki Jennings continue to advocate for greater protection and accountability.
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