Evaluating Your Program Through Another’s Eyes  
We all have come across armchair quarterbacks and backseat drivers. How about that know-it-all that tries to tell you how to coach or run your gym business? Everybody has a better way for you to do it. Sometimes it wouldn’t be a bad idea to take a mental step outside and view your program “through another’s eyes.”

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While peeking in the window at your program, ask yourself some of following questions:
• How are your numbers compared to this time last year?
• Has your trophy count increased or decreased this year?
• What is your retention rate? (Enrollment and staff)
• When was the last time you updated or added a new class?

Okay, can you see how the game is played? If so, grab a tablet or make a spreadsheet for your program covering the last few years. Below is a small example:

Now, make your brain click into gear or start brain storming with your staff. I’m sure you will be able to add quite a few more topics. And don’t forget to document any training and/or certifications for yourself and your staff. Include the coach’s conferences you have attended. While your at it, where are your certifications? Hanging in the office? Stuffed in a gimme bag? Not really sure? Be sure to display them where they will be in plain view of your parents. The more documents on the wall the stronger you credibility.

Look at your enrollment
Let’s move on and look closely at your enrollment. Do you offer a referral bonus? If not, this is a good time to start doing so. Show the person that referred someone to your gym a discount on his or her next month’s gym fee. You can also offer something special to the parents if they pay the dues before the deadline. One option is to offer a special one-on-one 30-minute session for something that their child would benefit from. It could be a class to improve jumps, motions, tumbling skills, dance or maybe a flexibility class. You can also check with other businesses in the area and work out a barter system. You could get free certificates from them to give as a reward for that early payment. A gift certificate for a fifteen minute chair massage could possible turn into a new customer for them. A discount coupon at a local restaurant, full service car wash or nail salon can be obtained with a little negotiation. This type of “thank you” offers a limitless resource for you and them. Just give the parents something to show your appreciation for getting that working capital in before the deadline.

Try some "add-ons"
Do you have “open gym” time? Set aside a corner area and offer semi-private 30 to 45-minute class with no more than five students. Each week announce a different skill or class and of course don’t forget to charge. Consider the coach, the content and quality of the class before you put a dollar price on it. You could have several of these classes at a time in different areas of the gym. Or instead of having an “open gym” once a month offer a special Skills Clinic. Set it up to work in circuits, allowing a certain amount of time for each skill. Change sections by playing a certain song, cheer, cowbell…as long as it’s fun and catches their attention. Acknowledge each participant with a certificate or ribbon. Give special awards for most improved, hardest worker, best hairdo, etc. Parents and the students want to take home something for attending. Never let anyone leave empty handed. You can buy a bundle of plastic gold medals on red, white and blue ribbons from Oriental Trading for very little expense.

What are you offering?
Do you offer the same classes as the rest of the gyms in town? You shouldn’t! You want your gym to stand above the others. Offer birthday parties, sleepovers, stretching and flexibility class for adults, cheer aerobics, cardio cheer, baby and parent classes. Here are some creative themes you might consider: Survivor Night - skills contest; Idol Night - talent show; Beauty Contest - make it goofy not a real beauty contest. The list of special nights and classes can be endless. Don’t forget to charge a small fee and let your members bring a friend, for a little larger fee. That friend might have enough fun to go home and beg their parents to let them join.

Have a show!
Dance teams hold a Spring Show. Why can’t you? It’s show-off time. If you don’t have enough room at your facility, check with a local school about using their gym or auditorium. Invite the local dance/drill team, the band and the school cheerleaders to perform. The more different groups you have performing, the more people will attend and the less you have to put together. Advertise, open the doors and charge a small admission. They will come. Have pamphlets, fliers or a program in which you can sell ads to local merchants and don’t overlook the idea of “Good Luck” messages from whomever. And of course, you can have a whole page ad to promote your program.

Does your staff have it what it takes?
Now, if you are to offer all of these classes you have to have a quality staff to carry them through. Coaches don’t only need to know the skills they will be teaching; they need to know how to coach, how to motivate, stay upbeat and how to relate to the squad. The coach’s personality will play a big role in your retention. If the kids don’t like them, they will complain to their parents and as you know, parents want their children happy. See to it that your staff has some formal training. Everyone on your staff should have a safety certification, first aid training and CPR, even the person at the front desk. Like I said earlier, the more documentation you have hanging on the wall the stronger your credibility. You should be just as proud of those as you are of the trophies and banners displayed. Also, you should reward your staff for referrals, retention and motivation.

I coached for Bela Karolyi for several years. While in his gym I learned never to sit down. You were always to be on your feet. Even between class and rotating circuits, he taught me to be a role model for the kids. They are doing most of the work. They get tired, hot and discouraged. My job, besides coaching the skills was to keep encouraging, keep motivating, keep moving, smile and look the kids in the eye. I can actually say I have learned from the very best coach in the world and I enjoy sharing that coaching passion that was such a great gift to me.

First Impressions
Before I close I want you to walk outside your gym and look around. Is the parking area clean and safe? Does the entrance look inviting? First impressions are very important. You need to drive up to your gym and actually look it over as if it was the very first time you have seen it.

I want each of you to look at your program “through another’s eyes.” There are several different companies that offer to come out and assess your program. Drop me a line and I will be happy to help you in any way.


Linda Lundy has over 30 years experience in cheerleading. She’s certified to judge for Cheer LTD, American Cheer Power, United Cheer, UCA and a USASF Legality Judge. She is also a dance judge (Level IV) with the Dance and Drill Team Directors of America. She’s a USAG gymnastics judge and a Red Cross Instructor in CPR, first aid and sports safety. Linda is founder of “National Cheerleading Week” and “National Cheer Coach’s Day” and currently owns Cheer Integrity, which is known for judges training and placement. This article was originally published in Cheer Coach & Advisor Magazine

This article provided by Linda Lundy, Cheer Integrity