What should cheer gyms be posting on social media in 2026? In this episode of the Cheer Biz Podcast, Dan Cotton sits down with Sara Walsh to talk about cheer gym marketing, social media strategy, content creation, branding, and how gym owners can use modern marketing to grow their programs online. Sara shares her perspective as a longtime cheer industry professional, marketing expert, former coach, cheer mom, and the current marketing and social media manager for CheerSport Sharks. They break down what gym owners should look for when handing social media off to a staff member, how to build systems that make content creation easier, and why posting constant promotional graphics is not enough anymore. Sara explains the difference between content that builds connection, content that builds trust, and content that drives conversions, along with why cheer gyms need all three if they want to grow. Dan and Sara also talk about the biggest social media mistakes cheer gyms are making, how to create more authentic content, why organic posts outperform overly polished content, and how AI can help with marketing without replacing a real human voice. They also discuss SEO for cheer gyms, keywords in captions, Facebook and Instagram strategy, and what gym owners need to know about social media trends in 2026. If you are a cheer gym owner, all star cheer coach, gym director, or marketing staff member trying to get more leads, increase enrollment, improve your brand, and create better social media content for your cheer gym, this episode is packed with practical advice you can use right away.

What makes a coach toxic, and why do toxic coaches exist in all star cheer? In this episode of the Cheer Biz Podcast, Dan Cotton breaks down one of the most important leadership conversations in the cheerleading industry: toxic coaching. He explains what toxic coach behavior actually looks like, how it differs from strong or demanding coaching, and why some coaches in youth sports and all star cheer environments end up leading from ego, pressure, fear, and poor training instead of healthy leadership. Dan dives into the real causes behind toxic coaching in cheer gyms, including lack of staff training, weak coaching standards, poor accountability, social media influence, pressure to win, fear of failure, parent expectations, and gym owner pressure. He also talks about how coach burnout, competition stress, and unrealistic performance demands can create unhealthy coaching behaviors that hurt athletes, damage team culture, and take the joy out of the sport. This episode is for cheer gym owners, all star cheer coaches, program directors, and youth sports leaders who want to build better coaching systems, stronger staff culture, healthier athlete relationships, and a more positive gym environment without lowering expectations or sacrificing competitive success. If you care about coach development, leadership in cheer, athlete experience, gym culture, and long-term success in the cheer industry, this is an episode you need to hear.

What should you actually pay your coaches, and how do you know if that number makes sense for your gym? In this episode of the Cheer Biz Podcast, Dan Cotton breaks down coach pay in the cheer industry and explains how gym owners should think about compensation, payroll, profitability, retention, and employee value. He talks through why there is no one-size-fits-all answer, how minimum wage and cost of living affect pay rates, and why gym owners have to look beyond emotion when deciding what a coach is truly worth to the business. Dan also explains how to measure employee value through time saved and dollars made, why great coaching does not automatically equal great employment, and how staffing costs impact the health of your gym. He covers W2 vs 1099 classification, compensation for competition days, private lessons, benefits like health insurance and retirement, annual reviews, and what it really looks like to take care of good coaches without putting your business upside down. If you are a cheer gym owner, all star cheer coach, or business leader trying to build a stronger staff and a more profitable gym, this episode offers practical insight on coach pay, employee retention, payroll strategy, and sustainable staffing in the cheerleading industry.