Why Parents Don’t “Trust the Process”

In this episode of the Cheer Biz Podcast, Dan Cotton sits down with Chris Rack, owner of Cheer Athletics Chicago, a former corporate executive who left a high-level leadership career to build a cheer gym—and challenge the status quo. Chris shares what happens when you bring sales and marketing systems, speed-to-lead, and world-class customer service into an industry that often struggles with communication. You’ll hear how Chris built processes to respond to leads quickly, why “trust the process” frustrates parents when the process isn’t explained, and how his gym earned a wave of five-star Google reviews in its first months by obsessing over the customer experience. He also breaks down how to create buy-in with athletes and staff, why fear-based coaching is fading, and what modern athletes need from gym owners now. If you’re a cheer gym owner, director, or coach looking to improve communication, retention, culture, and growth, this episode is packed with practical ideas you can implement immediately.