You’re Building Your Pricing Wrong

Most cheer gym owners don’t have a pricing problem. They have a pricing system problem. In this technical episode of the Cheer Biz Podcast, Dan Cotton walks through how to set all star cheer tuition the right way so every team you run is financially viable and profitable. He breaks down the biggest mistakes gym owners make during tryout season, including mixing tuition with pass-through fees, setting enrollment minimums too low, and “fudging the numbers” because the true tuition number feels uncomfortable. You’ll learn how to separate tuition (what stays in the business) from assessments and fees (uniforms, choreography, music, competition fees), why you must build profit margin into every price, and how to use a per-team model so your tuition holds up even when rosters shift. Dan also shares what to do if your current rates are too low to jump all at once, plus strategies to adjust without sabotaging retention. If you want pricing that covers payroll, operating expenses, owner compensation, and profit—without guessing—this episode will show you the framework.