Cheerleading Company
Cheerleading Company is a family-owned Dallas-based e-commerce retailer selling customizable cheerleading uniforms, dancewear, color guard apparel, cheer shoes, and game-day spirit accessories primarily to U.S. school, all-star, and recreational cheer programs.
- Company typePrivate
- Founded2000
- HeadquartersDallas, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cheerleading Company does
Cheerleading Company is a privately held, family-owned direct-to-consumer e-commerce retailer headquartered at 11350 Hillguard Road in Dallas, Texas, that designs, manufactures, and distributes cheerleading uniforms, dancewear, color guard apparel, and related accessories. The company operates the cheerleading.com storefront as its primary sales channel and serves U.S. school, recreational, all-star, and collegiate cheer programs, plus dance teams, color guard units, and general school spirit buyers. Its product range spans customizable classic and competition uniforms, sublimated CC Fusion designs, tiered Bow-to-Toe® uniform packages (Bronze through Diamond), campwear and practice wear, warmups, cheer poms, hair bows, bags, megaphones, and a curated mix of branded shoes including proprietary FierceFeats plus Nfinity, Kaepa, Zephz, Bloch, and Capezio.
The company's proprietary technology stack centers on three assets: an interactive online Uniform Design Tool that lets customers configure and visualize custom uniforms, a 2026 Interactive Digital Catalog that renders uniforms in team colors, and True Hue Technology, a fabric treatment that resists dye migration during wash and wear. These tools sit alongside a central Dallas warehouse, 1-2 business day shipping on stock items, free shipping on orders over $150, and a field sales representative network organized by zip code that supports team orders, custom fittings, and personalized recommendations. Manufacturing is positioned as Made in the USA, with no overseas mass production.
Revenue mechanics combine one-time product sales across uniforms, apparel, and accessories with customization upcharges for lettering, monogramming, rhinestones, and spangles, plus bundled savings through the trademarked Bow-to-Toe® package tiers. The go-to-market blends the e-commerce storefront with inside phone sales, print and digital catalog distribution, and field sales for enterprise/team accounts, with social media (Facebook, Instagram, YouTube, Pinterest) and email marketing used to drive top- and mid-funnel demand. No parent company, subsidiaries, or institutional capital structure is disclosed; the company has been operating in its current family-owned form for an extended period and serves customers across the continental United States with stated shipping exclusions for Alaska, Hawaii, and U.S. Territories.
Cheerleading Company firmographics
Firmographics- Name
- Cheerleading Company
- Legal name
- Cheerleading Company, Inc.
- Website
- https://cheerleading.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cheerleading Company is a family-owned Dallas-based e-commerce retailer selling customizable cheerleading uniforms, dancewear, color guard apparel, cheer shoes, and game-day spirit accessories primarily to U.S. school, all-star, and recreational cheer programs.
- Ownership category
- akta.pro rank
Cheerleading Company industry classification
Industry- Product category
- Cheerleading Uniforms & Apparel
- NAICS
- Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (4581), Shoe Retailers (45821)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Shoe Stores (5661), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Team & School Athletic Uniforms Retail (CRAMACAJ)
- akta.pro secondary industries
- Athletic Footwear & Sport Apparel Retail (CRAMABAC), Team Sports & On-Field Performance Apparel (CRAAAEAE), Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE)
Keywords
Where Cheerleading Company is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cheerleading Company business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Uniform and Apparel Sales: One-time product sales of cheerleading uniforms, dancewear, accessories, and related merchandise. Products include custom uniforms, in-stock uniforms, uniform packages, campwear, poms, shoes, bows, bags, and megaphones.
- Customization Services: Additional charges for custom lettering, monogramming, rhinestones, and spangles applied to uniforms and apparel
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual products with unit pricing ranging from budget-friendly to premium |
| Unit Pricing | Pay-as-you-go | Bow-to-Toe Uniform Packages offering bundled savings |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Cheerleading Company product offering
Product offeringCore offering
Cheerleading Company designs, manufactures (in the USA), and retails customizable cheerleading uniforms and related apparel and accessories directly to consumers and teams via its e-commerce website and field sales reps. Its core catalog spans cheer uniforms (Classic, Competition, CC Fusion Sublimated), the tiered Bow-to-Toe® uniform package system, cheer shoes (proprietary FierceFeats and resold Nfinity, Kaepa, Zephz), poms, bows, bags, megaphones, dancewear, color guard uniforms, and campwear/practice apparel, with custom lettering, monogramming, rhinestone, and spangle personalization services.
Product overview
Cheerleading Company is a family-owned e-commerce retailer specializing in cheerleading, dance, and color guard apparel and accessories. The core offering consists of customizable cheerleading uniforms available as in-stock items or made-to-order packages with personalization (top/skirt lengths, name tags). The product portfolio includes: (1) Uniforms (Classic Cheer, Competition, Sublimated CC Fusion, Collegiate, Men's); (2) Bow-to-Toe Packages (Bronze through Diamond tiers) providing complete squad outfitting; (3) Cheerleading accessories including proprietary FierceFeats shoes and third-party brands (Nfinity, Kaepa, Zephz), poms (metallic, plastic, rooter, custom), hair bows, bags, megaphones; (4) Dancewear and Color Guard products; (5) Campwear and practice wear (t-shirts, shorts, warmups); (6) Customization services including lettering, monogramming, and an interactive uniform design tool. The company differentiates through Made in USA manufacturing, truly custom manufacturing (not mass-produced overseas), and personalized fit options including individual name tags in garment labels.
Differentiator
Problem solved
Functional benefit
Brands
- CC Fusion Sublimation: Sublimated uniform product line featuring custom designs.
- Bow-to-Toe Packages
Products and services
- Classic Cheer Uniforms Traditional cheerleading uniforms available as in-stock items or custom-made packages, with personalized top and skirt lengths at no extra charge for school and recreational squads.
- Competition Uniforms High-performance cheerleading uniforms engineered for competitive events, featuring advanced materials and customization options for competitive squads.
- CC Fusion Sublimated Uniforms Custom sublimated uniforms with vibrant, full-coverage prints produced through dye-sublimation, enabling fully custom team designs with no color limitations.
- Bow-to-Toe® Uniform Packages Tiered complete-squad outfitting packages (Bronze through Diamond) bundling uniforms with accessories at progressively richer price points, sold under the registered Bow-to-Toe® trademark.
- Cheer Poms Handheld cheerleading pom-pons in metallic, plastic, rooter, fluorescent, and custom configurations, plus dance streamers, for cheer performances and game day.
- Cheerleading Shoes (FierceFeats, Nfinity, Kaepa, Zephz) Cheerleading footwear from the company's own FierceFeats brand and partner brands Nfinity, Kaepa, and Zephz, marketed as performance and lightweight cheer shoes.
- Dance Shoes (Bloch, Capezio) Dance footwear including jazz boots, ballet shoes, and dance sneakers from the Bloch and Capezio brands for dancers and dance teams.
- Cheer Bows & Hair Accessories Grosgrain, glitter, and specialty fabric hair bows in multiple sizes and styles, including custom bow options, for cheerleaders and dancers.
- Cheer Bags & Backpacks Cheer-themed duffle bags, backpacks, and totes including FierceFeats, Nfinity, and Augusta Sportswear branded models for athletes and squads.
- Megaphones Large and mini megaphones for crowd cheering at games and events, available in standard and custom configurations with decals and accessories.
- Campwear & Practice Wear T-shirts, tanks, shorts, skorts, bodysuits, half tops, bras, briefs, socks, and campwear packages for cheer camp and practice sessions.
- Warmups Warm-up jackets, pants, and pullover garments (including Augusta Sportswear's Attain Featherweight Pullovers) for pre-performance wear, available individually or as complete warmup packages.
- Dancewear Dance uniforms, practice wear, dance poms, and dance shoes for school dance teams and dance studios, coordinated with team colors and competition needs.
- Color Guard Uniforms & Accessories Guard uniforms, performance tops, dresses, basics, warmups, poms, and streamers for marching band and winter guard color guard programs.
- Game Day Spirit Items Spirit signs, megaphones, face decorations, mascot costumes, sports support products, and rooter poms for game day and school spirit events.
- Lettering & Monogramming Services Custom personalization services including lettering, monogramming, tackle twill, screen printing, rhinestones, and spangle design applied to uniforms and apparel.
Companies that use Cheerleading Company
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Cheerleading Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Cheerleading Company partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- FierceFeatscoreCheerleading shoe brand sold through Cheerleading Company. Products include FierceFeats Flare 2.0 cheer shoes, FierceFeats Inferno, and FierceFeats Glitter Spirit Backpacks.
- NfinitycoreCheerleading shoe brand specializing in lightweight cheer shoes. Products include Nfinity Evolution and Nfinity Vengeance. Nfinity Color Sparkle Backpacks also sold.
- KaepacoreCheer shoe brand carried by Cheerleading Company. Products include Kaepa Stellarlyte and Kaepa Cheerful.
- ZephzminorCheerleading shoe brand available through sale section. Zephz cheerleading shoes offered at discounted prices.
- BlochminorDance shoe brand available through Cheerleading Company's dance shoe section.
- CapeziominorDance shoe brand available through the dance shoes category on the website.
- Body WrappersminorDance tights and accessories brand. Products include Total Stretch Convertible Tights sold on the website.
- Augusta SportswearcoreSportswear manufacturer supplying bags and warmups. Products include All Out Glitter Backpack (by Augusta Sportswear) and Attain Featherweight Pullovers.
- Lone Star Cheerleading AssociationminorRegional cheerleading association partnership featured on the website with promotional banner.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Cheerleading Company competitors and assessment
Company assessmentBroad incumbents
- Varsity Spirit: Varsity Spirit is the largest US-based cheerleading uniform and apparel company, also running competitions and camps. Directly comparable to Cheerleading Company across uniforms, shoes, and spirit items, but at a much larger scale and with integrated events.
- Capezio: Capezio is a long-established dance apparel, shoe, and accessories brand. Comparable to Cheerleading Company through the dance shoe and dancewear lines it carries, and overlaps on the dance team and color guard customer segment.
- Bloch: Bloch is a global dancewear and dance shoe brand carried by Cheerleading Company in its dance shoes category. Comparable as a dance apparel and footwear brand serving overlapping school and studio dance team customers.
Direct peers
- Chassé Cheer & Dancewear: Chassé is a leading cheer and dance uniform manufacturer and retailer offering customizable competitive and classic cheer uniforms, shoes, and accessories. Closely comparable to Cheerleading Company in product mix, customization model, and target customer of school and all-star cheer teams.
- Omni Cheer & Dancewear: Omni is a major cheerleading and dancewear e-commerce retailer selling uniforms, shoes, poms, and accessories. Very similar DTC e-commerce-led business model to Cheerleading Company with overlapping brand partnerships and customer base.
- Charm Bowtique: Charm Bowtique is a cheerleading accessories specialist known for custom bows, rhinestones, and uniform accessories. Comparable as a fellow cheer-focused retailer with strong customization services and accessories-driven assortment.
- GK Elite Sportswear: GK Elite is a major gymnastics and cheerleading apparel manufacturer known for competition leotards and cheer uniforms. Comparable to Cheerleading Company in cheer and competition apparel, with a stronger focus on competitive team outfitting.
Emerging players
- Nfinity: Nfinity is a cheerleading shoe brand sold through Cheerleading Company and other retailers, with growing direct-to-consumer presence. Comparable as a cheer-specific footwear and accessory brand overlapping in target customer, though Nfinity is primarily a brand/manufacturer while Cheerleading Company is a multi-brand retailer.
- Sideline Swap: Sideline Swap is an online marketplace for new and used cheer, dance, and gymnastics apparel and gear. Comparable as an alternative DTC channel for cheer apparel, though structured as a peer-to-peer marketplace rather than a single-brand retailer.
Others
- Augusta Sportswear: Augusta Sportswear is a manufacturer and supplier of team athletic apparel, bags, and warmups sold to Cheerleading Company and other team dealers. Comparable as a wholesale supplier into the team uniform and spirit wear channel, overlapping in warmup and bag categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Cheerleading Company social profiles
Digital presenceCheerleading Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cheerleading Company leadership team
Management profileNumber of profiles
Cheerleading Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cheerleading Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cheerleading Company
What does Cheerleading Company do?
Cheerleading Company designs, manufactures (in the USA), and retails customizable cheerleading uniforms and related apparel and accessories directly to consumers and teams via its e-commerce website and field sales reps. Its core catalog spans cheer uniforms (Classic, Competition, CC Fusion Sublimated), the tiered Bow-to-Toe® uniform package system, cheer shoes (proprietary FierceFeats and resold Nfinity, Kaepa, Zephz), poms, bows, bags, megaphones, dancewear, color guard uniforms, and campwear/practice apparel, with custom lettering, monogramming, rhinestone, and spangle personalization services.
Is Cheerleading Company a public or private company?
Cheerleading Company is a private company. It is classified as family owned and is currently operating.
When was Cheerleading Company founded?
Cheerleading Company was founded in 2000. It employs 11 to 50 people.
Where is Cheerleading Company based?
Cheerleading Company is headquartered in Dallas, United States, in the North America region.
How does Cheerleading Company make money?
Two revenue lines are on record. Uniform and Apparel Sales are the primary driver. The others are customization Services.
Who are Cheerleading Company's main competitors?
Broad incumbents on record are Varsity Spirit, Capezio and Bloch. Direct peers are Chassé Cheer & Dancewear, Omni Cheer & Dancewear, Charm Bowtique and GK Elite Sportswear. Emerging players are Nfinity and Sideline Swap. Augusta Sportswear is listed as an others.
Does Cheerleading Company have an API?
No public API is recorded for Cheerleading Company.
What industry is Cheerleading Company in?
Cheerleading Company's product category is Cheerleading Uniforms & Apparel. Its primary akta.pro industry code is CRAMACAJ, Team & School Athletic Uniforms Retail, with a secondary code of CRAMABAC, Athletic Footwear & Sport Apparel Retail. Its NAICS code is 45911 and its SIC code is 3949.