Cheerleading Company

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.

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

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

• Cheerleading uniforms
• Cheer apparel
• Dance uniforms
• Color guard apparel
• Spirit accessories

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. Customization Services: Additional charges for custom lettering, monogramming, rhinestones, and spangles applied to uniforms and apparel

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core 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.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• FierceFeatscoreChannel Partner/ Reseller/ DistributorCheerleading shoe brand sold through Cheerleading Company. Products include FierceFeats Flare 2.0 cheer shoes, FierceFeats Inferno, and FierceFeats Glitter Spirit Backpacks.
• NfinitycoreChannel Partner/ Reseller/ DistributorCheerleading shoe brand specializing in lightweight cheer shoes. Products include Nfinity Evolution and Nfinity Vengeance. Nfinity Color Sparkle Backpacks also sold.
• KaepacoreChannel Partner/ Reseller/ DistributorCheer shoe brand carried by Cheerleading Company. Products include Kaepa Stellarlyte and Kaepa Cheerful.
• ZephzminorChannel Partner/ Reseller/ DistributorCheerleading shoe brand available through sale section. Zephz cheerleading shoes offered at discounted prices.
• BlochminorChannel Partner/ Reseller/ DistributorDance shoe brand available through Cheerleading Company's dance shoe section.
• CapeziominorChannel Partner/ Reseller/ DistributorDance shoe brand available through the dance shoes category on the website.
• Body WrappersminorChannel Partner/ Reseller/ DistributorDance tights and accessories brand. Products include Total Stretch Convertible Tights sold on the website.
• Augusta SportswearcoreChannel Partner/ Reseller/ DistributorSportswear manufacturer supplying bags and warmups. Products include All Out Glitter Backpack (by Augusta Sportswear) and Attain Featherweight Pullovers.
• Lone Star Cheerleading AssociationminorStrategic or Co-development PartnerRegional cheerleading association partnership featured on the website with promotional banner.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad 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

• YouTubeyoutube.com/channel/UCFW-IlhAmlaL5bIO81OJIDg
• Facebookfacebook.com/TheCheerleadingCompany
• Instagraminstagram.com/cheerleadingcompany
• Pinterestpinterest.com/cheerco/activity
• Xx.com/Cheerco

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cheerleading Company