Dakota Spirit

Name

Dakota Spirit

Legal name

Dakota Spirit

Website

https://dakotaspirit.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Youth Cheerleading Training Services

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro industry

PRIMARYMPAKAJAA

Youth Multi-Sport Camps (General Athletics, Summer Camps)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Camps, Academies & Training Centers

SECONDARYEDAMALAO

Life Skills & SEL Camps (Confidence, Executive Function, Social Skills)

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Summer & Holiday Enrichment Camps (Multi-Activity, Academic)

Keywords

• Youth cheerleading programs
• Tumbling instruction
• All-star cheerleading
• Cheerleading training
• Cheerleading facility rentals

Headquarters

HQ city

Sioux Falls

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Program Tuition & Registration Fees: Primary revenue stream from recurring monthly tuition charged for team and class participation. Tuition varies by program tier (Performance, Prep, All-Star Prep, All-Star Elite) and is auto-billed through GoMotion on the 10th and 20th of each month. Registration fees are charged annually at enrollment.
2. Optional Training Add-Ons: Revenue from add-on services including private lessons ($45-$80/session), tumbling tutors ($20-$25/session), stunt group lessons ($20/person), and open gym ($10/session). These are ancillary to the core tuition stream and booked on an ad-hoc basis.
3. Facility Rentals: Hourly gym rental revenue for external teams, school groups, and community organizations seeking training space. Rates are $200/hr for standard rentals and $250/hr for high school/collegiate teams, with visiting organizations required to provide their own certificate of liability.
4. Competition & Event Revenue: Revenue generated from hosting the Valentine's Classic cheer and dance competition, including spectator admission fees ($15-$25/day), suite rentals, vendor pop-up fees, spiritwear sales, and Love Notes orders. The event also generates booster club funding through admission fees.
5. Uniform & Merchandise Sales: Revenue from required uniforms, practice gear, competition bows, shoes (Nfinity brand), and spiritwear sold through the Dakota Spirit Square storefront. Uniform fees range from $50 (Cheer Abilities) to $600 (All-Star Elite).

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

Dakota Spirit operates a youth cheerleading training gym in Sioux Falls, South Dakota, delivering tiered in-person cheerleading and tumbling programs for athletes ages 3–18, ranging from recreational half-season teams through nationally competitive All-Star Elite squads. Programs are delivered at the company's 11,500-square-foot facility by USASF-certified coaches and complemented by private lessons, weekly tumbling classes, summer camps, workshops, and hosted regional competitions such as the Valentine's Classic. Revenue is generated primarily through recurring monthly tuition, annual registration fees, uniform/merchandise sales, facility rentals, and ancillary training services.

Product overview

Dakota Spirit is a youth cheerleading organization offering a comprehensive multi-tiered program portfolio. The core offerings include six distinct team programs spanning commitment levels: Half-Season Performance Teams (condensed January-April season), Performance Teams (non-competitive), Prep Teams (local competitions), All-Star Prep Teams (regional competitions), All-Star Elite Teams (national-level competitive), and the Cheer Abilities/Sparklers inclusive program. Supporting the team structure are training services including weekly Tumbling Classes (Pre-K through Tuck Express), Private Lessons with certified coaches or tumbling tutors, periodic Workshops, Guest Clinicians sessions featuring world-class instructors, Summer Camps, Open Gym sessions, and Friday Night Lights. The organization also operates the Valentine's Classic as a signature regional competition event and offers Gym Rentals as a facility service. The programs are managed through GoMotion for registration/billing, BAND for team communication, and USASF for membership requirements.

Differentiator

Problem solved

Functional benefit

Products and services

• Half-Season Performance Teams Condensed January–April cheerleading season for athletes ages 4–12 with once-weekly Saturday practices, including fundamental skills, teamwork development, and 3 performances such as Valentine's Classic and Spiritfest. Designed as a low-commitment entry point to cheerleading for busy families.
• Performance Teams Non-competitive school-year cheerleading teams (Embers, Dazzle, Firecrackers) for athletes ages 3–9 with once-weekly practice, 5–6 performances per season, and a $175 uniform. Offers a low-pressure introduction to cheer and serves as the primary feeder into Prep and All-Star pathways.
• Prep Teams Entry-level competitive cheerleading teams (Sparks, Heat, Fury, Fusion) for ages 5–15 with once-weekly practice and 4 local competitions per season, designed for skill development and as a bridge to All-Star pathways. Monthly tuition ranges $95–$110 with uniform at $300.
• All-Star Prep Teams Bridge cheer program between recreational and All-Star Elite teams offering twice-weekly practices, limited regional travel, and 6 competitions per season plus optional US Finals. Teams include Xplosion, Flash, Intensity, and Hot Shots for ages 6–15. Full tuition $1,540–$1,980/year.
• All-Star Elite Teams Nationally competitive All-Star cheerleading program for Levels 1–5 (ages ~7–18) featuring year-round training, multiple weekly practices, national/regional competition travel including Summit and US Finals, advanced choreography, and a Christ-centered culture. Total annual investment $3,400–$3,700 plus travel fees.
• Cheer Abilities (Sparklers) Inclusive half-season cheerleading program for athletes with disabilities (and all abilities), featuring modified stunts, simplified tumbling, and flexible routine structures. Runs Fridays 5:00–6:15 pm, January through April, with 3 performances and a $50 uniform.
• Weekly Tumbling Classes Weekly tumbling instruction across skill levels — Pre-K Tumbling, Beginner Tumbling, Stunt & Flex, Back Handspring Express, Back Walkover Express, and Tuck Express — for athletes ages 3+. Pricing per class ranges from $40 to $60, delivered in 4-week sessions.
• Private Lessons One-on-one and small-group coaching with USASF-certified coaches or tumbling tutors, offering personalized skill development, flexible scheduling, and accelerated progress. Certified Coach sessions run 30 or 60 minutes ($45–$80); Tumbling Tutor sessions 30 minutes ($20–$25); Stunt Group Lessons (60 min) at $20/person.
• Guest Clinicians Program Periodic elite training experiences featuring world-renowned coaches and clinicians, bringing advanced techniques, choreography, and proven methods to Dakota Spirit athletes for accelerated skill development.
• Workshops Specialty training sessions in small-group format focusing on specific skills or progressions such as aerials, standing tumbling, and advanced pass connections, offered periodically throughout the year.
• Summer Camps Seasonal cheerleading and tumbling camps in June and July for athletes ages 4–12, focused on stunting, tumbling, and performance while reinforcing teamwork and the "We Over Me" culture.
• Open Gym & Friday Night Lights Wednesday evening Open Gym ($10/session, 7:30–8:30 pm) and Friday Night Lights (Members $12 / Non-Members $15, 7–9 pm) high-energy supervised practice sessions allowing athletes to work independently on tumbling, stunts, jumps, flexibility, or conditioning.
• Valentine's Classic Competition Premier two-day regional cheerleading and dance competition held at the Sanford Pentagon (Sioux Falls), featuring solo, duet, ensemble, and team events with stunting/tumbling clinics, vendor pop-ups, college recruiting opportunities, and spectator admission ($15–$25/day). Generates spectator admission, suite rental, vendor pop-up, and spiritwear revenue.
• Gym Facility Rentals Hourly rental of the 11,500-square-foot facility for external cheerleading teams, school groups, athletic organizations, fitness instructors, and community programs. Standard rate $200/hr; high school/collegiate teams $250/hr. Includes two spring floors, tumble track, rod floor, trampolines, and safety-approved equipment; renters must provide certificate of liability.
• Uniforms & Spiritwear Required program uniforms, practice gear, competition bows, Nfinity-brand cheer shoes, and spiritwear merchandise sold through the Dakota Spirit Square online storefront. Uniform fees range from $50 (Cheer Abilities) to $600 (All-Star Elite).

Quantifiable outcome

• 5 NCA National Championships and 3 Summit Championships, with hundreds of national titles total
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Varsity BrandscoreStrategic or Co-development PartnerVarsity Brands is a leading organization in the cheerleading industry that sets standards for integrity, safety, and performance. Dakota Spirit is affiliated with Varsity Brands through its participation in USASF-governed competitions including NCA and Summit. This partnership provides access to the most prestigious competition circuits and validates the program's competitive legitimacy.
• USASF (United States All Star Federation)coreStrategic or Co-development PartnerUSASF sets safety standards, rules, and age grids for All-Star cheerleading. All Dakota Spirit coaches are USASF-certified, and all All-Star athletes must maintain USASF membership ($49/year). The USASF affiliation ensures compliance with national safety standards and enables participation in USASF-sanctioned competitions including Summit.
• Siouxland Oral & Maxillofacial Surgery (Development Sponsor)minorGTM or Marketing PartnerDevelopment-level sponsor of the Dakota Spirit Cheer Parents (DSCP) booster club, providing financial support for scholarships, tuition assistance, and program development. Listed as a Development Sponsor on the DSCP sponsors page.
• 10th Street Dental (Elite Sponsor)minorGTM or Marketing PartnerElite-level sponsor of the DSCP booster club, providing financial support and community exposure through association with a premier youth cheerleading program. Listed as an Elite Sponsor on the DSCP sponsors page.
• Empower U (Elite Sponsor)minorGTM or Marketing PartnerElite sponsor providing performance physical therapy services to Dakota Spirit athletes. Empower U describes itself as a team of licensed performance physical therapists. Listed as an Elite Sponsor on the DSCP sponsors page.
• Neighborhood Dental (Dakota Sponsor)minorGTM or Marketing PartnerDakota-level sponsor of the DSCP booster club. Located in Sioux Falls (W. 26th St. location). Listed as a Dakota Sponsor on the DSCP sponsors page.
• The Sampson House (Dakota Sponsor)minorGTM or Marketing PartnerCreative marketing agency serving as a Dakota-level sponsor. The Sampson House designed and manages Dakota Spirit's website (per footer attribution). Listed as a Dakota Sponsor on the DSCP sponsors page.
• Parkway Orthodontics (Dakota Sponsor)minorGTM or Marketing PartnerDakota-level sponsor of the DSCP booster club, providing orthodontic care services in Sioux Falls. Listed as a Dakota Sponsor on the DSCP sponsors page.
• Children's Dental Center (Dakota Sponsor)minorGTM or Marketing PartnerDakota-level sponsor of the DSCP booster club, providing pediatric dental care in Sioux Falls. Listed as a Dakota Sponsor on the DSCP sponsors page.
• PBP Farms (Dakota Sponsor)minorGTM or Marketing PartnerDakota-level sponsor of the DSCP booster club. A premier farming operation in the SESD (Southeast South Dakota) region invested in community and athletic opportunities.
• Inszone Insurance Services (Dakota Sponsor)minorGTM or Marketing PartnerDakota-level sponsor of the DSCP booster club. Independent insurance agency serving families, contractors, and businesses across Minnehaha and Lincoln County region.
• Dakota Spirit Cheer Parents (DSCP) Booster ClubcoreStrategic or Co-development PartnerDSCP is the official 501(c)(3) nonprofit booster club of Dakota Spirit, supporting more than 400 athletes across 18+ teams through scholarships, tuition assistance, program development, and community service. The booster club organizes fundraising events (Showdown, Valentine's Classic admission fees), sponsorships, and volunteer activities. DSCP's mission is to empower athletes to grow in confidence, teamwork, and character.
• Sanford PentagoncoreStrategic or Co-development PartnerThe Sanford Pentagon in Sioux Falls is the venue for Dakota Spirit's Valentine's Classic and Showdown competitions. The relationship enables large-scale regional competitions with professional sports facility infrastructure.
• South Dakota State University (SDSU) Athletics (College Recruiting)minorGTM or Marketing PartnerSDSU Athletics participates in the Valentine's Classic as a college team exhibition and recruiting opportunity, allowing high school and youth athletes to connect with collegiate cheer programs.
• South Dakota Coyotes Athletics (College Recruiting)minorGTM or Marketing PartnerUniversity of South Dakota Coyotes Athletics participates in the Valentine's Classic as a college team exhibition and recruiting opportunity.
• Augustana University Vikings (College Recruiting)minorGTM or Marketing PartnerAugustana University Vikings athletics participates in the Valentine's Classic as a college team exhibition and recruiting opportunity.
• Orthopedic InstituteminorStrategic or Co-development PartnerOrthopedic Institute provides a free athletic trainer (Rochelle Lauret) at Dakota Spirit twice weekly and by appointment for injured athletes. This partnership supports athlete health and safety without additional cost to families.
• GoMotion AppcoreTechnology or IntegrationGoMotion is the primary registration and billing platform for Dakota Spirit. All team registrations, class sign-ups, payments, and billing are processed through the GoMotion app and website. Families are required to maintain a GoMotion account throughout their participation.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Cheer Athletics: One of the largest All-Star cheerleading gym brands in the U.S. with multiple locations, competing in the same national competition circuits (NCA, Summit) as Dakota Spirit and serving athletes across the same age and commitment tiers.
• The Stingray All Stars: Multi-location All-Star cheerleading program offering recreational through elite teams with similar safety certifications and competition participation as Dakota Spirit.
• Cheer Sport: Multi-location cheerleading brand operating teams from recreational through elite levels, with similar competition participation at NCA, Summit, and other USASF events.
• GymTyme: Established All-Star cheerleading gym with a multi-level program ladder and elite national teams, directly comparable to Dakota Spirit's All-Star Elite and Prep offerings.
• World Cup All Stars: Major All-Star cheerleading program offering recreational through elite levels with a comparable USASF-certified coaching staff and competition footprint.
• Cheer Extreme: Multi-location All-Star cheerleading gym with a large elite program and a similar multi-tiered structure (recreational through elite), competing in the same USASF-sanctioned events as Dakota Spirit.
• Rockstar Cheer: Multi-location All-Star cheerleading gym with a tiered program structure (recreational through elite) and active participation in national competition circuits comparable to Dakota Spirit.
• Spirit of Texas: Large multi-sport and cheerleading organization offering competitive cheer with a multi-tier structure, comparable to Dakota Spirit's program ladder and competitive positioning.
• Top Gun All Stars: Long-established All-Star cheerleading gym with elite-level teams competing in USASF-sanctioned events, sharing Dakota Spirit's championship pedigree and tiered program model.

Broad incumbents

• Varsity Brands: Industry incumbent that operates the NCA and Summit competitions Dakota Spirit competes in, plus broader cheerleading products and camps; an enabling/ecosystem participant rather than a direct gym operator.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/DSCheerleading
• Facebookfacebook.com/DSCheerleading
• LinkedInlinkedin.com/company/dakota-spirit

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Dakota Spirit