Nothing beats the energy from a cheer competition. The production, the uniforms, the families cheering like crazy, and if you’ve attended one, you understand what this means. Behind the excitement, an equally passionate team works on every detail, ensuring fair competition and a fabulous time. And once the routines are done and athletes are recognized, it’s time to pack it up and do it all over again the next weekend.
That’s what’s in the foreground and background of Maximum Cheer’s events. While there’s a great deal of excitement and a larger portion of work going on behind the scenes, there’s an even greater force driving it, one that is central to starting and maintaining highly sought-after events.
A clear mission.
The Maximum Cheer Story
Maximum Cheer is an event production company that focuses on cheerleading events. Since 2017, the company, led by founder Ryan Batchelor, has grown from producing two events per year to organizing over 50 events and renting equipment to event producers around the country.
For background, Batchelor was a cheerleader in college and understood the challenges and nuances of the sport. While he never expected to work in cheerleading after college, an opportunity arose that led to the birth of the company.
“I had an opportunity when a friend was closing down her cheer event company, and she suggested that I should start one to fill the hole that would be created,” said Batchelor.
According to Batchelor, Maximum Cheer, as so many companies do, started small. They mostly produced events at schools and were a low-cost alternative to larger competitors. As their reputation grew and they better understood the needs of the customers, their products evolved and they built more innovative events.
Maximum Cheer is at the forefront of companies in the growing cheerleading event space, and their philosophy serves as a blueprint for developing winning events. Here are some of steps from their story that any aspiring event producer can use to achieve their definition of success.
1) Know Your Why
While the gap could have been filled by another event organizer, Batchelor’s mission-led approach is making a difference: “Maximum was founded with a purpose over profits mentality. This means providing our customers with a fun environment that creates memories for the athletes. We would, of course, choose to make a profit, but we agreed to not cut out what makes Maximum special to make more profit.”
This mentality drives the decisions made and processes established by Batchelor and the Maximum Cheer team over the years. Whether it’s developing innovative events like MaXout, not forgetting about the coaches in the customer service experience, or providing training opportunities for athletes, a mission to serve customers has been at the center of their strategy.
2) Dare to Differentiate
According to the Sports & Fitness Industry Association, 3.8 million people participated in cheerleading in 2023, up from 3.51 million the previous year. As the sport continues to gain popularity in the post-pandemic world, it would be easy to focus on the parts of the sport that drive revenue, such as merchandise sales or getting the maximum amount of team registrations. While selling apparel is important and attracting teams is essential, there are other components of the success mix that Maximum Cheer infuses into their efforts that help them grow and build a reputation within a crowded industry.
As the company grew, it made the conscious decision to host events at a variety of midsized venues. “We use theatres, train stations, sports centers, equestrian facilities, and community centers as much as we can over convention centers. It helps contribute to the experience we’re providing to the customers,” said Batchelor.
The experience they’re building is one centered on connection, where each team each team feels comfortable and included, which supports their ability to perform well.
Then there’s the MaXout event. MaXout is a masquerade-style cheer competition where teams dress in all black, with no uniforms allowed, and perform their routines.
“The masquerade concept that falls under our MaXout brand stemmed from wanting an event where unconscious bias could not affect an outcome. Not all cheer and dance programs can afford blinged-out uniforms or custom cheer music mixes created by elite music makers and may not have hundreds of spectators to cheer them on. We wanted to see what could happen if you had teams compete without knowing who they were,” said Batchelor.
Batchelor noted that this style of event has helped to take the pressure off young athletes and created a more relaxed environment. Initially, parents weren’t allowed to be a part of these events, but that has since been modified. However, they are not allowed to be in the judge’s view.
3) Build Core Events with Key Benefits
While Maximum Cheer has innovative standout events like MaXout, they also have more traditional competitions that are growing in popularity. Their “Madness” events last one day and allow teams to work with professional choreographers. After their initial performance, teams are assigned a choreographer who works with them for an hour and provides tips for improving their routine.
Teams then return for a second performance before an audience and judges. “Many of these choreographers would not have had the opportunity to work with our customers because they are booked pretty far in advance. It’s such a cool energy during the choreography sessions,” said Batchelor. “They get a custom session made just for them and for what they want to accomplish in that hour.”
They also have larger, traditional, two-day competitions, which lead up to a national event series and culminate in their annual Beach Bash Nationals at the Myrtle Beach Sports Center. “For this event, we bring in an outdoor carnival for the athletes. We also provide a fully stocked coaches’ room with catered food, massages, beverages and more.”
4) Find the Right Venue Partners
Obviously, a critical piece of launching and maintaining a successful event series is finding the right host locations. Maximum Cheer has hosted events in a variety of venues in its seven-year history, with an overarching philosophy that has dictated each choice.
“We try to find new locations willing to work together for the long term,” said Batchelor. “Our first-year events are generally smaller in scope until we establish a relationship with the host community. Then, these events start to grow. Those venues that are willing to take the chance on us, as we do with them, and connect us with ways to help offset some of the initial costs are ideal for us.”
5) Build the Pipeline for Future Customers
This summer, Maximum Cheer will be adding summer camps to their roster of events. The camps are commuter, non-resident style events where coaches from around the country will provide instruction for individuals and teams. The camps not only advance the sport but are an introduction to the company, which can lead to attendance at future events.
And as Batchelor noted, “It’s going to be so much fun and continues to expand on our purpose of serving our communities and helping to make memories affordably.”
Crafting Memorable Events with a Purpose
Starting an event isn’t just about logistics; it’s about purpose. Maximum Cheer has redefined what it means to host a cheerleading event by staying true to its mission: creating unforgettable experiences for athletes and their communities. From innovative formats like MaXout to personalized choreographer sessions at Madness events, they prove that successful events begin with a clear vision, bold differentiation and thoughtful partnerships.
By putting people first and prioritizing the connection over the spectacle, Maximum Cheer has built a playbook for event organizers everywhere: start with a mission, and the momentum will follow. SDM