The Sunday Read: ‘How Cheerleading Became So Acrobatic, Dangerous and Popular’
Nov 17, 2024
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David Gauvey Herbert, a New York Times Magazine contributor, dives into the complex world of competitive cheerleading. He discusses the staggering number of participants and the overwhelming control of Varsity Spirit over the industry. Herbert highlights the physical and emotional toll on young athletes, alongside the rising costs for families. With personal stories of resilience and safety concerns, he advocates for urgent regulatory changes. The conversation reveals a hidden world rife with challenges, from hazardous practices to the need for better support for cheerleaders.
Cheerleading has transformed from a sideline activity into a highly competitive and commercialized sport dominated by Varsity Spirit.
The monopolistic practices of Varsity Spirit mirror those of tech giants, raising concerns over its influence on cheerleading culture and competition.
Alarming injury rates in competitive cheerleading, particularly concussions, highlight significant safety issues that have been largely ignored by governing bodies.
Deep dives
The Commercialization of Cheerleading
Cheerleading has evolved from a traditional sideline activity to a competitive and commercialized sport, with significant cultural impact in the U.S. Events are held year-round, culminating in high-stakes championships at venues like Disney World, which are broadcast on ESPN. The competitive scene boasts intense athleticism, echoed by dramatic media portrayals in works like 'Bring It On' and 'Cheer.' This transformation has created a lucrative market, supported predominantly by one major player, Varsity Spirit, which holds a commanding market share and significantly influences cheerleading culture.
Varsity Spirit's Dominance and Controversies
Varsity Spirit's dominance over cheerleading has sparked comparisons to monopolistic practices seen in tech giants like Google and Microsoft. With annual revenues reaching hundreds of millions, Varsity has expanded aggressively, even acquiring rival organizations to eliminate competition. Critics have raised concerns about the company’s practices, which allegedly include inflating prices and stifling rivals through various pressure tactics. Allegations of failing to address serious safety concerns, particularly in the wake of numerous injuries and abuse scandals, add to the scrutiny facing this cheerleading empire.
The Risk Factors in Competitive Cheerleading
Competitive cheerleading has garnered attention for its alarming rates of catastrophic injuries, surpassing those of female athletes in other sports combined. Participants face severe risks, especially flyers who are thrown into the air, which can lead to devastating injuries like concussions and fractures. Despite improvements in safety regulations, the rates of concussion-related injuries continue to rise, with cheerleading often ranked just behind football in terms of concussion incidents. These safety issues have been largely overlooked by Varsity and other governing bodies, raising questions about athlete protection.
Parental and Financial Burdens
The financial burden on families involved in competitive cheerleading is significant, with parents reportedly spending upwards of $10,000 per child each year. This has led to extreme measures, including families discussing selling blood plasma to fund their children's cheer expenses. The aggressive commercialization of cheerleading has resulted in loyalty programs and rebates that keep gym owners reliant on Varsity’s profits, creating a cycle of dependency. Many parents find themselves caught between their children's passions and their financial limitations, fueling frustrations about the industry's profit motives.
Scandals and Calls for Reform
Recent scandals in cheerleading have highlighted systemic issues, particularly regarding sexual abuse and misconduct within the sport. Investigative reports revealed numerous cases of abuse that were inadequately addressed by focused governing bodies like the USASF, often prioritizing Varsity’s profit over athlete safety. Surging public awareness of these abuses has prompted calls for reform across the industry, with many families now seeking to expose the negligence that allowed such environments to persist. As the situation unfolds, more victims are coming forward, seeking justice and advocating for change, indicating a significant cultural shift within cheerleading.
Nationwide, just over a million children, mostly girls, participate in cheer each year (some estimates are even higher), more than the number who play softball or lacrosse. And almost every part of that world is dominated by a single company: Varsity Spirit.
It’s hard to cheer at the youth, high school or collegiate level without putting money in the company’s pocket. Varsity operates summer camps where children learn to do stunts and perform; it hosts events where they compete; it sells pompoms they shake and uniforms they wear on the sidelines of high school and college football games.
Varsity’s market power has made the cheer world a paranoid place. In the reporting for this article, dozens of people spoke about the company in conspiratorial tones better suited to a spy thriller.
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