Chuck Darwin<p>Nationwide, just over a million children, mostly girls, participate in <a href="https://c.im/tags/cheer" class="mention hashtag" rel="nofollow noopener noreferrer" target="_blank">#<span>cheer</span></a> each year <br>(some estimates are even higher), <br>more than the number who play softball or lacrosse. </p><p>And almost every part of that world is dominated by a single company: <a href="https://c.im/tags/Varsity" class="mention hashtag" rel="nofollow noopener noreferrer" target="_blank">#<span>Varsity</span></a> <a href="https://c.im/tags/Spirit" class="mention hashtag" rel="nofollow noopener noreferrer" target="_blank">#<span>Spirit</span></a>. <br>It’s hard to cheer at the youth, high school or collegiate level without putting money in the company’s pocket. <br>Varsity operates summer camps where children learn to do stunts and perform; <br>it hosts events where they compete; <br>it sells pom-poms they shake and uniforms they wear on the sidelines of high school and college football games. </p><p>Each year, Varsity ships 4.6 million pieces of apparel, <br>from $80 leopard-print “Cheer Mom” fleeces to custom uniforms covered in Swarovski crystals.</p><p>Critics like Matt Stoller, an antitrust expert and the research director of the American Economic Liberties Project, <br>claim that the cheer giant is a <a href="https://c.im/tags/monopolist" class="mention hashtag" rel="nofollow noopener noreferrer" target="_blank">#<span>monopolist</span></a> whose dominance in its area rivals that of Google in tech <br>and has had negative impacts for participants and their families. </p><p>Varsity, based in Memphis, generates hundreds of millions of dollars in annual revenue, <br>with gross profit margins at times topping 40 percent, <br>making the company a cash cow for a series of private-equity owners. </p><p>Parents have reported spending upward of $10,000 a year per child in competitive cheer, <br>with Varsity controlling, by some estimates, more than 80 percent of that market.</p><p><a href="https://c.im/tags/Jeff" class="mention hashtag" rel="nofollow noopener noreferrer" target="_blank">#<span>Jeff</span></a> <a href="https://c.im/tags/Webb" class="mention hashtag" rel="nofollow noopener noreferrer" target="_blank">#<span>Webb</span></a>, the man who founded Varsity, has been called “John D. Rockefeller with glitter” <br>and the “Dark Sith Lord” of cheer <br>by some of his detractors. </p><p>Webb, now in his 70s, pioneered the gravity-defying acrobatics of modern cheer. </p><p>He paired his innovations with a desire for control over every facet of the sport, which he pursued over the course of more than four decades</p><p><a href="https://www.nytimes.com/2024/10/22/magazine/cheerleading-jeff-webb.html?smid=nytcore-ios-share&referringSource=articleShare" rel="nofollow noopener noreferrer" translate="no" target="_blank"><span class="invisible">https://www.</span><span class="ellipsis">nytimes.com/2024/10/22/magazin</span><span class="invisible">e/cheerleading-jeff-webb.html?smid=nytcore-ios-share&referringSource=articleShare</span></a></p>