The cheer industry has become a money machine. The majority of the funding within the industry falls on and is the responsibility of the parent and family. From the over-the-top uniforms with mesh cut-outs, Swarovski crystals, and multiple bows to the outrageous cost of attending a competition. The entry fees, spectator fees, travel fees, housing fees, work out at the venue costs all add up to an alarming cost to the family. WE LOVE CHEER, but it is costing our families too much. The incentive to continue to buy the expensive uniform, enter multiple competitions to try for the “bid” may benefit the owners who often get a kick-back; it certainly doesn’t make our families better off. Let’s tone down the uniforms, scale back on the bid chasing and get back to what we love, pure competition.