This years event gave away $25,000 across 46 scholarships to programs within the Showcase – the largest yet. As well as several coloring scholarships. The event included a large donation for Feed Our Veterans and honored almost 30 Seniors from the various programs.
“It is great to all be in one place loving cheer and working toward the same goals.” – Rob Ulrich, Stingray Allstars
Mark your calendars: the NYS All-Star Alliance Showcase returns on November 15, 2025, bringing together athletes, rec teams, college recruiters, and the cheer community for a statewide celebration of skill, connection, and purpose.
Guided by its mission to “educate, promote, preserve and protect the highest standards of business ethics and practices that will be a model to our athletes—setting the highest degree of integrity for the All-Star Cheer Industry in New York State,” NYSAA continues to set the bar for what collaboration in cheerleading can look like.
The NYSAA was founded in 2014 by a collaborative of respected gym owners and leaders including Kathy Penree, Rob Ulrich, Michele Ziegler, and Sheryl Kantner. What began as a vision for unity and elevated standards has evolved into a thriving alliance. The mission continues to grow as more programs and individuals join in, shaping a culture of support, integrity, and shared success.
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Held alongside the NYS Recreation Cheerleading Competition in the morning, the afternoon Showcase features kickoff performances from all-star programs across New York. But this event is far from traditional, there is no competition, no scores, no traditional awards. Instead, the showcase is focused on community impact, shared goals, and a deep commitment to camaraderie.
“We don’t want to add pressure—we want to build relationships between gyms and athletes across New York state that last all season,” said organizer Michele Ziegler. “The showcase is where our season starts, not where it ends. It has always been viewed as an opportunity for everyone to grow.”
A Legacy of Giving Back
Since its founding in 2014 by Kathy Penree, the NYSAA has awarded over $100,000 in scholarships to athletes from youth to senior. This includes $25 mini-scholarships for tiny and mini athletes who participate in the Coloring Contest and create handwritten thank-you cards for Veterans.
In Penree’s memory, all program event staff wear a unique purple event tee. A visual reminder of the Alliance’s mission to uplift the entire New York cheer community, not individual brands.
“It’s about building something bigger than our own gyms,” added Rob Ulrich of Stingray Allstars. “We’re competitors, but here we’re collaborators.”
“It’s not just about the kids performing,” said Rebekah Stiller. “It’s about building connections between gyms, learning from each other, and supporting the sport as a whole.”
Food, Veterans, and Service at the Center
The Showcase also supports the Food for Vets drive, which has broken donation records year after year—collecting 1,004 pounds in 2023, 1,364 in 2024, and aiming to surpass 1,500 pounds this season.
Veterans are recognized throughout the day, and senior athletes from every program are honored with a public send-off and commemorative t-shirt. Coaches are invited to say a few words—one of the most cherished traditions at the event.
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Scholarships, Judging & Integrity
The Showcase isn’t about placements nor is it a traditional showcase. NYSAA hires qualified judges to give technical feedback, helping coaches refine routines before official competition begins.
“The feedback is huge,” said Rebekah Stiller of Wild All Stars. “We take it back to the gym and use it to get better before we ever step on the comp floor.”
To be eligible for scholarships, gyms must attend at least three of five monthly planning calls and contribute 10 volunteer hours at the event. Athletes also benefit from direct access to college recruiters from schools like Gannon University, Elmira College, Syracuse University, and OCC thanks to NYSAA’s annual recruitment initiative.
Participation remains highly affordable—just $20 per athlete, a number that hasn’t changed in years. By contrast, most one-day events cost at least $60 per athlete, with many breaking $100.
Growth for Coaches, Too
The alliance is working to be a resource beyond the showcase. The team includes Professional Development Sessions with industry leaders, offered free to all participating programs. This season includes a three-part series from Jeff Benson (MindBodyCheer), open to all NY coaches, even those not attending the Showcase. Sessions focus on building a champion minded culture, inspirational leadership, and a special session for your program’s parents.
“NYSAA is leading the way in elevating cheer culture—bridging the gap between competition and character. To collaborate with gym owners, coaches, and parents who are deeply invested in the growth of this generation is an honor” said Jeff Benson. “Together, we’re building programs where athletes feel safe, supported, and challenged to rise to their potential through the great sport of cheerleading.”
“This is what cheer is supposed to feel like.”
With scholarship support, access to colleges, community service, and a deeply rooted sense of connection, the NYSAA Showcase continues to model what makes cheerleading truly powerful.
“The New York State All-Star Alliance is honestly one of the best things I’ve ever been a part of,” said Stiller. “Cheer doesn’t always have to be about competing against each other—sometimes it’s about lifting each other up.”
Follow Cheer Daily for real-time coverage and post-event highlights all season long.
With more than 15 years in the All Star cheer industry, Chelsie Hollencamp brings a rare, 360-degree perspective to the stories shaping the sport of cheerleading today. A former athlete, coach, choreographer, judge, and event producer, she has experienced nearly every side of the mat — from the pressure of elite performance to the behind-the-scenes realities of program operations and event production.
Chelsie writes with both heart and an unflinching eye to the evolving world of All Star cheer — tackling topics that range from athlete mental health to the business dynamics shaping the sport today. Her reporting bridges experience and inquiry, shining light on the challenges, culture shifts, and stories of resilience that define the cheer community.
A longtime advocate for athlete well-being and industry accountability, Chelsie has also served on boards and advisory panels focused on advancing safety, scoring integrity, and program sustainability. Her work reflects a deep respect for the athletes, coaches, and businesses driving the sport forward with a commitment to telling their stories with honesty, empathy, and insight.
Follow Chelsie’s reporting on athlete culture and leadership in cheerleading on Cheer Daily.
