Deep South Spirit is putting families first the season by updating its entry policy for the 2025 season. Spectators ages 10 and under will receive free admission at all events. The move follows a 26-year run of expansion for the independently owned producer, founded in 1999, and comes as the brand adds new dates across the country.
Founder David Hanbery said the change aligns with the company’s long-time emphasis on family access and event experience.
“Deep South is all about family, fun, and unforgettable experiences. That’s why we’re opening our doors to the next generation — kids 10 and under get in free! We want every child to feel the energy, the excitement, and the magic of our events. When families can cheer together, our whole community grows stronger.”
The policy applies across the season’s schedule and is designed to reduce barriers for families with multiple children in attendance. The update also puts more young fans in the arena during stunts, pyramids, baskets, and full-outs—exposure that often drives future participation.
Deep South’s announcement lands in a year of recognition. At the 2025 Cheer Awards, the company was voted Best Independent Event Producer, its Glow Tour received Best New Event, and JR Ross earned Best Event Host/Emcee. The honors underscore the brand’s positioning with athletes and spectators, where Deep South continues to be a fan favorite and reports exponential growth across its footprint.
Vice President Kendall Hanbery noted that the admission shift supports partner gyms by broadening the audience at local and regional stops.
“Deep South is proud to support our gyms by opening the doors wider to their communities. By making admission free for kids 10 and under, we’re giving families a chance to experience the thrill of our events and the talent of local teams. When young kids see the energy, excitement, and fun, they’re inspired to join — and that helps gyms grow and thrive.”
Since launching in 1999, Deep South has steadily expanded from single-weekend events to over 30 competition dates on its calendar, adding production elements and new concepts such as the Glow Tour. The organization says it will continue to scale while maintaining a focus on spectator access, athlete experience, and streamlined event operations.
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