Cheer has always been powered by rhythm, emotion, and momentum—but it has also lived within the limitations of whatever music an athlete or program could access. For years, teams have navigated high costs, licensing uncertainty, platform takedowns, and restrictions on how music can be used, shared, or repurposed season after season.
Today marks a shift in what’s possible.
Cheer Daily is proud to partner with HitZero™, a platform more than ten years in the making and built around a simple but powerful idea: athletes should have access to original music that reflects how they want to feel—not just what’s available to them. Rather than entering the cheer and dance space as a competitor, HitZero is expanding the landscape entirely, offering a new category of creative support
And based on early reactions from the community, this is a moment many have been waiting for.
“Music has always been shaped by feeling. Now, for the first time, feeling can shape music—instantly and perfectly.”
—Michael MacDonald | Co-Founder, HitZero
A Decade of Development Inspired by a Cheer Family
Before HitZero took shape, co-founders Michael and Francesca MacDonald had been building a platform rooted in wellness, intention, and performance alignment. But when their son entered the cheer world, they saw firsthand how deeply athletes rely on sound—not just for routines, but for confidence, focus, and emotional grounding.
This wasn’t about replacing anything in the industry. It was about expanding what athletes could access.
HitZERO is working to allow athletes an opportunity to create original, intention-driven tracks they can incorporate into their training, routines, and everyday lives. It is meant to empower athletes and teams with music of their own, something they can feel connected to, supported by, and proud of. Then, with the included broad commercial-use rights, athletes can confidently use, share, and monetize their creations in the ways that matter most to them.
Meet IAH — Intelligence Aligned with Heart
At the center of HitZero is a proprietary engine powered by Sonic Intelligence™, expressed through IAH, short for Intelligence Aligned with Heart.
IAH allows athletes to shape music based on their intention:
- How do you want to feel?
- What kind of energy do you need?
- What mood or mindset are you preparing for?
From prompts like confidence, clarity, recovery, unlocked, or hype, IAH generates original sound experiences aligned with that emotional direction. These tracks are known as Sonic Supplements™, an audio experience crafted to support mental readiness, focus, recovery, and emotional balance.
Guided by ethical guardrails, IAH redirects unproductive or negative intentions toward grounding, empowerment, and clarity.
This is mindset work expressed through sound.
Not something athletes simply listen to, but something they feel.
Launching Within Cheer & Dance With the Community’s Support
HitZero chose the cheer and dance space as its launch home because it’s a community that understands the power of music more intimately than most. That decision has been met with overwhelming enthusiasm: several affiliates—including event producers, choreographers, coaches, and media partners—have already joined the movement.
Leading the brand’s media and creative rollout is Logan Sherrill, whose background in athletics and cheer has made him a trusted voice in shaping how HitZero enters the space.
“It’s an absolute game changer for our industry. If you have a pulse, then use this platform!”
—Logan Sherrill | Athletic Director, HitZero
In an industry that thrives on storytelling, energy, and self-expression, HitZero offers something rare: a supportive space for athletes to create original sound rooted in their own intention. It’s not a replacement for the music producers who shape the competitive world—it’s an entirely new resource designed to complement athlete wellness, creativity, and identity.
HitZero strengthens the emotional side of performance.
It bridges mindset with movement.
It gives athletes ownership of their sound and the confidence that comes with it.
And that’s a powerful thing.
Start Creating With HitZero™
As part of our exclusive launch partnership, Cheer Daily readers can explore HitZero through our affiliate link:
Your support helps Cheer Daily continue our work in independent cheer journalism, athlete storytelling, and community coverage. Every subscription through our link directly supports our mission.
Begin shaping your sound.
Begin shaping your intention.
Fuel Your Frequency™ with HitZero
For more information, contact Logan Sherrill at Logan@hitzero.com
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