Adam Blumenfeld, CEO of Varsity Brands, shared insights on the company’s private equity ownership, business growth, and handling of controversies in an interview with Front Office Sports. Varsity Brands, owned by KKR, operates Varsity Spirit and BSN Sports, focusing on cheerleading competitions, camps, and athletic gear. KKR’s involvement has been both commercially effective and philanthropic, exemplified by a $250 million employee ownership program set up to financially benefit its 8,000 employees when the firm eventually exits its investment.

The company’s venture into professional cheerleading began with the launch of the Pro Cheer League in 2025, which concluded its successful first season in March 2026. The league aired on Ion TV and attracted over five million unique viewers, surpassing expectations significantly. Blumenfeld highlighted the league’s role in expanding the reach of cheerleading, enhancing athlete development through camps, and aiming to boost the sport’s profile ahead of its inclusion in the 2032 Brisbane Olympics.

Varsity Brands continues to pursue growth through acquisitions, including BSN’s purchase of Sports Endeavors and Lax.com in April 2026. These acquisitions provide expertise in soccer, lacrosse, and the club sports market, which differs from Varsity’s traditional high school and college focus. Blumenfeld emphasized that Varsity seeks profitable growth through both organic means and strategic partnerships that align with its company culture and values.

Addressing safety and legal issues, Blumenfeld noted that the lawsuits involving allegations of sexual abuse do not implicate Varsity employees directly, as the accused were not employed or gyms owned by Varsity. He stressed ongoing efforts to improve safety protocols, including collaborations with Praesidium, the use of undercover police at events, and broad education on abuse prevention. Despite public scrutiny, Varsity strives to create secure environments for athletes and has intensified its commitment to safeguarding participants in the cheerleading community.