Today we’d like to introduce you to Jamia Coxson.
Jamia, we appreciate you taking the time to share your story with us today. Where does your story begin?
Coach Jam
Founder & Head Coach, CheerUP Cheer Company LLC
Coach Jam is the founder of CheerUP Cheer Company LLC, established in 2023 with a vision to create more than just a cheer program, but a positive, empowering space where young athletes can grow in confidence, character, leadership, and self belief.
A lifelong cheerleader at heart, Coach Jam began her cheerleading journey at just **five years old**. After taking a break from the sport, she returned to cheer during high school, where her passion quickly evolved into a love for leadership. She served as **captain of both her JV and Varsity cheer teams from 9th through 11th grade**, developing the leadership skills and team first mindset that continue to shape her coaching philosophy today.
Coach Jam graduated from the University of Baltimore with a Bachelor’s degree in Business, bringing her educational background in business together with her passion for athletics, youth development, and leadership to build CheerUP into the company it is today.
Beyond the physical aspects of cheerleading, Coach Jam is deeply passionate about mental wellness and the impact it has on young athletes. She believes cheerleading can be a powerful outlet for building confidence, resilience, discipline, and a healthy sense of self. Through CheerUP, she strives to create an environment where athletes feel supported, encouraged, and empowered both on and off the mat.
For Coach Jam, cheerleading has never been just a sport. It is a lifestyle, one that teaches lessons about perseverance, teamwork, leadership, confidence, and believing in yourself.
Her mission through CheerUP is simple: to help every athlete discover their voice, recognize their potential, and leave the program stronger than when they entered.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Has it been a smooth road? Absolutely not. Cheer has its ups and downs, and honestly, we are still at the beginning. I feel like we have barely scratched the surface of what CheerUP can become.
There have been plenty of moments that tested us along the way. We have built a solid team and then experienced the heartbreak of losing that entire team and having to start over. I have spent countless late nights organizing seasons, planning events, working on fundraisers, designing uniforms, and making sure every detail comes together. We have also experienced the challenge of losing staff and having to figure out how to keep moving forward.
None of it has been easy, but every challenge has taught us something. Every setback has pushed us to become better, stronger, and more intentional about the future of CheerUP. When you truly love what you are building, you find a way to keep going.
And it has all paid off. In 2025, CheerUP competed at Cheer & Dance Extreme and took **1st place in our division**. That moment meant so much because we knew exactly how much work, sacrifice, and determination went into getting there. It was a reminder that all those late nights, difficult moments, and times when we had to start over were worth it.
We are excited to go back and do it again, but this time, we want more. We know there is still so much work to do, so much room to grow, and so much more for CheerUP to accomplish. We are eager, we are hungry, and we are just getting started.
Thanks – so what else should our readers know about CheerUP Cheer Company LLC ?
CheerUP Cheer Company LLC is a youth cheer organization founded in 2023 with a mission to create a space where young athletes can learn, grow, and truly feel like they belong. We provide cheerleading opportunities for children ages 5 to 14, and one of the things that makes CheerUP special is that you do not have to come to us with experience to become part of the team. We typically do not require tryouts, because we believe every child deserves the opportunity to discover what they are capable of.
While we are passionate about developing strong cheerleaders, CheerUP is about so much more than learning routines, stunts, jumps, and tumbling. We are a mental health driven organization, and that is one of the biggest things that sets us apart. We understand that our athletes are growing both physically and emotionally, and we want to be intentional about creating an environment where they feel supported, encouraged, confident, and valued.
We believe cheerleading can have a powerful impact on a child’s confidence and overall well being. Through teamwork, discipline, leadership, encouragement, and positive reinforcement, we want our athletes to develop skills that extend far beyond the cheer mat. Our goal is for them to carry the confidence they build through CheerUP into school, friendships, their families, and eventually into adulthood.
What we are most proud of brand wise is the culture we are building. CheerUP is a place where an athlete does not have to be the most experienced, the most flexible, or the most naturally talented person in the room to feel like they belong. We want our athletes to know that they have a place here, that their growth matters, and that they are capable of more than they may realize.
We are also incredibly proud of what we have accomplished in such a short time. Since our founding in 2023, we have continued to grow, overcome challenges, build our teams, and create opportunities for young athletes. Winning 1st place in our division at Cheer & Dance Extreme in 2025 was an incredible milestone, but we see it as only the beginning.
At the heart of CheerUP is a simple belief: cheerleading is not just a sport, it is a lifestyle. We want our athletes to leave CheerUP not only as better cheerleaders, but as more confident, resilient, compassionate, and empowered young people. That is the brand we are building, and that is what we hope every family experiences when they become part of CheerUP.
Can you talk to us a bit about the role of luck?
I don’t believe in luck. I put my faith in Jesus Christ, and I truly believe He has carried me through every step of this journey. When things were difficult, He gave me hope and the strength to keep going. When I questioned whether I could continue, He reminded me why I started.
Everything that CheerUP has accomplished has come through faith, hard work, perseverance, and the people God has placed around us. I am incredibly grateful that He has provided me with a solid team of coaches and a village that believes in what we are building and continues to support us along the way.
There have certainly been moments that could have been viewed as bad luck, but I choose to see them as opportunities to grow, learn, and trust God even more. The setbacks have shaped us just as much as the victories have.
Our accomplishments could never be credited to luck. From building our teams to overcoming challenges, to winning 1st place in our division at Cheer & Dance Extreme in 2025, I know there has been something much greater carrying us through.
I give God all the glory for where CheerUP is today, and I trust Him with where we are going next. We have so much more to accomplish, and I truly believe this is only the beginning.
Contact Info:
- Instagram: https://www.instagram.com/cheerup_cheercompanyllc/
- Youtube: https://www.youtube.com/@CheerUPCheerCompany
- Other: https://www.tiktok.com/@cheerupcheercompany
