Competitive cheerleading business moves to Aurora

The newest tenant at White Oak Business Park in Aurora may be the loudest.

Illinois Cheer Company, a competitive cheerleading training facility formerly based in Naperville, moved into a warehouse building at 2680 Diehl Road in early December.

The move means a 4,000-square-foot tumbling area, five trampolines, five springboard floors, an Olympic-quality tumbling floor, 24 staff members and 300 cheerleaders are making the business park their new home.

Owner Jason Shapiro said a move became necessary when he needed to rent a vacant suite next to the Naperville location to gain enough practice space.

“We were bursting at the seams,” he said. “The larger size will make us run more efficient practices.”

At 35,000 square feet, the cavernous warehouse allows for a new fitness area and larger spaces for a visitors' viewing room and the facility's on-site athletic trainer.

“The goal, obviously even though we're expanding, is to offer better amenities to our current families,” Shapiro said.

Shapiro also is transforming one of the springboard floors to match the atmosphere of a cheerleading competition. Low lights. Loud music. A large, decorated banner as a backdrop.

“We're pretty much going to bring the performance venue to our gym,” Shapiro said.

Illinois Cheer Company had to receive Aurora City Council approval for a special permit to use the industrial building as a recreational facility. Council members approved the special use permit in November.

Sherman Jenkins, executive director of Aurora's economic development division, said the move will work out well for the cheer company and the building owner.

“They need to expand and they're coming to Illinois' second-largest city,” Jenkins said. “They'll be close to a new interchange with a lot of amenities people can take advantage of.”

Alderman Lynda Elmore said parents who drop their children off for cheerleading practice may give the city business by getting coffee or shopping at the nearby Chicago Premium Outlets mall. And White Oak Business Park's location near I-88, as well as Diehl and Eola roads, will make traveling to the facility convenient.

“The people that they serve are from a large geographic area, so having an interstate connection will be a plus for them,” Elmore said.

Shapiro said some athletes travel from as far away as Michigan, Indiana and St. Louis to practice with Illinois Cheer Company's 14 teams. The company's youngest competitive team is for 3-year-olds, and its oldest team is for adults 18 and older. Fees range from $75 to $135 a month.

While the presence of Illinois Cheer Company will not bring the city revenue directly, the business will pay rent to the owner of the building, helping the owner pay property taxes to the city, Jenkins said.

“I think you could look at it the same way you look at any place that provides lessons for youth,” Elmore said. “I think it's getting people into the area, and that's always a good thing.”

Illinois Cheer Company hosts an open gym from 3 to 5 p.m. Saturdays, and Shapiro said the public is welcome to come experience the new facility.

“I think this is definitely going to be a great new home base,” Shapiro said.