Our Mission
​At Sparklz Cheer and Danz, we ignite confidence, discipline, leadership, and creativity in every athlete who steps into our program. Our mission is to build an environment bursting with positivity, encouragement, and opportunity — a place where athletes don’t just train, they transform.
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We empower our athletes to grow in skill, strength, and expression, but also in character, teamwork, and unshakable self-belief. With passion, dedication, and a whole lot of heart, we help each athlete discover their inner spark, celebrate their individuality, and push beyond what they ever thought possible.
Here at Sparklz, friendships become family, challenges become victories, and every child is given the chance to shine boldly, dream fearlessly, and rise into the best version of themselves — on the mat, on the stage, and in life.
Our Story
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Sparklz Cheer and Danz was born from a shared passion, a bold vision, and a deep love for uplifting young athletes. Long before the program had a name, Co‑Owners Ashley Crenshaw Hockaday and Tahlia Crenshaw were shaping the cheer and dance community across Richmond. Their leadership, creativity, and commitment to excellence quickly made them standout coaches and respected Cheer Directors within local recreation leagues.
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What began as years of hands‑on coaching and mentorship soon grew into something bigger — a dream to create a space where athletes could shine not only in skill, but in confidence, character, and community. With determination, planning, and heart, that dream became reality. Sparklz Cheer and Danz opened its doors, welcoming athletes into a program built on encouragement, discipline, and joy.
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Now celebrating Season 9, Sparklz has evolved into a vibrant, supportive family. It’s a place where athletes push past limits, discover their voice, and build friendships that last far beyond the mat. Parents find a trusted community. Athletes find a second home. And together, we celebrate every milestone — big and small.
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Sparklz Cheer and Danz continues to grow, innovate, and inspire, all while staying true to the mission that started it all: to help every athlete sparkle with confidence, strength, and pride.
