WINDSOR, N.S. — The Integrity Cheer Empire (ICE) is growing.
Valley Cheer Athletics (VCA), based in Kentville, is merging with Windsor’s ICE in order to serve the entire Annapolis Valley according to Chris Cunningham, All-Star Director of ICE.
“ICE was initially one of two programs servicing the Annapolis Valley, we showed up at the same parades, events, and kept crossing paths,” Cunningham said. “We’re doing great things, they’re doing great things, but we’re cross-marketing and marketing against each other.”
Cunningham said after attending an event in January, and chatting with the VCA club owner, they began discussions about amalgamating the two programs as a way to serve the entire region.
Cunningham said the merger wasn’t indicative of a shrinking pool of athletes, rather the sport is growing leaps and bounds and tumbles.
“Our program was growing (VCA) was growing, so why not grow together?” he said.
Both locations will remain open under the ICE banner.
Valley Cheer Athletics retired their name during their most recent awards banquet.
“Because the Valley is somewhat small, a lot of the athletes at both programs know each other, have cheered together, maybe go to school together,” he said. “So everyone is very excited to come together as one.”
Cunningham said both groups will now be able to offer their specializations to the entire slate of athletes.
“We’ll be able to cross-program and offer something for someone at every age and at every level,” he said. “We’ll be even more competitive in the province and abroad.”
Cunningham said they’ve been using the hashtag #Stronger2gether – as it emphasizes the advantages of bringing two successful programs together.
The Valley Cheer Athletics program, now ICE, is located on Main Street in Kentville, with ICE Windsor being located at the business park on Sanford Drive.
Valley Cheer Athletics Senior Team were crowned national champions in their division at the Canadian Nationals in Niagara Falls in April 2019. The ICE Senior Team won a U.S. All-Star Championship title in Anaheim, California in March.
“In the next season we’re hoping to take even more teams on the road,” Cunningham said. “This merger will get our program on the map even more so.”
How to join
Integrity Cheer Empire (ICE) is hosting team placements on June 1 and 2 at their Kentville and Windsor locations. For more information email [email protected] or click here
