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Jeff, IMO, anytime you get the opportunity to shoot cheer, take it! Especially if you have any portrait/senior clients. But, you've gotta bring your "A" game, make it fun and don't be afraid to step out of the box a little.
Cheerleaders are typically more popular at school, the trend setters, not to mention it costs a bit of $$ to be a cheerleader. That all adds up to buy rate and free advertising if you do it right. Make sure you watermark your images with your studio name and phone number. When the girls post their images on social media, you get free advertising. Have a game plan, have fun, make sure the cheer squad has fun and lastly, have solid images!