Nicole Lauchaire: From Cheering for the Game to Changing it

“Go for it. Say yes. You never know where that first job, that new project, or that ‘yes’ might lead.”

Meet Nicole Lauchaire, the Chief Marketing Officer of Varsity Spirit, a global leader in cheer, dance, performing arts, and yearbook. Varsity Spirit promotes school spirit, athletic achievement, and student success, with a mission to elevate the student experience and create memorable moments for young people. A cheerleader for others with an inspiring story of her own, Nicole shared the details of her remarkable career and the adventurous spirit that earned her a rare C-suite title, one that only 8% of women in sports hold.

Nicole's upbringing and early years in Hollywood, Florida, greatly influenced her life. She attended Chaminade-Madonna College Preparatory, where she was a cheerleader in high school. This experience equipped her with invaluable leadership and teamwork skills from a young age. Additionally, she participated in a UCA summer camp, where she received an application to try out for the staff. At that moment, she had no idea that this opportunity would significantly shape her future and take her far beyond the sidelines. Alongside cheerleading, Nicole was also performing in a traveling circus-style stage show and was even offered a summer job performing with Cirque in Atlantic City. She found herself at a crossroads then, having to choose between two very different paths. She ultimately chose UCA—not just because it sounded exciting, but because it allowed her to be around peers who were in college, and it felt to her like the kind of job she could potentially turn into a career. “That choice taught me a lot about following instincts and being open to opportunities that feel like a good fit, even if they don’t have a clear roadmap at the time.”

However, one of the biggest influences in her life would come shortly after these early years when she met her mentor and dear friend, Kris Shepherd, in her early twenties. Kris offered her the opportunity to work on a few projects, which opened the door to even more opportunities. Eventually, she began working under Kris in Marketing, a pivotal moment in her career. From 2006 to 2016, she had the privilege of working closely alongside Kris—literally in the office next to hers. During this time, Kris became like a "work mom" to her and someone she deeply admired. Nicole describes her as one of the original forces behind much of what shaped the cheer and dance community. Kris contributed to college camps, competitions, special events, marketing, communications, and more. She played a key role in launching initiatives such as the first Work Week, the first routine to music, the first national championship for cheerleaders, UDA, the London Parade, and even the invention of the Liberty. This period with Kris taught Nicole the importance of being innovative, resourceful, and persistent. “She could always find a way forward and made things happen when others couldn’t. The team I lead today reflects her influence—everything they do so well is rooted in the foundation she laid.”

One of the biggest turning points crucial to her success came when she was twenty-two. At that age, she stepped out of her comfort zone, accepted a job, and packed up her Honda Civic with everything she owned to move to Memphis, a city she had never visited. She didn’t have a safety net; there was no family there, no boyfriend, and no backup plan waiting for her. The job paid less than what she was making at the time, but something about the opportunity felt right to her. That move catapulted her career in ways she never imagined. At the time, she didn’t overthink it; she just took the plunge. Looking back now, she says that decision was an incredible leap of faith, one that shaped the course of everything that followed. She took a chance on a company, and in turn, they took a chance on her. Years later, she’s still here, in a role she never could’ve imagined back then, with a career she’s incredibly proud of.

Kris Shepard and Nicole Lauchaire

This year actually marks Nicole’s twenty-fourth year full-time with Varsity Spirit—twenty-nine years if you include her time as a summer camp instructor. Recently, she’s stepped into a new role as Chief Marketing Officer and Head of Retail/D2C at Varsity Spirit, joining the ranks of women who now hold 53% of CMO positions. This milestone is not just professional; it is also personal. “I wore a Varsity Spirit Fashion uniform as a high school cheerleader. I attended UCA camp, later taught camps for years, and coached the cheer team at Chaminade-Madonna College Preparatory—bringing them all the way to the National High School Cheerleading Championship. So to now be part of the leadership team at a company that has shaped so much of my life... It's surreal. Fifteen-year-old me, practicing back handsprings in the backyard, would’ve never imagined this.” Her career path has always been rooted in passion—for cheer, for community, for creative storytelling, and for the development of programs and experiences that bring people together. She's had the privilege of working with inspiring mentors, collaborating on incredible events, and leading teams that genuinely care about the work they do. Each chapter of her journey has built upon the last, starting from the creation of their first social media accounts to taking on strategic communications roles, ultimately leading her to where she is today. Her advice to any young professionals with big dreams, especially current or former cheerleaders, is clear: “Go for it. Say yes. You never know where that first job, that new project, or that 'yes' might lead.”

But this is not her only advice for women aspiring to follow a similar path. She also suggests simply trying to be a little better every day. “That’s really it. Some days you won’t be, and that’s okay. You get another crack at it tomorrow.” She emphasized that progress doesn’t need to be loud or flashy; it’s about showing up, doing the work, and learning from the moments that don’t go as planned. Over time, those small steps forward begin to add up. Embrace the unexpected, take the leap even if you’re not entirely ready, and recognize that growth often stems from the uncomfortable in-between moments. “And don’t underestimate the power of persistence. You don’t have to have it all figured out—you just have to keep going.” When it comes to balancing her personal life with her professional ambitions, she believes that balance doesn’t mean slowing down; instead, it means challenging herself personally just as much as she challenges herself professionally. “I’ve always felt the need to keep moving forward, and over the years, that’s translated into a lot of adventures outside of work.”

And her adventurous spirit does indeed go well beyond the office. She’s taken solo trips, learned to ski as an adult, and pushed herself to hike despite being afraid of heights. She’s run close to twenty half marathons, given a TED Talk, bought a house on her own, and even canoed across the Mississippi River—twice! On a whim, she also booked a last-minute trip to the Paris Olympics. Oh, and did we mention she most recently completed a 100-mile hike along the Tour du Mont Blanc? Adventure is her middle name! She credits all of these experiences with helping reset her perspective, build confidence, and remind her that she’s capable of tackling hard things, even when they seem daunting. “The strategy, if there is one, is simple: keep doing things that scare me a little. It keeps me grounded, constantly learning, and better equipped to lead because growth doesn’t always happen in the office. It happens when you’re uncomfortable, curious, and willing to take a leap.” 

Nicole considers one of her most significant accomplishments to be her induction into her high school’s Athletic Hall of Fame. She was nominated by a former teammate and became the first cheerleader to ever receive the honor. “It meant a lot, not just because of the recognition itself, but because it came from someone who shared that experience with me and understood what it meant to be part of that team.” During the 2021 Homecoming game, a group of her former teammates reunited for the ceremony to celebrate her, making the occasion even more special. She says this experience reminded her that impact isn’t solely about titles or promotions; it’s often about how you show up, the relationships you build, and the way people remember you years later.  That recognition brought everything full circle for her—from being a high school cheerleader at Chaminade-Madonna to now being in a role where she helps shape the future of cheer. However, this trajectory isn’t limited to Nicole or Varsity Spirit; in fact, an astonishing 94% of women in C-Suite positions played competitive sports!

One of the most significant challenges she faced on this journey was navigating the impact of COVID. With live events making up around 60% of Varsity Spirit’s business, the disruption was profound. They had to pivot quickly to virtual formats, rethink how they connected with teams and customers, and find new ways to deliver value when everything familiar—such as in-person energy, travel, and live production—was stripped away. This major shift became a powerful lesson in adaptability, creative problem-solving, and leading through uncertainty. Another challenge arose from having spent much of her career with one company. While this provided her with deep experience and strong relationships, it also meant she needed to be proactive about expanding her perspective. “I wanted to continue learning and growing beyond my day-to-day environment.” In 2023, she took the initiative to complete the Kellogg Executive Education Chief Marketing Officer Program, which allowed her to broaden her skill set, connect with other marketing leaders, and challenge herself in new ways. “Both experiences reminded me that growth often comes from discomfort and that staying curious and open to change is key, no matter where you are in your career.”

How does she stay motivated and continue to grow? “I’ve always believed that growth doesn’t just happen—you have to seek it out.” She’s constantly looking for opportunities to learn, whether that’s through leadership workshops, networking events, or mentoring young professionals. She notes that staying connected to people at different stages of their careers helps keep her perspective fresh and reminds her of the continuous learning opportunities available. About eight years ago, Nicole attended New Memphis’ Leadership Development Intensive (LDI), which proved to be yet another turning point for her. The experience pushed her to think differently about leadership, and she has remained involved with the organization ever since. She considers it a fantastic way to stay engaged in both personal and professional development while being part of a community that values purpose-driven leadership. “That mix of continuous learning and meaningful connection is what keeps me motivated. There’s always more to do, more to understand, and more ways to make an impact—and that’s what keeps me moving forward.”

So, what’s next for Nicole Lauchaire? She has some exciting developments to share, particularly in the world of Spirit. This upcoming season marks the launch of the Pro Cheer League, a groundbreaking initiative for the industry. It represents an exciting step forward not just for cheer but also for how the sport’s talent, athleticism, and entertainment value will be showcased on a larger stage. They’re also preparing for the first-ever National School Spirit Championships, which is another major milestone. Nicole takes great pride in being a part of creating new platforms and experiences that recognize and celebrate school spirit at a national level. There is a real sense of momentum in the “Spirit world” right now, and it energizes her to help shape what comes next. On both personal and professional fronts, Nicole says she’s focused on building things that matter, that move the industry forward, and that give more athletes and fans a reason to feel connected and inspired.

In addition to her candid insights and words of wisdom, we asked her if she has a personal mantra or quote that she lives by. She revealed that a quote from Mary Oliver’s poem "The Summer Day" has recently resonated with her: “Tell me, what is it you plan to do with your one wild and precious life?” For her, this quote serves as a reminder to be intentional, encouraging her to avoid simply going through the motions and to make choices that truly matter. It inspires her to take risks and remain present in the process. She says the question has guided many significant decisions she has made in recent years and continues to inspire her to live boldly, even when the path ahead isn’t entirely clear.

Nicole Lauchaire's journey has been all about seizing opportunities, embracing challenges, and believing in the power of persistence. Her story reminds us that growth often begins in unexpected and uncomfortable places, and the best adventures are just a leap of faith away. We can’t wait to see where her inspiring journey takes her next, and we’re here, cheering her on all the way.