Jeff Webb, The Man Who Built Cheerleading Into a $4.75 Billion Empire, Dies at 76 From Freak Pickleball Accident

Jeff Webb, the entrepreneur who transformed competitive cheerleading into a global industry worth billions, has died at 76 after a fall while playing pickleball.

Webb was best known as the founder of Varsity Spirit, the organization that helped shape modern cheerleading into a structured, highly competitive sport. What started as a small camp business in the 1970s grew into a powerhouse that now oversees competitions, training programs, and apparel for athletes across the country.

How Did Jeff Webb Die?

According to those close to the situation, Webb suffered a fall while playing pickleball, a sport he had taken up in recent years. Further details have not been publicly disclosed.

Through Varsity Spirit and its parent company, Varsity Brands, Webb helped standardize competitions, elevate performance expectations, and turn what was once considered a sideline activity into a year-round commitment for athletes. Under his leadership, cheerleading evolved into a business valued at an estimated $4.75 billion.

His influence extended beyond competitions. Webb played a key role in launching major televised events and building a pipeline that connected youth programs to elite collegiate and all-star teams. For many athletes, his system defined the path from beginner routines to national championships.

Jeff Webb Was One of Charlie Kirk's Mentors

Outside of cheerleading, Webb also played a role in mentoring young conservative leaders, including Charlie Kirk, the founder of Turning Point USA. Kirk previously spoke about Webb’s influence during his early career, crediting him with guidance and support as he built the organization.

At the same time, Webb’s legacy came with scrutiny. Critics often pointed to the commercialization of cheerleading and the rising costs associated with participation, arguing that the sport’s rapid growth made it less accessible for some families. Still, supporters credited him with giving cheerleading legitimacy and visibility on a scale it had never seen before.

In recent years, Webb stepped back from day-to-day operations but remained closely tied to the industry he helped create. Those who knew him described someone who rarely slowed down, even as he moved into his seventies, making his sudden death all the more unexpected.

Webb is survived by his family, who have requested privacy.