Lady Kendall Hanbery & David Hanbery
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Lady Kendall Hanbery is the CEO of Deep South Spirit, one of the nation’s premier cheerleading and dance event producers. A lifelong cheerleader, Kendall competed at the middle school, high school, and collegiate levels before turning her passion into a career. Since joining Deep South Spirit in 2010, she has helped grow the organization from hosting just four events annually to producing more than 30 events each season. She has led the company’s brand development, marketing, customer experience, and event innovation efforts.
Under her leadership, Deep South Spirit has become known for creating high-energy, unforgettable event experiences. The company was recognized as Best Event Producer at the 2025 Cheer Awards, while its Glow Tour earned Top New Event honors. Kendall also helped launch the Open Championship Series, which recently hosted the largest cheerleading event in the world.
Kendall is passionate about growing the cheer and dance industry by creating memorable experiences for athletes and their families while encouraging others to pursue careers in the sport they love. She believes that people invest in people, not just products, and that building an authentic brand starts with trust, consistency, and genuine relationships. When she’s not traveling the country producing events, Kendall enjoys spending time with her family, hitting the golf course, and relaxing at the beach.
IN THIS EPISODE YOU'LL LEARN:
- That your passion for cheer and dance can become a rewarding, long-term career beyond competing.
- How to identify career opportunities within the cheer and dance industry after your athletic journey ends.
- Why working with event producers, coaching, judging, or gym ownership can create fulfilling professional paths.
- How to transform your passion into a purpose-driven profession with confidence and long-term vision.
- That a strong, authentic brand is built through trust, consistency, and meaningful customer experiences.
- Why people invest in genuine relationships before they invest in products or services.
- How to tell your brand story in ways that build credibility, loyalty, and lasting customer connections.
- That staying true to your values creates a brand customers remember, trust, and recommend.
- How authenticity and consistency help build long-term relationships that extend far beyond a single transaction.
- Why creating exceptional experiences is one of the most powerful ways to strengthen your brand and reputation.
about the show
Next Level CEO is a high-impact business educational series hosted by Daymond John, designed to spotlight the world’s most elite and insightful entrepreneurs.
In each episode, Daymond’s handpicked expert CEOs, founders, and industry leaders who’ve built powerful brands, scaled successfully, and led with vision, share their story and expertise. From disruptive startups to billion-dollar empires, Next Level CEO gives viewers a front-row seat to the real strategies, mindset shifts, and leadership moves behind business excellence.
This is what works.
It’s a rare look inside the minds of those who’ve actually built something that lasts.
Whether you’re an entrepreneur looking to grow, a business owner ready to level up, or a leader who’s hungry to learn from the best, Next Level CEO delivers the playbook from those who’ve already won.
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