How a BYU cheerleader utilizes his platform to change perceptions online

The sharp echo of “One! Three! Five! Seven!” cuts through the gym as athletes launch into the air, twisting and rotating before landing in perfect sync.

To an outsider, the odd-numbered cadence may sound confusing, but on the mat, it’s a rhythm that keeps everything moving — timing stunts, flips and pyramids with precision.

Collegiate cheerleading is an increasingly competitive sport, requiring strength, coordination and trust as teams push the limits of what’s possible. With every year, new tricks and skills are required to compete on a large scale.

Yet outside the gym, the sport is often misunderstood. Despite its physically demanding nature, cheerleading — especially for men — continues to face stereotypes that diminish its athleticism, with many outsiders reducing the sport to entertainment rather than recognizing it as a physically demanding discipline.

BYU cheerleader Ammon Montenegro is working to change that perception, using social media to showcase both the skill and personality behind the sport.

“I found myself just posting what I’m able to create in my mind, and that is what it all is. I say my creative outlet is social media and whether that’s an idea for cheer, for lifting, or for some sort of humorous post,” Montenegro said. “It’s just an idea that I have in my mind and I run with it, and I post it and for the most part they tend to do well which is a really cool thing.”

Montenegro’s content blends high-level stunts with humor and everyday gym moments, creating a mix that appeals to both athletes and casual viewers.

With more than 40,000 followers on Instagram at the time this article was written, Montenegro continues to invest time in his personal brand, overcoming the hesitation that comes with sharing on an “intimate” platform typically reserved for personal updates.

This balance between entertainment and athleticism has helped his content reach beyond the cheer community, introducing new audiences to a sport they may not fully understand.

For his mother, Whitney Montenegro, that impact reflects a larger shift in how the sport is viewed, as well as directly demonstrating the kind of person Ammon is.

“I really believe in athletics, no matter what you do. I firmly support anybody who's going to do anything physical with their bodies, and I think the cheerleading of yesteryear is not the cheerleading of today,” said Whitney, “It's so athletic and competitive, and it's a team sport, and I believe in all of those things because I think you develop so much character.”

As his platform has grown, she has watched him navigate both visibility and responsibility, staying grounded in who he is while reaching a broader audience.

“He is very careful and very maintained in what he posts — even in his silliness, he's still mindful of who he is, and who he represents,” Whitney said. “He's been able to be very popular and very clean and maintain his standards.”

In a time when social media is widespread and maintaining religious standards is less common, Ammon Montenegro’s connection to BYU and The Church of Jesus Christ of Latter-day Saints sets him apart. Montenegro credits that connection with helping expand his audience, as the church’s global presence creates a wide-reaching network of viewers and supporters.

Many social media creators develop a niche that allows them to thrive within a specific audience, including those in the cheer community. Montenegro’s diversified content, however, allows him to move beyond a single niche while still maintaining strong engagement with viewers.

“My platform has been a massive blessing. It's so cool to see how much it's grown and how much success it's had,” he said. “I'm just extremely lucky because I don't know why my content and my stuff has grown more than people that might post similar things.”

“I don't think Ammon ever expected to go viral, with Ammon, things just kind of fall into place ... He puts his mind to something and then it's going to happen,” Whitney said.

One could argue that Montenegro’s content is targeted toward boys interested in cheer, but it reflects something broader. He uses his platform to authentically be himself, sharing content that aligns with his values and identity. His presence demonstrates that an individual can be multifaceted — an athlete, a creator, a follower of Christ — while remaining grounded.

“I admire his determination, but mostly he is a very spiritual person and I always respect when people will stay close to their convictions. I just enjoy that he's steady and he's continually growing, moving, and developing, and yet he always stays at that strong base with his faith in Jesus Christ, and his family and integrity,” Whitney said.

Ammon said: "When I'm watching it I'm just seeing me."

In a sport often defined by misconceptions, and with a platform that puts so many eyes on him, that simple authenticity is helping audiences see cheerleading — and the athletes behind it — differently.