A cheerleading and dance school in Southport has unveiled its first permanent home, a poignant development made possible through support from a charity established in memory of one of its own young members who died in last year’s tragic attacks.
Vortex Cheer has moved into new premises at AK Business Park, marking a significant milestone for the community organisation. The expansion was facilitated through a collaboration between Elsie’s Story, a charitable foundation created to honour Elsie, one of the youngest victims of the Southport attacks in July 2024, and law firm Freeths, which provided crucial pro bono legal assistance.
Elsie had been a member of Vortex Cheer before her death, lending particular emotional weight to the project. The charity bearing her name stepped forward to fund essential equipment and mats for the school’s new facility, whilst Freeths offered free legal expertise to navigate the lease arrangements.
The involvement of Freeths came about through a chance encounter at a summer charity colour run organised in aid of Elsie’s Story. Mark Alexander, a Real Estate Director at the firm, participated in the event and subsequently pledged to help the cheerleading school secure suitable premises for its growing operations.
Reflecting on the work, Alexander said: “It’s been a great privilege to help Vortex Cheer secure their new home. Their work brings joy and confidence to young people, and supporting them, alongside Elsie’s Story, felt like a meaningful way to give back to the community.”
For Vortex Cheer, the move represents a transformation in what the organisation can offer local children and young people. Previously operating from shared facilities with equipment kept in storage, the school now has a dedicated space that members can genuinely call their own.
Aime Cruickshank, who serves as Head Coach and Owner of Vortex Cheer, expressed profound gratitude for the support received. “Thank you doesn’t quite cover how grateful we are for the support from Freeths and Elsie’s Story. Without it, we would still be limited to shared facilities, with equipment in storage and no space the girls could truly call their own.”
The impact of having permanent premises has already become evident in the school’s operations. Cruickshank explained how the expanded capacity has enabled athletes to increase their participation significantly.
“Having our own home has completely changed things. Some of our athletes are now able to be here five days a week simply because we have the space. It has given them a safe, happy place where they can grow in confidence, make memories and feel part of something special,” she said.
Beyond the practical benefits, the new facility carries deep significance for everyone connected to Vortex Cheer. The school views the premises as a living memorial to their former member.
“We’re also proud to be honouring Elsie’s legacy in our new home, which means so much to everyone at Vortex,” Cruickshank added.
The collaboration exemplifies Freeths’ broader commitment to supporting community organisations through pro bono legal work. The firm regularly makes its expertise available to charities, social enterprises and community initiatives at no charge, ensuring that organisations making positive contributions have access to professional legal guidance when they need it most.
Across its various offices, teams at the commercial law firm provide free advice to help such organisations navigate complex legal matters, from property leases to governance structures. The support for Vortex Cheer represents one of many projects where the firm has deployed its resources to benefit community causes.
The new premises at AK Business Park will enable Vortex Cheer to continue and expand its programme of classes for children and young people across Southport. With dedicated space and proper equipment now in place, the school can accommodate more participants and offer increased opportunities for training and development.
For a community that experienced profound tragedy in 2024, the opening of the facility offers a moment of hope and renewal. The cheerleading school’s expansion stands as a testament to resilience and the power of collective support, with a young victim’s memory being honoured through opportunities for other children to thrive.
The collaboration between a grassroots charity, a commercial law firm and a local sports organisation demonstrates how different sectors can work together to create lasting positive change in communities recovering from trauma. Through equipment donations, legal expertise and dedicated coaching, the partners have created a space where young people can build confidence, develop skills and find joy in physical activity.
As Vortex Cheer settles into its new home, the presence of Elsie’s legacy woven into the fabric of the facility ensures that her memory will continue to inspire and support young athletes for years to come.
