From the Battlefield and Cheer Sidelines to the Mat: Two Women Build Southern Charm Elite in St. Mary’s County

LEONARDTOWN, Md. — From the front lines of Iraq to NFL sidelines, and from years of competitive cheer experience, two local women are combining their paths to create new opportunities for young athletes in Southern Maryland.

A former U.S. Army combat medic and Baltimore Ravens cheerleader has partnered with fellow coach and co-founder Lexie Bond to launch Southern Charm Elite, a competitive cheer and dance program focused on accessibility, community and athlete development.

A Journey Defined By Discipline And Purpose

Owner Amber Lynn Lloyd enlisted in the Army in 2005 during the Iraq War, driven by what she described as a calling to serve in an interview with The BayNet.

“I was driven by my need to do more than support from a distance,” Lloyd said.

As a combat medic with the 3rd Brigade, 3rd Infantry Division at Fort Benning, Georgia, she deployed to Iraq for a year and a half, providing care in high-pressure combat environments. Those experiences, she said, shaped her ability to lead under stress and remain focused in challenging situations.

“Providing medical care in high-pressure real combat environments taught me how to stay calm under stress, lead with confidence, and put others before myself,” she said.

After her military service, Lloyd moved to Baltimore, where she pursued a degree in fashion design at Stevenson University while working in technical design at Under Armour. At the same time, she reconnected with her lifelong passion for dance, eventually earning a spot as a cheerleader for the Baltimore Ravens.

“These experiences may seem different, to me they are all connected,” Lloyd said. “Each demanded discipline, teamwork, and perseverance.”

A Passion Rooted in the Sport

While Lloyd’s journey was shaped by discipline and service, co-founder Lexie Bond brings a lifelong connection to cheerleading and athlete development.

“I started cheerleading when I was four years old which led me into competitive cheerleading myself,” Bond said. “By 16, I was coaching competitive gymnastics, which led me to competitive cheerleading coaching and a passion for developing athletes at the highest level.”

After years immersed in the sport, Bond said she recognized a need in Southern Maryland for something different.

“After years in the sport, I knew Southern Maryland deserved a program built on affordability, elite training, high standards, and genuine investment in every athlete,” she said. “That vision became Southern Charm Elite.”

Bond said even the program’s name reflects its deeper meaning and mission.

“The name was intentional… ‘Southern’ honors our roots in Southern Maryland, ‘Charm’ reflects the grace and heart we bring to everything we do, and ‘Elite’ is our promise to every athlete and family we serve,” she said.

The branding itself carries personal significance.

“Cheetah print has always been iconic to me, so incorporating it into our identity was a natural choice… bold, fierce, and unmistakably us,” Bond said.

A Shared Vision Takes Shape

Lloyd, who grew up in St. Mary’s County, said returning home played a key role in launching Southern Charm Elite alongside Lexi Bond, whose background in competitive cheer helped shape the program’s foundation.

The two met while coaching together at St. Mary’s Ryken High School, where conversations about gaps in the industry quickly turned into a shared vision.

“When Lexie and I met while coaching at St. Mary’s Ryken High School, we often talked about two major gaps we kept seeing… how expensive competitive cheerleading can be, and the stereotypes that often limit how cheerleaders and dancers are perceived,” Lloyd said.

Bond had long envisioned creating a program that addressed those challenges.

“Lexie had been dreaming about starting a program like this for years, and when we realized how aligned our visions were, it felt like the right time to bring it to life,” Lloyd said.

Together, the pair combined their strengths: Bond’s deep expertise in competitive cheerleading and Lloyd’s leadership-driven mindset to build something intentional.

“With her deep expertise in competitive cheerleading and my driven, go-getter mindset, we knew we could build something meaningful together,” Lloyd said.

Redefining Competitive Cheer

Southern Charm Elite was built on values of affordability, transparency and community; a response to what the founders say can be an exclusive and costly industry.

“We wanted to change that by creating a space where ‘backyard tumblers’ and naturally gifted dancers have a more affordable chance to develop their skills,” Lloyd said.

The program focuses not only on technical training, but also on building confidence, discipline and teamwork.

“We focus on developing the whole athlete,” she said. “From beginners to experienced competitors… [they] feel seen, valued, and pushed to reach their full potential.”

Early Wins and Strong Foundations

Despite launching later than most teams in the season, Southern Charm Elite quickly found success.

“We focus on fundamentals, consistency, and building confidence in our athletes,” Lloyd said.

She credited the team’s achievements in part to strong coaching leadership, including Coach Karla Fernandez and Coach Danielle Shade, as well as the athletes’ dedication.

Starting late presented challenges, particularly in building routines and team chemistry in a shorter timeframe, but Lloyd said the experience ultimately strengthened the group.

“That resilience helped us grow stronger and more unified as a team,” she said.

More Than a Sport

While competition is part of the program, the long-term impact on athletes remains the top priority.

“We want our athletes to walk away with lifelong friendships, memories, confidence, discipline, and resilience,” Lloyd said.

Coaches emphasize growth at every level, creating an environment where athletes feel supported regardless of experience.

“We create a positive and supportive environment by meeting each athlete where they are,” she said. “We also emphasize celebrating progress, not just wins.”

Powered by Community

Family involvement has also played a key role in the program’s early success, with volunteers and parent representatives helping foster a supportive atmosphere.

“We want every family to know their kids are in a safe, encouraging space where they can grow, have fun, and feel supported both on and off the mat,” Lloyd said.

Looking ahead, the founders hope the program will expand opportunities for local athletes while strengthening community ties.

“Our goal is to give local athletes a more affordable opportunity to develop their skills, gain confidence, and be part of a supportive community,” she said.

Looking Ahead to Season Two

Southern Charm Elite is preparing for its second season with expanded offerings, including the addition of a competitive dance team and broader age groups: cheer for ages 4 to 18 and dance for ages 7 to 18.

Clinics will be held May 17 and May 31 from 5 to 7 p.m. at St. Mary’s Ryken High School, with tryouts scheduled for June 7 and a makeup date on June 14.

An Invitation To Join

For families considering joining, Lloyd said the program welcomes athletes of all backgrounds and skill levels.

“Southern Charm Elite is more than just a cheer or dance program… athletes of all skill levels can grow, have fun, and be part of a supportive community,” she said.

With a focus on teamwork, confidence and personal growth, the founders hope to continue building something meaningful for local families.

“We really hope people reach out to us on social media or by email,” Lloyd added.

For more information, Southern Charm Elite can be contacted through email at southerncharmelite@gmail.com or through social media on Instagram and Facebook.

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