Campfire Studios is reshuffling its leadership bench as the nonfiction producer continues to build heat around its premium documentary and sports programming slate.
The Wheelhouse-backed studio, best known recently for Netflix’s America’s Sweethearts: Dallas Cowboys Cheerleaders, has promoted chief operating officer Ross Girard to partner. The company has also elevated development executive Allyson Holloway to VP, Creative.
Campfire Studios Names Ross Girard Partner
Girard’s promotion marks a significant step for the executive, who has played a central role in Campfire’s operations and growth strategy. As COO, he has helped guide the company through an increasingly competitive documentary market, where streamers are chasing sports access, true-crime franchises, celebrity-led nonfiction, and character-driven series with global appeal.
Campfire is led by founder and CEO Ross Dinerstein, whose company has carved out a strong position in the prestige unscripted space. The partner title gives Girard a deeper stake in shaping the studio’s next chapter as demand for binge-friendly factual entertainment remains high across Netflix and other major platforms.
Allyson Holloway Promoted to VP, Creative
Holloway’s rise to VP, Creative points to Campfire’s continued focus on development. In her expanded role, she is expected to help identify, shape, and package new documentary projects, with an emphasis on the kinds of distinctive stories that can cut through a crowded streaming menu.
That creative pipeline matters. For independent studios, a strong development team can be the difference between a pitch that gets lost and a series that becomes the next major conversation starter. Campfire’s recent success suggests the company is leaning further into access-driven storytelling with broad audience appeal.
Netflix’s America’s Sweethearts Keeps Campfire in the Spotlight
The promotions come as Campfire enjoys renewed attention around America’s Sweethearts: Dallas Cowboys Cheerleaders, the Netflix docuseries that follows the pressure, pageantry, and personal stakes behind one of the most recognizable cheerleading squads in sports culture.
The series became a strong example of the current sports-doc boom: it is not just about performance on the field, but about ambition, identity, tradition, and the strict demands placed on the women competing for a place on the team. That mix of glamour and emotional tension has helped the show connect with reality TV fans, sports viewers, and documentary audiences alike.
For Campfire, the show strengthens its standing as a producer capable of delivering polished nonfiction programming that feels both intimate and commercially accessible. In a streaming market where platforms want repeatable unscripted hits, that reputation carries real value.
What the Campfire Studios Promotions Mean for Its Streaming Future
These executive moves suggest Campfire is preparing for a busier phase of growth. With Girard stepping into a partner role and Holloway taking on a larger creative remit, the studio is reinforcing both the business and development sides of the company.
That balance is crucial as buyers become more selective. Streamers still want premium documentaries, but they are looking for projects with clear hooks, strong characters, and international potential. Campfire’s recent Netflix visibility gives it a useful platform as it ramps up new pitches and productions.
Where to Watch America’s Sweethearts: Dallas Cowboys Cheerleaders
America’s Sweethearts: Dallas Cowboys Cheerleaders can be watched on Netflix. The series is available to stream now in the US, the UK, and across many EU markets where Netflix operates, though regional availability can vary by country.
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