Retirement of Kelli Finglass, the Dallas Cowboys' cheerleading director, is close and isn't up to Jerry Jones

After more than three decades shaping the Dallas Cowboys Cheerleaders , Kelli Finglass is no longer dismissing the idea that there will eventually be a life beyond the sideline.

The longtime director has become synonymous with the organization through years of auditions, television shows and difficult roster decisions, but she says the personal cost of that commitment has become harder to ignore.

“I have, but we’re so busy, we don’t have time to think about anything except the next hour,” Finglass told Vanity Fair when asked whether she has considered stepping away.

“It would be a personal decision. I’ve sacrificed a lot of time with my family.”

That admission is significant for someone whose professional life has been tied to the Cowboys for more than four decades.

Finglass first performed as a Dallas Cowboys Cheerleader from 1984 to 1989 before moving into coaching in 1991 and eventually becoming one of the most recognizable figures connected to the team.

One family milestone could change everything

Retirement doesn't appear imminent, but Finglass already knows what could make the decision feel right.

“My daughter is married, my son is in a relationship, and when I ever get the honor to be a grandma… I want that time if and when I have grandchildren,” she said. “That would definitely give me a heartfelt reason to go to a new chapter.”

Her perspective on leadership has also changed with age and motherhood.

Finglass said she spent much of her career trying to build flawless performances, only to learn through television that viewers often connect more deeply with honesty than perfection.

“I spent practically my whole career trying to create flawless performances, and what we’ve learned through TV is that vulnerability is actually more attractive,” she continued.

“People love when they can relate to somebody, and that’s been an unexpected ‘aha’ for me, for these girls to not project perfection, but rather be honest about their victories and honest about their struggles.”

America’s Sweethearts has changed what fans see

Netflix’s America’s Sweethearts: Dallas Cowboys Cheerleaders has expanded the spotlight around the team, giving viewers a closer look at the physical, emotional and personal demands placed on the women competing for spots.

That visibility has also amplified criticism online, something Finglass says can have a real effect.

“Words can hurt and they can also heal,” she said. “But the girls being busy and focused and supportive of each other is where our strength will remain.”

The series has been renewed for a fourth season in 2027 after its third season reached Netflix’s top 10 in 22 countries, ensuring Finglass still has another chapter ahead.

Her long-term future, though, now comes with an important caveat.

After spending decades helping build one of the most recognizable brands in sports entertainment, Finglass is increasingly willing to admit that family could one day matter more than staying in the role.