New Partnerships, New Expo Location, and On-Course Activations Elevate the 2026 Ukrop’s Monument Avenue 10k Presented by Kroger

Richmond’s biggest block party introduces a new Health & Fitness Expo home, high-energy turnaround celebration, race day app, and enhanced timing experience

RICHMOND, VA – The 27th running of the Ukrop’s Monument Avenue 10k presented by Kroger returns to Richmond on April 18, bringing with it the energy, community spirit, and spectacle that have made it one of the nation’s premier road races. While runners and walkers can count on the traditions they know and love, 2026 will introduce several enhancements designed to elevate the entire race weekend experience, beginning before participants even reach the starting line.

This year, the Health & Fitness Expo moves to a new home at the Richmond Raceway Expo Hall. Previously held in the Richmond Raceway Infield, the expo will now offer a fully indoor venue for vendors and sponsors, along with a more streamlined arrival experience for participants. The new location provides a larger space for more than 70 vendors, improved accessibility, weather protection, and a more efficient layout, ensuring race weekend begins comfortably and conveniently for all.

Beyond the expo, Sports Backers is also welcoming a new timing partner, launching a new race day app, and introducing an exciting sponsor activation at one of the course’s most pivotal moments, the halfway-point turnaround.

Located at Monument Avenue and Chantilly Street, the halfway mark has always been a psychological boost for participants. In 2026, it becomes a full-fledged celebration. Sponsored by James River Air and officially dubbed the “James River Air Turn,” the 3.1-mile mark will transform into a high-energy experience complete with music, amplified crowd presence, and real-time shoutouts to runners as they make the turn toward the finish.

Leading the festivities will be Richmond favorite Greg Burton on the mic, joined by Hugh Joyce, President of James River Air—recognizable to many for his signature bow tie and spirited presence in the company’s marketing campaigns. Together, they’ll bring personality, encouragement, and a little Monument Avenue flair to the midway point.

Thanks to a new partnership with Go Race Productions, an East Coast-based timing company known for delivering both precision and innovation, runners will receive personalized recognition as they cross the turnaround timing mat. Live data will allow announcers to call out participants by name, hometown, and even milestones in real time—turning the halfway mark into a moment participants won’t forget.

“The Ukrop’s Monument Avenue 10k has built a reputation based on operational excellence combined with pure fun,” said Meghan Keogh, Race Director. “As we continue to evolve, we’re focused on elevating the participant experience in ways that feel meaningful and memorable. The James River Air Turn adds an entirely new layer of energy at the halfway point, just when participants need it most. We think it’s going to become one of the most talked-about spots on the course.”

Enhancements extend beyond the pavement. Participants will also benefit from a new official race app, available on iOS and Android, designed to put race weekend details at their fingertips. From runner tracking to expo schedules, parking maps, the Sheehy Post Race Festival layout, event alerts, and important updates, the app will streamline logistics and keep participants connected every step of the way. The app is now available for download.

With new technology, fresh partnerships, and an amped-up halfway celebration, the 2026 Ukrop’s Monument Avenue 10k presented by Kroger is poised to raise the bar once again, proving that Richmond’s biggest block party only gets better with age.

Registration for the Ukrop’s Monument Avenue 10k presented by Kroger is open and available at sportsbackers.org.