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Sports Backers Blog

Kids Run RVA Rebrands to Kids On The Move

Sports Backers’ youth program looking to be inclusive of more methods of physical activity


RICHMOND, VA – Sports Backers is thrilled to announce that its Kids Run RVA program has been rebranded as Kids On The Move. The program, which serves over 2,700 youth yearly, has been encouraging kids to adopt an active lifestyle since 2013. Historically, this has been achieved through a handful of initiatives, most notably before and after school run clubs which take place throughout the region and whose marked success is because of the team of volunteer coaches that lead them. The rebrand marks the shift toward encouraging all types of physical activity, rather than emphasizing just running. Sports Backers’ Kids On The Move program aims to show kids that running and exercise can be just as fun and simple as playing.

The idea to emphasize all types of physical activity has been a reoccurring theme over the years, but one that became pronounced during the pandemic–virtual fitness classes became an imperative way to keep kids connected and active. No longer able to focus on group running, Sports Backers learned the value of offering a more diverse range of creative exercises for kids. Meetings were held with a team of stakeholders, months of research were spent learning about other fitness programs, and Sports Backers piloted fitness clubs at a handful of area schools during the 2022-23 school year. After great feedback from all involved, Kids On The Move will move forward in offering an array of Run Clubs and Fitness Clubs throughout central Virginia, and all with a brand that more accurately reflects the program and those involved.

“Last school year, we piloted Fitness Clubs at several schools in the region, offering additional ways for youth to get moving,” said Jacki Quinlan, Director of Youth Programs at Sports Backers. “We’re excited to rebrand to Kids On The Move to better reflect the program offerings and service area. Ultimately the new program name was tested on our customers – kids! Kids On The Move came out as the clear front runner.”

The rebrand is the perfect way to showcase the types of clubs we support and to represent our expanded reach. We now have 59 clubs throughout the Richmond region and reaching Dinwiddie, Hopewell, Petersburg, and Prince George. Kids On The Move will continue to provide creative ways for kids to stay active, build confidence, make friends, learn healthy habits, and will provide opportunities for kids to run across a finish line. Our goal for the upcoming year is to have 65 clubs.

“The Fitness Club helps kids to see that exercising can be fun and gives them the building blocks to create lifelong healthy habits,” said Beth Mayo, coach of a fitness club at Jackson Davis Elementary School. “I feel that the rebrand will open the doors up to more students who may not have participated in a run club because they don’t ‘like’ running.”

Kids On The Move clubs take place at elementary, middle, and high schools during the school year and are free for all students, removing the barrier of “pay-to-play” in order to participate. Sports Backers provides training and resources to coaches to implement the clubs in the fall and spring semesters. Local schools are eligible to apply for mini-grants to help establish and maintain running or fitness clubs, or host their own running or fitness event. For students with demonstrated need, Sports Backers also provides team t-shirts, athletic shoes, and free race entries.

For more information about Kids On The Move and our youth fitness initiatives visit

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