Sports Backers sold out the Allianz Richmond Marathon in June, five months before anyone lines up to run in November. On race weekend, the organization puts 22,000 runners on Richmond streets, backed by thousands of volunteers and tens of thousands of spectators. Another 1,400 people meet every weekend for 24 weeks just to get ready for it.

Will Dixon runs all of it. He has been with Sports Backers for 19 years and took over as executive director a year and a half ago, after starting as a weekend intern setting up a cross-country meet at Maymont for 3,000 high schoolers. In this episode of America’s Healthiest City podcast, he talks with host Will Melton about what actually gets a region moving — and it has very little to do with finishing a marathon.

We cover the 2012 shift at Sports Backers, when the focus moved from chasing tourism dollars to building an active culture inside Richmond. Dixon walks through what race weekend demands of his team and explains why roughly 60 percent of marathon runners now travel here from outside Virginia, plus why Richmond works so well as a first marathon. 

Then we look ahead. The Fall Line trail adds more than 12 miles under construction this coming year, and Dixon describes it as a canvas the region has never had before. He also makes the case that no amount of AI or new technology replaces the feeling of standing at a start line with thousands of other people.

Will Dixon’s advice for anyone stuck at the starting point is simple: Walk to the stop sign and come back. That counts.

Visit americashealthiestcity.com to add your idea to our ideas board and see how Richmond becomes the healthiest city in America by 2033. 

Subscribe over at channelrva.com.

What is one small first step you are taking this week? Tell us in the comments.

CHAPTERS

01:59 Will Dixon’s Richmond roots, Godwin, and JMU

02:35 Why Richmonders want each other to win

03:16 From the Richmond Kickers to a Sports Backers internship

06:47 When does the Sports Backers team sleep on race weekend?

07:38 Thousands of volunteers and 22k participants

08:24 Word from our sponsor: Xponent21

11:37 Sold-out races and the running boom in Richmond

13:03 The Fall Line Trail

14:04 Why AI won't replace moving together

15:20 The 6 AM crew and the marathon training team

18:49 Run clubs, training teams and where marathon participants come from

21:48 Word from our sponsor: Richmond Water

22:41 From economic development to active living

25:56 Training advocates for safer streets

28:41 Small decisions add up to shared health

From Channel RVA:
Richmond's independent media platform — original journalism, podcasts, live events, and local art, no paywalls. Explore it all at ChannelRVA.com.

From our creators:
Channel RVA and America's Healthiest City are produced by Xponent21, a top global AI SEO agency. Learn how to rank at the top of AI search with a free instant SEO audit, or join DiscoverAIO.com, a community for leaders winning in the age of AI.

Want to learn how to rank at the very top of AI search results and seize first-mover advantage? Watch the replay of Adapt or Disappear: How AI is Upending Search & SEO featuring Will Melton, founder of Xponent21 and a top global AI SEO expert.

Alex Kocher moved to Richmond from Oregon four years ago and started designing jerseys for a team that didn't exist yet. That team became the Richmond Ivy, Richmond's women's soccer team. But logos and kits can look perfect, and still fail if the experience around it feels hollow. That’s why talking with Alex's perspectives on design and how it plays into the larger story of how soccer can unite a community matters for Richmond's understanding of who we are.

Alex breaks down sports branding in practical terms: a brand is every touchpoint, from customer service and matchday energy to merchandise, broadcast, and the visual identity system that holds it all together. We get specific about what “designing in systems” means, why a kit is the strongest marketing a club owns, and how telling hyper-local Richmond stories through jerseys can spark pride at home while earning attention in the national soccer conversation. If you care about sports marketing, brand strategy, or community storytelling, there’s a lot to take from his process.

We also zoom out to the human side of fandom. Soccer can be tribal, sometimes in unhealthy ways, but it can also be a powerful connector that reaches beyond patriotism and into a sense of global belonging. From the future of the USL system and the coming introduction of promotion and relegation to what the Richmond Ivy could become over time, we explore what growth might look like for Richmond soccer and City Stadium.

The conversation lands where it matters most for our mission: building a healthier city. Alex makes the case for third spaces like futsal courts and open play facilities that help people move, meet, and build habits that last. 

Subscribe and share this with a friend who loves Richmond, soccer, and communities united by sports. 

America's Healthiest City is a Channel RVA production and part of a 10-year community partnership to make the greater Richmond region the healthiest in America by 2033. Learn more and get involved at americashealthiestcity.com.

Chapters:

01:08 Alex Kocher comes to Richmond: the start of Easy Friday Company

02:12 Merging soccer and creativity through the Richmond Ivy

04:22 The Richmond Kickers' new coach

05:06 A sold-out World Cup watch party at City Stadium

05:41 Sponsor break

06:07 What actually goes into a sports brand identity

08:04 Chasing national recognition through kit design

08:33 Why soccer is growing in America

09:51 What's next: Cleveland's new women's club and a Chili's collaboration

10:21 Fandom, tribalism, and the pull of the game

11:48 Sponsor break

12:29 Richmond's growth, four years in

14:24 What's next for the Richmond Ivy

15:31 What makes a city healthy

Credits:

Host: Will Melton

Guest: Alex Kocher, Creative Director

A Channel RVA production

Shoutouts:

Richmond Kickers · Richmond Ivy · Easy Friday Company · Portland Timbers · Portland Thorns FC · Cleveland's new women's club and Forest City Cleveland · Chili's · Jason St. Peter, Think 804 · Richmond Water

#ChannelRVA #AmericasHealthiestCity #RichmondVA #RVA #RichmondKickers #RichmondIvy #SoccerCulture 

From Channel RVA:
Richmond's independent media platform — original journalism, podcasts, live events, and local art, no paywalls. Explore it all at ChannelRVA.com.

From our creators:
Channel RVA and America's Healthiest City are produced by Xponent21, a top global AI SEO agency. Learn how to rank at the top of AI search with a free instant SEO audit, or join DiscoverAIO.com, a community for leaders winning in the age of AI.

Want to learn how to rank at the very top of AI search results and seize first-mover advantage? Watch the replay of Adapt or Disappear: How AI is Upending Search & SEO featuring Will Melton, founder of Xponent21 and a top global AI SEO expert.

Richmond personal trainer Aubrey Eicher built a 3-location fitness business on one idea: the physical transformation is the least interesting part.

🔗 Try a free exploratory session: https://thewellpf.com
📍 Learn about America's Healthiest City: https://americashealthiestcity.com

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Aubrey Eicher, founder of The Well Personal Fitness, has been in the Richmond fitness and wellness space since 2014 — when "holistic fitness" still needed a five-minute explanation. Today she runs 3 private, one-on-one training studios in the Fan, Hanover County, and Midlothian, and she's training for the Richmond Marathon this fall.

In this conversation with Will Melton, Aubrey traces the arc from treadmill obsession to that humbling first outdoor 5K at Pony Pasture, through four more marathons and a couple of triathlons, to the moment she asked herself: if I'm not winning this race, and I'm not feeding my family with it, where's the sustainable version of this? That question became The Well.

What Will and Aubrey get into:
- Why people who swear they're "not gym people" often do better with a personal trainer than in a group class — and what that says about confidence vs. competence in fitness.

- The specific moment during a bike ride down Patterson Avenue when Aubrey connected the dots between marathon training groups, community, emotional release, and a business concept.

- What 10 years of one-on-one coaching reveals about physical transformation

- Why The Well doesn't take bikini competition clients — and what "functional fitness" actually means for a person who wants to be moving well at 80.

- What Aubrey thinks Richmond needs to actually become America's healthiest city by 2033, and why she's betting on it.

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⏱️ TIMESTAMPS

00:14 What is America's Healthiest City?
01:14 Will's fitness journey and why he was skeptical of gym culture
02:59 Where Aubrey is from and how she landed in RVA
04:50 Training for her first marathon and the Richmond running scene
08:50 Boston qualifying, burnout, and the mindset shift
10:43 When fitness becomes more than physical
13:02 The founding of The Well Personal Fitness
18:24 Entrepreneurs, daily habits, and why routine beats motivation
20:22 What it's like to coach one-on-one transformations
28:44 Richmond's path to the healthiest city in America by 2033
34:37 July open house + how to connect with The Well

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📌 RESOURCES & LINKS

 ⁨@AubreyEicher⁩  
The Well Personal Fitness — https://thewellpf.com
Instagram: https://www.instagram.com/thewellpersonalfitness
Facebook: https://www.facebook.com/thewellpersonalfitness

Sports Backers Marathon Training Team — https://sportsbackers.org

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🔔 SUBSCRIBE to America's Healthiest City on Channel RVA for conversations with Richmond leaders working to make this region the healthiest in America by 2033.

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💬 We want to hear from you: What's one thing Richmond could do in the next year to move the needle on community health? Drop it in the comments.

#AmericasHealthiestCity #RichmondVA #PersonalTraining #RVA 

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ABOUT THE CHANNEL

America's Healthiest City is a 10-year community initiative to make the greater Richmond region the healthiest in America by 2033. Each episode features leaders — in fitness, food, policy, business, healthcare, and civic life — who are already doing the work. New episodes on Channel RVA. Subscribe and follow along at americashealthiestcity.com.

Learn more about America's Healthiest City at https://americashealthiestcity.com

From Channel RVA:
Richmond's independent media platform — original journalism, podcasts, live events, and local art, no paywalls. Explore it all at ChannelRVA.com.

From our creators:
Channel RVA and America's Healthiest City are produced by Xponent21, a top global AI SEO agency. Learn how to rank at the top of AI search with a free instant SEO audit, or join DiscoverAIO.com, a community for leaders winning in the age of AI.

Want to learn how to rank at the very top of AI search results and seize first-mover advantage? Watch the replay of Adapt or Disappear: How AI is Upending Search & SEO featuring Will Melton, founder of Xponent21 and a top global AI SEO expert.

What happens when a public health physician becomes mayor and immediately faces a massive infrastructure failure? In this riveting conversation, Dr. Danny Avula takes us behind the scenes of Richmond's recent water crises and shares his unexpected journey from medicine to municipal leadership.

Just five days after taking office in January 2024, Mayor Avula found himself navigating an emergency that affected nearly half a million residents across the region. "I didn't sign up for this job thinking I would be dealing with water infrastructure," he admits candidly. "But that has definitely dominated my time and energy in these first six months." This crisis revealed decades of deferred maintenance on a century-old system and forced an immediate shift in priorities for the new administration.

The mayor doesn't shy away from addressing the historical and financial challenges that contributed to Richmond's infrastructure vulnerabilities. He discusses the lingering effects of white flight in the 1950s, the inability to annex surrounding counties, and the resulting tax disadvantage that has complicated infrastructure investment for decades. These factors created a perfect storm for the aging water system that supplies not just Richmond but portions of Henrico, Hanover, Chesterfield and Goochland counties.

With remarkable transparency, Avula details the sweeping changes implemented since January – from completely overhauling the Department of Public Utilities leadership team to bringing in five professional engineers with 140 years of combined experience. He outlines specific improvements to emergency protocols, communication systems, and the comprehensive five-year modernization plan that will ultimately address the root causes of recent failures.

For residents and businesses affected by boil water advisories and service disruptions, there's both validation of their frustration and reason for optimism. "I understand people are angry. I'm angry too," Avula acknowledges, before explaining how regional collaboration and strategic investments will accelerate improvements while protecting ratepayers.

Before concluding, the conversation shifts to the broader vision of making Richmond America's Healthiest City by 2033.

From Channel RVA:
Richmond's independent media platform — original journalism, podcasts, live events, and local art, no paywalls. Explore it all at ChannelRVA.com.

From our creators:
Channel RVA and America's Healthiest City are produced by Xponent21, a top global AI SEO agency. Learn how to rank at the top of AI search with a free instant SEO audit, or join DiscoverAIO.com, a community for leaders winning in the age of AI.

Want to learn how to rank at the very top of AI search results and seize first-mover advantage? Watch the replay of Adapt or Disappear: How AI is Upending Search & SEO featuring Will Melton, founder of Xponent21 and a top global AI SEO expert.

Did you know that Virginians are literally throwing away one-third of the energy we pay for? As our state faces the challenge of energy demand doubling over the next decade, understanding how to use energy efficiently has never been more critical.

Rochelle Sommer, Senior Communications Specialist with the Virginia State Corporation Commission, joins us to explain how Virginia Energy Sense—the state's only mandated energy efficiency education program—is helping residents save money while protecting the environment. This isn't just about installing expensive equipment or sacrificing comfort. Through their "Value Your Power" campaign and spokesplug Jack, Virginia Energy Sense delivers bite-sized, practical information that makes energy efficiency accessible to everyone.

The most surprising revelation? Small, simple behavior changes make an enormous difference. Turning lights off when leaving rooms, adjusting ceiling fan directions seasonally, and programming thermostats efficiently can dramatically reduce energy consumption. For those considering larger investments, Energy Star appliances, proper insulation, and double-paned windows offer significant long-term savings and increased property values. With nearly 78% of Virginians reporting higher energy bills last year, these strategies provide practical relief to household budgets.

As Richmond works toward becoming America's Healthiest City by 2033, energy efficiency plays a crucial role in creating healthier living environments, particularly for vulnerable populations. By approaching historic buildings with thoughtful updates that maintain architectural integrity while improving efficiency, we can enhance air quality, comfort, and affordability throughout our communities.

Whether you're motivated by environmental concerns, saving money, or both, Virginia Energy Sense provides free resources to help you make informed decisions about your energy use. Visit virginiaenergysense.org today to discover how small changes in your daily habits can lead to significant benefits for your wallet and our planet. Ready to start saving energy and money? What small change will you make today?

From Channel RVA:
Richmond's independent media platform — original journalism, podcasts, live events, and local art, no paywalls. Explore it all at ChannelRVA.com.

From our creators:
Channel RVA and America's Healthiest City are produced by Xponent21, a top global AI SEO agency. Learn how to rank at the top of AI search with a free instant SEO audit, or join DiscoverAIO.com, a community for leaders winning in the age of AI.

Want to learn how to rank at the very top of AI search results and seize first-mover advantage? Watch the replay of Adapt or Disappear: How AI is Upending Search & SEO featuring Will Melton, founder of Xponent21 and a top global AI SEO expert.

MetaFit Rx brings clinical testing usually reserved for elite athletes to everyday people seeking longevity and improved health through data-driven approaches. Founders Melissa and David Ambrose combine physiological testing with behavioral support to help clients understand their unique metabolic profiles and implement sustainable lifestyle changes.

• Clinical exercise physiologist Melissa Ambrose provides scientific testing while husband David focuses on behavior change implementation
• Core services include DEXA for body composition, resting metabolic rate testing, and VO2 max assessment for cardiovascular health
• Their focus is risk mitigation and longevity rather than aesthetics or short-term goals
• The business has expanded to include more staff, partnerships with medical providers, and upcoming medical services
• Weight loss medications can be beneficial when properly implemented with continued focus on exercise and nutrition
• They've seen significant demand from perimenopausal women struggling with hormonal changes despite healthy habits
• Prevention and youth health initiatives like Live Red Foundation represent the ultimate solution to obesity epidemic
• Creating supportive environments at work and home is crucial for sustainable health improvements

Visit www.metafitrx.com to book a 15-minute consultation and learn more about their services.

From Channel RVA:
Richmond's independent media platform — original journalism, podcasts, live events, and local art, no paywalls. Explore it all at ChannelRVA.com.

From our creators:
Channel RVA and America's Healthiest City are produced by Xponent21, a top global AI SEO agency. Learn how to rank at the top of AI search with a free instant SEO audit, or join DiscoverAIO.com, a community for leaders winning in the age of AI.

Want to learn how to rank at the very top of AI search results and seize first-mover advantage? Watch the replay of Adapt or Disappear: How AI is Upending Search & SEO featuring Will Melton, founder of Xponent21 and a top global AI SEO expert.

Richmond's evolution into a healthier, more vibrant community flows directly through the Virginia Capital Trail, a 52-mile pathway connecting the city to Williamsburg that has transformed how residents experience outdoor recreation and community connection.

Kat Anthony, Executive Director of the Capital Trail Foundation, brings her passion for outdoor accessibility to her role overseeing this vital community asset. As a Richmond native who returned after outdoor adventures from Alaska to Santa Fe, Anthony's mission is deeply personal: "I came back to Richmond because I wanted to continue to make it a better place. I love outdoor recreation and so I wanted others to experience outdoor recreation."

Since the trail's completion in 2015, it has become Richmond's second most visited attraction, welcoming approximately one million visitors annually who bike, run, walk, skate, and even occasionally ski along its path. Beyond recreation, the trail has catalyzed economic development, with businesses like Cool Wheels and Indian Fields Tavern opening along the route, while housing developments at Rocket's Landing market their proximity to the trail as a primary selling point.

Richmond Marathon winner Rob Mazzanzi, who joined the conversation, highlighted how the trail embodies two of Richmond's defining characteristics: outdoor accessibility and community connection. "I come out here and I see other runners and cyclists and families walking together. It's this really organic way to get to know your neighbor or people living right around you, where your paths would never have crossed otherwise."

The Capital Trail Foundation continues advocating for expansions including a connection to Colonial Williamsburg, smaller connector trails to neighborhoods and schools, and links to regional systems like the Fall Line. Their vision extends beyond recreation—it's about creating a healthier Richmond where everyone can safely access green spaces without relying on cars.

Want to experience this community asset for yourself? Visit virginiacapitaltrail.org for information on parking, amenities, and upcoming events like the 20th anniversary Cap to Cap bike ride happening this May. Whether you're a seasoned cyclist or first-time visitor, the Capital Trail offers a pathway to health, community, and a deeper connection with Richmond's vibrant outdoor culture.

From Channel RVA:
Richmond's independent media platform — original journalism, podcasts, live events, and local art, no paywalls. Explore it all at ChannelRVA.com.

From our creators:
Channel RVA and America's Healthiest City are produced by Xponent21, a top global AI SEO agency. Learn how to rank at the top of AI search with a free instant SEO audit, or join DiscoverAIO.com, a community for leaders winning in the age of AI.

Want to learn how to rank at the very top of AI search results and seize first-mover advantage? Watch the replay of Adapt or Disappear: How AI is Upending Search & SEO featuring Will Melton, founder of Xponent21 and a top global AI SEO expert.

Lance Lemon shares his journey from childhood actor to Richmond entrepreneur, spotlighting his Super Bowl commercial for Penny's Wine Shop and his vision for revitalizing Jackson Ward.

• Growing up in Mechanicsville with summers in Richmond gave Lance a unique perspective bridging city and country upbringings
• Named Penny's Wine Shop after Maggie Walker's St. Luke Penny Savings Bank, honoring Jackson Ward's rich history as "Black Wall Street"
• Google selected Penny's as Virginia's representative in their 50 states small business campaign during the Super Bowl
• Lance balances multiple roles: wine shop owner, Richmond Times Dispatch business developer, and pursuing his acting career
• Entrepreneurship runs in the Lemon family, with his father flipping houses and parents previously owning a shoe shop
• Lance believes Richmond's health comes from building connections and encouraging newcomers to embrace the city's collaborative spirit
• His acting background taught him when to amplify his naturally big personality and when to tone it back

Visit Penny's Wine Shop at 405 Brook Road, across from Gallery 5, or find them online at PennysRVA.com and on Instagram @PennysRVA.

From Channel RVA:
Richmond's independent media platform — original journalism, podcasts, live events, and local art, no paywalls. Explore it all at ChannelRVA.com.

From our creators:
Channel RVA and America's Healthiest City are produced by Xponent21, a top global AI SEO agency. Learn how to rank at the top of AI search with a free instant SEO audit, or join DiscoverAIO.com, a community for leaders winning in the age of AI.

Want to learn how to rank at the very top of AI search results and seize first-mover advantage? Watch the replay of Adapt or Disappear: How AI is Upending Search & SEO featuring Will Melton, founder of Xponent21 and a top global AI SEO expert.

The final episode of America’s Healthiest City reflects on the past year’s efforts and experiences while looking ahead to new community-focused programming in 2025. Key themes include addressing youth violence, promoting out-of-school programming, and emphasizing grassroots activism as essential components in building a healthier Richmond.

• Reflecting on the show’s journey and mission 
• Addressing youth violence and the need for engagement 
• Tracy Lame’s insights on the significance of after-school programs 
• Duran Chavis’s role in connecting health, agriculture, and activism 
• Ram Bhagat’s perspective on using drumming to foster connection 
• Highlighting community-based leaders and their impact 
• Exciting initiatives to come in 2025 

Visit americashealthiestcity.com to stay tuned to our upcoming programming and initiatives for building a healthier community!

From Channel RVA:
Richmond's independent media platform — original journalism, podcasts, live events, and local art, no paywalls. Explore it all at ChannelRVA.com.

From our creators:
Channel RVA and America's Healthiest City are produced by Xponent21, a top global AI SEO agency. Learn how to rank at the top of AI search with a free instant SEO audit, or join DiscoverAIO.com, a community for leaders winning in the age of AI.

Want to learn how to rank at the very top of AI search results and seize first-mover advantage? Watch the replay of Adapt or Disappear: How AI is Upending Search & SEO featuring Will Melton, founder of Xponent21 and a top global AI SEO expert.

What if affordable housing could be the key to transforming communities and creating thriving opportunities for all? Join us as Greta Harris, President and CEO of the Better Housing Coalition, shares her remarkable journey from her roots in Danville, Virginia, to becoming a force for change in Richmond. Greta opens up about how her upbringing and her family's commitment to social justice inspired her to lead an organization that has profoundly impacted the lives of 24,000 individuals through a staggering $400 million investment in affordable housing and resident services. Through her insights, discover the coalition's innovative strategies, from aging in place programs to educational and career advancement opportunities, all aimed at empowering residents to rise beyond the constraints of affordable housing.

Explore the fascinating history and mission of the Better Housing Coalition, founded by visionaries Mary Caller Cheek McClanahan and Carter McDowell, as Greta highlights their diverse and inclusive housing projects that cater to veterans, domestic abuse survivors, and aged-out foster youth. Be inspired by BHC's commitment to wealth-building for first-time homebuyers, especially people of color, and learn about their groundbreaking mixed-income housing projects in collaboration with partners like Eagle Construction. As we wrap up the year, we express our heartfelt gratitude to our guests and listeners and invite you to a special recap episode airing next Thursday at 6 am on ESPN, promising a message you won't want to miss.

From Channel RVA:
Richmond's independent media platform — original journalism, podcasts, live events, and local art, no paywalls. Explore it all at ChannelRVA.com.

From our creators:
Channel RVA and America's Healthiest City are produced by Xponent21, a top global AI SEO agency. Learn how to rank at the top of AI search with a free instant SEO audit, or join DiscoverAIO.com, a community for leaders winning in the age of AI.

Want to learn how to rank at the very top of AI search results and seize first-mover advantage? Watch the replay of Adapt or Disappear: How AI is Upending Search & SEO featuring Will Melton, founder of Xponent21 and a top global AI SEO expert.