January 21st, 2025  RICHMOND, VIRGINIA – In an unprecedented move, two of Virginia's most successful youth soccer clubs, the Richmond Strikers and Richmond Kickers Youth, today announced an alignment that will elevate the clubs' 10,000 players to the highest level of play and personal development. The union makes Richmond United one of the largest youth soccer clubs in the United States.  

"Our collaboration is a natural fit. We are stronger together – one dynamic club dedicated to elevating its players, coaches and the community to the highest level," Jay Howell, Richmond United's CEO, said at today’s announcement, attended by more than 300 local officials, community members and Richmond United staff.

CEO Howell, with Director of Soccer Leigh Cowlishaw, head up Richmond United's leadership structure which consists of leaders from both organizations who will run the club's day-to-day operations.

"Together, we bring more than 75 years of success, experience and expertise to youth soccer, making Richmond United the best, most experienced club in Virginia,” Cowlishaw said. “This is a pivotal step toward advancing the quality of youth soccer in our region and beyond.”

According to Cowlishaw, the integration of the clubs and consolidation of its best resources and superior coaching staff will build a stronger foundation for youth soccer and all sports, presenting players with the best opportunities both clubs have to offer. The united effort ensures that every player has a chance to reach their potential, regardless of their level of play.

Richmond United’s operating board was seated on Jan. 1 and will work alongside the club’s management team. “Combining the expertise and sophistication of these two clubs has been years in the making,” said board chairman John Mumford. “This union is a result of their mutual respect and making player experience a top priority.”

The nucleus of the new Richmond United is a set of Core Values: Respect, Innovation, Success, Excellence, Unity and Player-centric or as they have become known to the club and its members, “RISE-UP”.  Club leadership established these values which are vital to the organization’s success, player development and training.

“We prioritized the establishment of core values that place our kids and the community at the center. The energy and commitment behind our values moves us forward.” Howell said. 

Common goals and a vision provide all club members a pathway to higher levels of competitive play. Players will have increased access to top coaching talent and an unparalleled pool of expertise to provide superior guidance and mentorship.

“Our vision is aspirational. Richmond United stands to reach more families and make a significant impact in Virginia and beyond. Tying the clubs together allows for more comprehensive and tailored player development, alignment of training methods and philosophies and greater access to competitions, tournaments and showcases at both local and national levels. Players will benefit from a broader range of opportunities to display their skills,” Howell said.

As one club, Richmond United also is uniquely positioned to strengthen relationships with local schools, businesses and organizations, amplifying the club’s role as a cornerstone of community and economic development through sports.

The club’s formation is the most significant soccer expansion in Virginia history, positioning Richmond United to expand tournament opportunities as well as the Jefferson Cup series. This will contribute exponentially to the local economy at a scale and impact unmatched by any club in the commonwealth. 

A NEW BRAND

To solidify the collaboration and the new club, Richmond United has rebranded the organization with a new logo, a new look for all club uniforms, and a new color palette that incorporates the legacy colors of the Strikers and Kickers Youth clubs. The new brand will debut during the fall 2025/2026 season.

“Our new branding is the perfect showcase for our new club, and the wonderful way to build excitement, particularly for our players,” Howell said. “Our long-time sponsor, NIKE has been very supportive and engaged as we work with them to develop our new branded uniforms and gear for the 2025/2026 season.” 

“NIKE Soccer is proud to support Richmond United, a community that represents the power of teamwork, dedication and passion for the game. Together, we’ll continue to inspire the next generation of athletes, bringing people together and empowering them to reach their fullest potential on and off the field. At Nike, we believe in the power of sport and the strength of local communities, and we are excited to be a part of Richmond United’s journey toward greatness.”

Prior to becoming CEO of Richmond United, Howell served as executive director of Richmond Strikers, a position he held since 2013. He is a member of the Richmond United Executive Committee, chairperson of the Virginia Premier Soccer League (VPSL), and a member of the ECNL leadership team. He also serves on the Boys ECNL Board of Directors. He is a former collegiate soccer athlete, and collegiate and high-school soccer coach.

Cowlishaw is an English former footballer and coach. Before becoming director of soccer for Richmond United, Cowlishaw served as executive director of soccer for the Richmond Kickers Youth Club. Prior to that, he served as Head Coach of the Richmond Kickers Professional Club, successfully leading the team from 2000 to 2018 on the way to five Championships, six Finals and 276 victories.

Cowlishaw had been a part of the Richmond Kickers Professional team since its inception in 1993.  As a professional player with the Richmond Kickers, he scored 20 goals in 152 appearances while winning the USL League Championship and Lamar Hunt US Open Cup in 1995. A former college athlete, Cowlishaw was inducted into the University of Richmond Athletics Hall of Fame in 2001. In 1990, he was CAA Player of the Year and an All-American. He also was a three-time first-team All-CAA selection and a two-time Academic All-American.

For more information on Richmond United, visit https://richmondunited.com