The Sports Backers main site needed a full redesign from strategy to design to development. The main challenge of the redesign was creating a structure that would accommodate a variety events, meeting both the needs of the highly popular Ukrop’s Monument Avenue 10k (at the time) as well as smaller niche events like the Anthem Moonlight Ride. Beyond their events, the organizations mission and vision needed to be clear with a home for their important community programs.

From a technology perspective, administrators needed an easy way to keep the website up to date to ensure that participants had all the information they needed to feel confident before and during the event. Mobile web had just exceeded 50% market share worldwide, so responsive design was a must to provide a top quality brand experience.

At the time, this was a huge improvement and the exciting new design was a much better fit matching the energy of our client! Since our understanding of UX has evolved, there are things we would change (more on that later).

The Active RVA website was a product of a strong partnership with The Sports Backers, who sought an energetic platform to promote fitness in their community. Given the lack of initial content and the need for a vibrant, movement-focused design, a traditional approach wasn’t appropriate. Instead, we adopted an in-browser design process that allowed flexibility and close collaboration with our client. This dynamic method enabled the site to evolve organically, integrating client feedback and ensuring the design aligned with their vision every step of the way.

Key to this project’s success was the trust and cooperation between our team and The Sports Backers. Together, we embraced experimentation, leading to standout features like a background video that brought the concept of movement to life. The result was a responsive, engaging website that exceeded expectations and earned industry recognition, showcasing the power of genuine collaboration in achieving remarkable outcomes.

Jackie (Holt) Stoneburner
Sports Backers

COLAB delivered exactly what we were looking for with the Active RVA website. It’s clear and concise and will be a great tool for growing this brand in the community.

COLAB partnered with Sports Backers to create a dynamic and scalable website for their annual Movement Makers conference, which inspires leaders in the active living movement. With no prior website or brand materials to build from, the project required close collaboration to craft an adaptable platform that reflected the energy and purpose of the event.

Together, we focused on key needs like a flexible agenda layout, speaker profiles, event locations, and sponsor promotions. By designing the site in WordPress, we ensured it could easily handle future growth and evolving conference formats without extensive redesigns. This partnership resulted in a successful launch in 2017, with Sports Backers continuing to use and adapt the site seamlessly for subsequent conferences—showcasing how collaborative efforts can deliver lasting value.

Dominion Energy Riverrock is the nation’s largest outdoor sports and music festival. The unusual mix brings spectators and participants to Brown’s Island in Richmond, VA for a three-day festival just off of the downtown riverfront. The objective of our work was to improve design, UX, and content management.

Through a redesign, we established a stronger brand, communicated more effectively through a new IA and navigation, and improved the calendar experience on event day (for mobile most importantly). The website is long term and has allowed easy operations for our partners in marketing each year.

Having experienced significant growth, the Richmond Marathon need a new website that was representative of the moniker “America’s Friendliest Marathon.” We consolidated two additional websites: the Marathon Training Team and Half Marathon Training Team. There were several objectives with the redesign to support the increase in size and maturity of the race.

• Increasing Conversions – Highlight key race information and enable racers to register with ease
• Foster Education – Enable visitors to easily find information about the event, race weekend, training teams and associated benefits of participating
• Improve Operational Efficiency – Create a flexible, easy-to-use content management system to allow the marketing team to enter and present a variety of content in user-friendly format

Since the launch of the redesigned website the race has seen significant growth. The website has scaled effectively alongside the marketing team.

During the COVID-19 pandemic, Sports Backers shifted their focus from traditional in-person events to virtual formats, while continuing to promote their mission of fostering a healthier, more active Central Virginia. They adapted by organizing virtual events like the Great American 5,000 and the Great European 2,500, allowing participants to engage in physical activities safely.

Their signature event, the Monument Avenue 10k, was reimagined to accommodate social distancing, with participants running independently at designated parks over several days. Likewise our role was adapted to concentrate on essential support, ensuring that the websites stayed online thereby allowing our client to focus on their mission during this challenging time.

Sports Backers was ready to promote their transformative project aimed at creating a 43-mile trail in Central Virginia. This trail will serve as a north-south spine for the region’s active transportation network, connecting seven localities: Ashland, Hanover, Henrico, Richmond, Chesterfield, Colonial Heights, and Petersburg. The initiative is designed to enhance active living by providing infrastructure that supports walking, running, and biking, thereby promoting health, safety, economic development, and sustainability.

The Sports Backers team conceived the Fall Line trail concept in 2017. They collaborated with local governments, VDOT, and other organizations to manage and coordinate the trail’s development. Their efforts include maintaining the trail’s website, organizing events, and encouraging community involvement and funding. The trail is expected to significantly impact the region by making active living more accessible and fostering a vibrant community culture around physical activity.

Eleven years after the redesign’s launch in 2013, the Sports Backers team is ready for a fresh look representing the significant progress and evolution over the previous decade. Our teams are working together to redesign the site for a launch in 2025, making this the 7th full build we’ve completed.