Richmond Strikers, Richmond Kickers Youth merge to form ‘United’ soccer club

RichmondUnited2

Richmond United CEO Jay Howell and Director of Soccer Leigh Cowlishaw unveil the club’s logo at Tuesday’s announcement. (Photos by Jackie DiBartolomeo)

Two of Richmond’s most well-known youth soccer clubs are merging.

Richmond Strikers and Richmond Kickers Youth announced at a Tuesday press conference they will be joining forces to become one club: Richmond United. 

The move will bring more than 10,000 players under the combined club, making Richmond United one of the largest youth soccer organizations in the country, officials said Tuesday. 

“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 levels,” Richmond United CEO Jay Howell said at the press conference. 

The two nonprofit clubs Strikers and Kickers Youth previously worked together to create Richmond United as a development program for top youth soccer players in 2014. Now, the two clubs are joining forces and rebranding completely under the Richmond United umbrella.

Howell, who previously served as the Strikers’ executive director, and Leigh Cowlishaw, former executive director of soccer for Kickers Youth, will lead the new Richmond United as CEO and director of soccer, respectively.

image001

The Richmond United logo.

Howell told BizSense that during the pair’s previous work on the initial incarnation of the Richmond United development program, they realized similarities between how the Strikers and Kickers Youth operated. 

“We started talking about, ‘How do we clear up the pathway for players? How do they work through the club in an efficient way?’… Our technical staff already all know each other, many of them played in the game together, and it sort of grew from there,” Howell said.

Cowlishaw told BizSense the unification will provide more comprehensive and personalized player development. The two clubs serve players ages 3 or 4 to 18.

“It’s not an acquisition, it’s not somebody stronger,” Cowlishaw said. “We are stronger together…we’re taking the best of the Strikers and the best of the Kickers.” 

While the Strikers and Kickers Youth have been rivals in the past, the consolidation of the two clubs’ resources and coaching staffs will create a stronger resource for players, Cowlishaw added. He predicted greater player access to both local and national tournaments under the unification. 

Screenshot 2025 01 21 at 4.22.53 PM

The new Richmond United uniforms, unveiled at the Jan. 21 press conference.

The newly minted Richmond United unveiled their new logo, club uniforms and color palette Tuesday. The new club’s brand will make its first appearance on the field in the fall 2025 season. 

This year marks the Strikers’ and Kickers Youth’s 50th and 25th anniversaries, respectively. 

Tuesday’s announcement comes on the heels of construction starting at the Strikers’ 42-acre Striker Park facility, where the soccer club is spending $5.5 million on a 10,000-square-foot office and storage building, along with two covered futsal courts and additional parking. 

The Strikers operated with $7.95 million in revenue and $8.29 million in annual expenses in 2023, and the Kickers Youth operated with $4.35 million in revenue and $3.51 million in annual expenses the same year, according to the clubs’ most recent public financial reports issued to the IRS.

RichmondUnited2

Richmond United CEO Jay Howell and Director of Soccer Leigh Cowlishaw unveil the club’s logo at Tuesday’s announcement. (Photos by Jackie DiBartolomeo)

Two of Richmond’s most well-known youth soccer clubs are merging.

Richmond Strikers and Richmond Kickers Youth announced at a Tuesday press conference they will be joining forces to become one club: Richmond United. 

The move will bring more than 10,000 players under the combined club, making Richmond United one of the largest youth soccer organizations in the country, officials said Tuesday. 

“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 levels,” Richmond United CEO Jay Howell said at the press conference. 

The two nonprofit clubs Strikers and Kickers Youth previously worked together to create Richmond United as a development program for top youth soccer players in 2014. Now, the two clubs are joining forces and rebranding completely under the Richmond United umbrella.

Howell, who previously served as the Strikers’ executive director, and Leigh Cowlishaw, former executive director of soccer for Kickers Youth, will lead the new Richmond United as CEO and director of soccer, respectively.

image001

The Richmond United logo.

Howell told BizSense that during the pair’s previous work on the initial incarnation of the Richmond United development program, they realized similarities between how the Strikers and Kickers Youth operated. 

“We started talking about, ‘How do we clear up the pathway for players? How do they work through the club in an efficient way?’… Our technical staff already all know each other, many of them played in the game together, and it sort of grew from there,” Howell said.

Cowlishaw told BizSense the unification will provide more comprehensive and personalized player development. The two clubs serve players ages 3 or 4 to 18.

“It’s not an acquisition, it’s not somebody stronger,” Cowlishaw said. “We are stronger together…we’re taking the best of the Strikers and the best of the Kickers.” 

While the Strikers and Kickers Youth have been rivals in the past, the consolidation of the two clubs’ resources and coaching staffs will create a stronger resource for players, Cowlishaw added. He predicted greater player access to both local and national tournaments under the unification. 

Screenshot 2025 01 21 at 4.22.53 PM

The new Richmond United uniforms, unveiled at the Jan. 21 press conference.

The newly minted Richmond United unveiled their new logo, club uniforms and color palette Tuesday. The new club’s brand will make its first appearance on the field in the fall 2025 season. 

This year marks the Strikers’ and Kickers Youth’s 50th and 25th anniversaries, respectively. 

Tuesday’s announcement comes on the heels of construction starting at the Strikers’ 42-acre Striker Park facility, where the soccer club is spending $5.5 million on a 10,000-square-foot office and storage building, along with two covered futsal courts and additional parking. 

The Strikers operated with $7.95 million in revenue and $8.29 million in annual expenses in 2023, and the Kickers Youth operated with $4.35 million in revenue and $3.51 million in annual expenses the same year, according to the clubs’ most recent public financial reports issued to the IRS.

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Brett Themore
Brett Themore
21 days ago

Aren’t the Kickers a Non-Profit. Not really sure how that works, but… that’s a million dollar, 23% profit in one year.

David Humphrey
David Humphrey
21 days ago
Reply to  Brett Themore

You can make a “profit” in a year, but it must be reinvested back into the organization within a certain amount of time. Imagine the are saving to do a large project. That money would not come up as an expense.

George MacGuffin
George MacGuffin
21 days ago

Youth football in Richmond has always suffered from what amounts to an incestual dynamic where the same coaches, the same footballing ideas, the same low-level expertise stifles rather than refines youth players as they go through these club’s revolving doors. Pay-to-play at its finest where parents are often left in a perpetual state of bargaining and seeking solace in their peers in a shared madness where they are spending thousands of dollars on club and hotel fees and hundreds of hours traveling in a year’s campaign. Very few may make it to a Division 1 program, virtually none will make… Read more »

Sean Martin
Sean Martin
20 days ago

George, you are a hater. Stop. The usmnt will continue to struggle. Maybe Pocchetino will change that. However youth soccer is flourishing. The Kickers and the Strikers are both great for the region. Both my kids play and it isn’t nearly the financial burden or the fiasco you make it out to be. They actually enjoy playing and we enjoy watching. Why don’t you head back to the pub and watch another “football match” on the tele.

George MacGuffin
George MacGuffin
20 days ago
Reply to  Sean Martin

Sean, when hasn’t youth soccer been “flourishing” in the U.S.? Your metric appears to hinge on mere participation levels.
What level are your children playing at? Not the highest as the commitment there is quite different from the glorified recreation programs the vast majority experience/tolerate. Lastly, with this device known as a smart or mobile phone, one may enjoy a football match at the pub and post to BizSense. BTW, Poch is perhaps the most overrated celebrated manager in modern history. Fitting indeed.

Last edited 20 days ago by George MacGuffin
Sean Martin
Sean Martin
20 days ago

Hate on, George! I’m willing to bet Jay Howell (leader, Strikers) and Leigh Cowlishaw (leader, Kickers) have forgotten more about soccer than you claim to know. But keep talking (or typing). lol.

Polgar Concertado
Polgar Concertado
20 days ago
Reply to  Sean Martin

US Youth soccer is geared to make money. It is not geared toward player development. It’s not really an argument.

And it’s fine if you like it. Middle and upper class parents are fine with that because the pay-to-play system gives their children a seat at the table and extends the dream of collegiate greatness (which as George correctly points out – almost never comes to fruition).

George MacGuffin
George MacGuffin
20 days ago

‘Tis why so many of the upper middle-class have abandoned football in the last decade or more for the sport of lacrosse. Less competition from lower socio-economic classes who prioritize sport (culturally) and Latino and black athletes who gravitate to or are becoming more prevalent in the sport. Lacrosse is perhaps the last sporting sanctuary for the well-heeled average white athlete, but their advantage there is now too eroding.

Roy Locker
Roy Locker
21 days ago

Oops. First foul: two colors of socks. Game day chaos will follow. Don’t ask me how I know … 🙂

Fred Squire
Fred Squire
21 days ago
Reply to  Roy Locker

And what a better way to start the year than to throw away all the old unis, warm ups and socks and now everyone gets to buy all new bags, gear, warm ups, away jerseys, home practice shorts, away gardening gloves and team cat leashes. I’d love to see the pencil out of just the profit on the mercantile sales alone. Someone is going to make some $.

Phill Keiper
Phill Keiper
21 days ago
Reply to  Fred Squire

Club kits are updated on a two-year cycle anyway. This merger coincides with that update. Agree about the additional sales.

Michael Morgan-Dodson
Michael Morgan-Dodson
20 days ago
Reply to  Phill Keiper

Two year club cycles also pretty meaningless in the world of kid’s growth anyways. 9 months tops and you have buy a new one anyways as they have outgrown it. And hopefully Richmond United of Virginia does not get confused with Richmond United of California.

Scott Brown
Scott Brown
20 days ago

Just asking, and no offense to other youth soccer clubs, but doesn’t this create a monopoly in the Richmond market?
If your child has the potential to play college soccer, you really don’t have a choice now. It’s RU, or your child will have to settle with lower level teams at lower level clubs in lower level competition. This makes it harder to be scouted.

Ariel lemus
Ariel lemus
19 days ago
Reply to  Scott Brown

Actually you have a point but if you’ve seen the player pathway if your npl you could get promoted to elite and from elite you have ecnl rl (regional) and from ecnl rl there ecnl which gives you a better opportunity with scouts and a bit higher chances of mls next with scouts watching. So actually your wrong sir.

Scott Brown
Scott Brown
14 days ago
Reply to  Ariel lemus

This is youth soccer. The parents are the consumer, not the players. The parents only have one club to choose from, was my point.

Ariel lemus
Ariel lemus
19 days ago

are these the recreational jerseys and what will the npl, ecnl rl, and elite jerseys look like?