What Live Red Foundation does

Live Red Foundation is a 501(c)(3) nonprofit founded in 2018 by Michael Harlow and headquartered in Richmond, Virginia. The organization provides free youth fitness programs to children ages 5-18 in low-opportunity neighborhoods across the Richmond metropolitan area, with a stated mission of teaching eight core life skills (goal setting, empathy, self-belief, mindfulness, self-control, positive risk taking, resilience, and honesty) through physical activity. As of 2021, the foundation reached over 5,500 children through 100+ programs, and currently empowers over 7,000 participants annually across all 22 identified low-opportunity neighborhoods in Richmond. The organization is governed by a six-member board and operates with 1-10 employees, supplemented by a network of volunteer coordinators and a Program Coordinator.

The foundation funds its mission through a tiered revenue model comprising corporate sponsorships (ranging from $250 race-level sponsorships to $20,000 platinum year-long macro sponsorships with naming rights), individual tax-deductible donations processed through a Humanitru donation portal, and race event registration fees. Its product portfolio consists of a premier adult and youth race series spanning triathlons, duathlons, aquabikes, and mile runs, headlined by the East Coast Triathlon Festival (one of five USAT Junior Nationals Series qualifiers and host of athletes from 40+ US states and 5 countries), the Regency Mile (the largest timed youth road race in Richmond for 16+ years), the RVA Sprint Triathlon, VA Super Triathlon, Robious Landing Triathlon (host of an NCAA Collegiate Cup), RVA Splash & Dash, West Creek Duathlon, Innsbrook Mile, and Outdoor Fest Run. Technology infrastructure is limited to standard third-party race registration platforms (RunSignup, TriSignup, GetMeRegistered) and the organization's website, with no proprietary technology platform.

Live Red's go-to-market is event-driven: race events serve as the primary acquisition mechanism for individual participants, corporate sponsors, and donors, while also generating direct registration revenue. The organization holds strategic sanctioning partnerships with USA Triathlon and the NCAA, and operational partnerships with Endorphin Fitness (the founder's parallel coaching business, which co-locates at the headquarters address for packet pickup) and The Salvation Army. Annual program reach has grown from 5,500 children in 2021 to 7,000+ participants, and the foundation has continued to add new race formats and sanctioned designations through 2026, indicating steady programmatic expansion within a single metropolitan geography.

Name

Live Red Foundation

Legal name

Live Red Foundation

Website

https://livered.org

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Live Red Foundation is a Richmond, VA-based 501(c)(3) nonprofit that provides free youth fitness programs to children ages 5-18 in 22 low-opportunity neighborhoods, funding operations through corporate sponsorships, donations, and a premier adult and youth race series.

Ownership category

akta.pro rank

Product category

Youth Community Fitness Non-Profit Services

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (713940)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

akta.pro secondary industries

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Physical Activity & Motor Development Programs (Health-Focused) (EDACAMAI)

Keywords

• Youth fitness programs
• Community race events
• Nonprofit fitness fundraising
• Youth life skills education
• Multisport event series

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Corporate Sponsorships: Corporate sponsors fund specific races, programs, or year-long macro sponsorships in exchange for logo placement, event signage, email marketing inclusion, social media mentions, booth presence, and speaking opportunities at events. Sponsorship tiers range from $250 for individual race donations to $20,000 for platinum year-long race series naming rights.
2. Individual Donations: Tax-deductible donations from individuals are solicited via the organization's website and at events. Donations fund free fitness programs for children in low-opportunity communities and can be made through the organization's donation portal.
3. Race Event Registration Fees: Registration fees for adult and youth races (triathlons, duathlons, aquabikes, mile runs) generate revenue. USA Triathlon membership may be required for participants. The organization also offers a Live Red Race Series scoring system for participants completing multiple races annually.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Live Red Foundation provides free youth fitness programs that teach eight core life skills (goal setting, empathy, self-belief, mindfulness, self-control, positive risk taking, resilience, and honesty) to children ages 5-18 in low-opportunity communities in Richmond, VA. These programs are funded through a premier adult and youth race event series, including triathlons, duathlons, aquabikes, and mile runs, supported by corporate sponsorships and individual donations.

Product overview

Live Red Foundation operates as a 501(c)(3) non-profit organization offering a unified portfolio centered on free youth fitness programs and a premier race series. The core offering is its Youth Fitness Programs, which teach eight life skills to children in low-opportunity communities through free physical activity sessions. This mission is funded through a portfolio of race events including the East Coast Triathlon Festival (multi-sport festival with triathlon, duathlon, and running events), VA Super Triathlon (unique five-mini-tri format), RVA Sprint Triathlon (pool-based sprint triathlon), Robious Landing Triathlon (featuring NCAA Collegiate Cup), Regency Mile (largest timed youth road race), Innsbrook Mile (festival opener), Outdoor Fest Run (including Canicross), RVA Splash & Dash (USAT youth series), and West Creek Duathlon & 5K. Supporting offerings include donation programs, corporate sponsorships at multiple tiers, and volunteer opportunities. The organization serves all 22 identified low-opportunity neighborhoods in Richmond, VA and empowers over 7,000 participants annually.

Differentiator

Problem solved

Functional benefit

Products and services

• Youth Fitness Programs Free fitness programs for children ages 5-18 in low-opportunity communities that teach eight core life skills (goal setting, empathy, self-belief, mindfulness, self-control, positive risk taking, resilience, and honesty) through physical activities. Programs are offered at no cost to children or partner organizations.
• East Coast Triathlon Festival A multisport festival featuring multiple races for youth and adult triathletes, duathletes, and runners, including draft-legal races, youth elite races, and a 2-person mixed relay. Serves as one of 5 USAT Junior Nationals Series qualifiers and draws athletes from over 40 US states and 5 countries.
• VA Super Triathlon A unique sprint triathlon format broken into five mini triathlons (125m swim, 2.4mi bike, 1k run) completed back-to-back, offering a distinctive spectator-friendly multi-sport experience.
• RVA Sprint Triathlon Richmond's only pool sprint triathlon featuring triathlon, duathlon, and aquabike options for adults, plus a beginner-only race and youth Splash & Dash.
• Robious Landing Triathlon Sprint-distance triathlon at Robious Landing Park featuring NCAA Collegiate Cup draft-legal racing, youth races, and triathlon/duathlon/aquabike options.
• Regency Mile The largest timed youth road race in Richmond (formerly Short Pump Mile), offering youth and adult races with proceeds funding free fitness programs and local school PE departments.
• Innsbrook Mile An evening mile race for all ages that serves as the opening event of the East Coast Triathlon Festival, featuring a closed-course out-and-back format.
• Outdoor Fest Run A family-friendly event featuring Richmond's first Canicross race (person and dog running together), dog-friendly 5K, and kid's mile as part of Chesterfield Outdoor Fest.
• RVA Splash & Dash A USA Triathlon national series event providing a fun, safe introduction to multisport for kids and adults featuring individual races and adult-child relays with a slippy-slide finish line.
• West Creek Duathlon & 5K Early-season winter race featuring adult/junior draft-legal and non-draft duathlons, youth duathlon, and 5K for all ages on a closed multi-loop course.
• Corporate Sponsorships Multi-level sponsorship opportunities (Race Sponsor, Program Sponsor, Macro Sponsorship with Bronze/Silver/Gold/Platinum tiers) funding events and free fitness programs in exchange for logo placement, event signage, email marketing inclusion, social media mentions, booth presence, and speaking opportunities.
• Donation Programs Tax-deductible donation options enabling supporters to fund free youth fitness programs and create change through fitness in low-opportunity communities.

Quantifiable outcome

• 30.1% child poverty rate in Richmond; children in low-opportunity neighborhoods are 84% more likely to live in poverty as adults and have a life expectancy 6 years shorter.
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core and minor.

• USA Triathlon (USAT)coreStrategic or Co-development PartnerUSA Triathlon sanctions Live Red Foundation's race events. Several events serve as USAT Junior Nationals Series qualifiers and USAT VA-MD Youth Series races. USAT membership is required for race participants. This partnership provides official sanctioning, rankings, and access to the USAT athlete community.
• Endorphin FitnesscoreStrategic or Co-development PartnerFounded by Michael Harlow in 2005, Endorphin Fitness is the coaching partner for Live Red Foundation events. EF provides triathlon coaching, Beginner Triathlon Guides, and bike shipping services. Packet pickup for several events is held at the Endorphin Fitness location (8910 Patterson Ave). Endorphin Fitness also refers athletes to Live Red races and shares the 'Be More – Live Red' philosophy.
• Adobe ExpressminorGTM or Marketing PartnerAdobe Express is listed as a sponsor/logo on the Live Red Foundation website, indicating marketing or promotional support.
• ZenBusinessminorGTM or Marketing PartnerZenBusiness is listed as a sponsor/logo on the Live Red Foundation website.
• Synergy TechnicalminorGTM or Marketing PartnerSynergy Technical appears as a sponsor across multiple events, including RVA Splash & Dash, East Coast Triathlon Festival, and other races.
• Good FeetminorGTM or Marketing PartnerGood Feet (Richmond, VA location) is listed as a sponsor across multiple Live Red Foundation events.
• Richmond Family MagazineminorGTM or Marketing PartnerRichmond Family Magazine is a sponsor across multiple Live Red Foundation events, providing community marketing and visibility.
• Chiro-Guys RVAminorGTM or Marketing PartnerChiro-Guys RVA is a sponsor across multiple Live Red Foundation events.
• BRS DentistryminorGTM or Marketing PartnerBRS Dentistry is listed as a sponsor across multiple Live Red Foundation events.
• Endorphin FitnessGTM or Marketing PartnerEndorphin Fitness is listed as a sponsor/logo partner across multiple events.
• Goddard School (Ashland, VA)minorGTM or Marketing PartnerGoddard School of Ashland, VA is listed as a sponsor across multiple Live Red Foundation events.
• West Charitable FundminorGTM or Marketing PartnerWest Charitable Fund appears as a sponsor for multiple events including the RVA Splash & Dash and East Coast Triathlon Festival.
• Sharp Family FoundationminorGTM or Marketing PartnerSharp Family Foundation appears as a sponsor for multiple events including the RVA Splash & Dash, East Coast Triathlon Festival, and other races.
• Chesterfield Outdoor FestcoreStrategic or Co-development PartnerLive Red Foundation partners with Chesterfield Outdoor Fest to host the Outdoor Fest Run event at the Chesterfield County Fairgrounds, expanding reach and community engagement.
• RunSignupcoreTechnology or IntegrationRunSignup is the primary race registration, results, and volunteer management platform for Live Red Foundation races including the Regency Mile and multiple triathlon events.
• The Salvation ArmyminorStrategic or Co-development PartnerThe Run For Hope 5k & 1 Mile Fun Run is a partner race that benefits The Salvation Army's Red Shield Youth Center and programs in the Church Hill area of Richmond, VA.
• NCAAcoreStrategic or Co-development PartnerThe Robious Landing Triathlon is one of only 7 national NCAA Collegiate Cups — a draft-legal sprint-distance triathlon specifically for NCAA Collegiate women, hosted by Live Red Foundation.
• PR Run & WalkminorGTM or Marketing PartnerPR Run & Walk provides $75 gift cards for fastest runners at multiple Live Red Foundation races and is a race sponsor for the Robious Landing Triathlon and other events.
• Niagara WaterminorGTM or Marketing PartnerNiagara Water is listed as a sponsor/logo partner across multiple Live Red Foundation events.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Girls Inc. National nonprofit delivering youth development programming — including sports and physical wellness — to underserved girls. Comparable on mission and donor base, broader than LRF on programming breadth, and competes for the same corporate/foundation sponsorships.
• Boys & Girls Clubs of America: Largest national nonprofit youth development organization, with physical-activity programming as one of many service pillars. Overlaps LRF on target population and youth-development mission but is far broader in scope and serves as a major competitor for sponsor and donor dollars.

Regional players

• YMCA of Greater Richmond: Local-market peer offering youth fitness, swim, and sports programming across the same Richmond metro as LRF, including for low-income families via financial assistance. Direct geographic competitor for participants, families, and local sponsors in LRF's home market.

Direct peers

• Girls on the Run International: Nonprofit delivering running-based curricula that teach social-emotional and life skills to pre-teen girls in underserved and broad communities. Closest direct analogue to LRF in combining youth development outcomes with race-event-based funding and an explicit life-skills curriculum.
• Back on My Feet: Nonprofit that uses structured running programs, residential community partnerships, and life-skills curriculum to drive self-sufficiency among underserved populations. Highly comparable social-mission-plus-fitness model to LRF's youth focus.
• Students Run LA: Nonprofit pairing low-opportunity LA youth with adult mentors to train for and complete a marathon, simultaneously addressing physical fitness and youth development. Direct analogue in mission, target population, and event-anchored program design.
• Team for Kids (NYRR): NY Road Runners' youth development program that funds free running-based youth services in NYC schools via race-event proceeds — structurally the same event-funded, school-partnered model as LRF, but at much larger scale.
• Students Run DC: Washington DC counterpart to Students Run LA — nonprofit using marathon/race training as the engagement vehicle for at-risk youth and adult-mentor relationships. Same operating concept as LRF in a different metro, making it a strong comparative peer.

Others

• IRONMAN: Global commercial operator of mass-participation triathlon events that shapes the competitive landscape LRF enters (e.g., East Coast Triathlon Festival). Commercial peer rather than nonprofit peer, relevant for event-format benchmarking and athlete-attention competition.
• USA Triathlon: National governing body that sanctions LRF's races and operates its own national championship and youth-development pipeline. Not a direct competitor (it is LRF's sanctioning partner) but defines the ecosystem in which LRF's triathlon products compete for participants.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/live-red-foundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Live Red Foundation