By Amy DiTommaso

An RIDC Champion is someone who is actively doing the work of the mission and vision of our organization and is a living example of the goals we have.

Our next champion is Vanessa Peralta-Mitchell. She is a run coach, and an advocate for women who in the running space, is redefining the running industry and bringing in a wave of much-needed change to what running leadership looks like. We spoke to Vanessa about starting Game Changers and what’s up next for her as she continues to work hard to promote and bring in the diverse coaches we need in our running world.

Running Industry Diversity Coalition (RIDC): Please tell us how and when the Game Changers program came to be.

Vanessa Peralta-Mitchell (VPM): The Game Changers program provides resources and funds for women of color (WOC) to become certified run coaches, thus redefining who is seen as the experts and leaders in the run industry. I found this nationwide program in the fall of 2020.

In becoming a certified run coach, I realized there was not a lot of diversity among industry leaders, and although there was an abundance of WOC runners [at that time], there weren’t many at the expert table. Without representation in leadership, it was as if the expertise of WOC wasn’t seen, heard, or valued, and it became apparent that it was time to change the game. It was time that WOC no longer waited their turn for their voices to be heard.

Coaching is a powerful tool for recognizing experts and leaders in the running industry, and Game Changers is at the forefront—89.5 percent of Game Changers have gained confidence as a run coach, as result of the program. And the ripple goes beyond running, as 68 percent have gained confidence in other areas of their life too. (Game Changers data analysis by Dr. Courtney Boucher, assistant director for research and programming at the Tucker Center for Research on Girls and Women in Sport.) There are three main components to the program: funds for running coach certification, mentorship by fellow WOC coaches, and business coaching to support how each coach envisions using their certification.

We see coaching as a vehicle for industry change, and Game Changers are not only training runners to their finish lines but also speaking at conferences, leading industry workshops, being interviewed on podcasts, and overall changing who’s seen on the mic, in front of the room, who’s cited as go-to sources, and overall who’s leading the way.

RIDC: What do you find most inspiring about the program?

VPM: What is most inspiring about the program is the profound impact it is having both at the community level and the industry level. It’s more than coaching, we are changing lives. We are empowering women of color in making the leap from community runners to industry leaders, all while driving the message of accessibility not only to running but also to running leadership.

Our program aims to break barriers and create opportunities for women of color in the running industry. By providing coaching, mentorship, and support, we are equipping fellow WOC with the skills and knowledge needed to thrive in leadership roles.

The impact of our program goes beyond just running. We are not only transforming the lives of individual participants but also creating a ripple effect in their communities. As these women of color rise to leadership positions, they become role models and advocates for others who aspire to break free from the limitations imposed on them. Together, we are building a more inclusive and diverse running community where everyone feels seen, heard, and empowered.

With each milestone achieved by our Game Changers, we are reminded of the power of resilience, determination, and support. We celebrate their successes and continue to work toward bridging the gap between community running and industry leadership. Our program is a testament to the strength and capabilities of women of color, and we are honored to be part of their journey toward success and representation in the running world.

RIDC: Where do you see successes and/or areas in need of improvement in the fitness industry when it comes to the inclusion of the female BIPOC community?

VPM: When it comes to the inclusion of the female BIPOC community, I would encourage brands and businesses to acknowledge who’s in their decision-making rooms, especially when the subject is diversity. To truly foster inclusivity, it is essential to have diverse voices and perspectives at the table. By actively seeking out and amplifying the voices of female BIPOC individuals and members of other underrepresented groups, brands and businesses can ensure that their decisions and actions reflect a more accurate representation of the communities they serve or seek to serve.

For those in the industry as runners, walkers, and movers, I would encourage all to look at who you’re getting your information from. If your go-to expertise is more of the same, then that signals an opportunity to expand who you see as go-to run experts. Embracing a diverse range of perspectives not only enriches our knowledge base but also creates opportunities for greater innovation and inclusivity. Need help finding diverse experts? Check out @vcpmitchell on Instagram for the Female Coach L.E.A.D. (Leveraging-Educating-Amplifying-Diversity) drop-in sessions with women of color certified run coaches as we redefine experts in the run industry by focusing on each coach’s specialty. These occur on the sixteenth of the month, in honor of our original 16 Game Changers, and we have topics covering coaches, athletes, business, and Community.

RIDC: What hurdles (if any) have you overcome to become a leader in the running industry? What helped you achieve this?

VPM: My own limiting beliefs have been my biggest hurdles in becoming a leader in the running industry. How you see yourself is how others will see you. But it’s a journey . . . a consistent one in which you chip away at any doubt or fear about what you can accomplish. It certainly hasn’t been an overnight thing for me. Being shy, making myself fade to the background, and not daring to share my voice were all part of who I was growing up. But I had to acknowledge where all that comes from. My parents came here from Ecuador, and being a voice for my Spanish-speaking mom in spaces and places made me want to shy away from us being different. Yet it was in those moments, when my mom would speak up for us, for herself and her intelligence, it was in those moments that I first witnessed advocacy and someone boldly taking up space. So when I have those limiting belief moments now, I think about who I represent. I represent my mom, myself, and a whole force of women of color that is Game Changers, so how dare I not show up because when I do, I represent us all. And this doesn’t mean that limiting beliefs completely dissolve, it means I get better at not letting those thoughts define who I am and how I show up.

RIDC: Please share a joyful story/moment that highlights the work you are doing.

VPM: We [Game Changers] recently had our first official meetup at The Race in Atlanta, Georgia, where coaches from thirteen different states across the country came together, most meeting for the first time in person since the program started in 2020. It was a beautiful weekend of community and connection that included five Game Changers taking the podium in the 5K and the half marathon, a photo shoot sponsored by Brooks, community service with Back on My Feet, and the debut of our Game Changers Coaches Panel at the race expo. The panel was a true moment of reflection. Back in 2020 we were looking for WOC certified run coaches for the “All Women’s Run Panel” created by VCPM, Inc. We couldn’t find many, and as a result the Game Changers program was born. Fast-forward to having our Game Changers coaches panel this year—it is truly a testament that we are now the thing we were searching for. And the best part is that we are taking our diverse expert panel into 2024 to expos across the nation!

RIDC: What are some upcoming events/happenings you have? How can we help promote the awesome work you are doing?

VPM: We work with brands and businesses that are just as bold as we are in making change in the industry and have been working with Brooks as our Presenting Sponsor since 2022. Thanks to Brooks, we are in the midst of distributing over 500 pairs of shoes to 22 coaches in Alabama, California, Florida, Georgia, Illinois, Maryland, New Jersey, New York, Oklahoma, Pennsylvania, Tennessee, Texas and Virginia. Our coaches are gifting the joy of movement and changing the game for others nationwide.

If you’d like to support, we welcome all to visit www.vcpm.com/game-changers and promote our mission, check out our diverse experts at www.vcpm.com/l-e-a-d, or reach out to your favorite signature race and request our Game Changers Coaches panel at their expo. You can also follow along on IG @vcpmitchell about all things VCPM, Inc. or sign up for emails at www.VCPM.com.

Know someone who is an RIDC Champion? Reach out to amy@runningdiversity.com and share them with us!

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