“We don’t stop playing because we grow old, we grow old because we stop playing.”

-George Bernard Shaw

When the world hit pause – Kristi Herold pressed PLAY

Kristi’s vision is 1 million people PLAYING annually. 


Author, Speaker, Founder and CEO of JAM

Kristi Herold helps people connect through play and helps companies unlock profit through play and her vision is to get 1 million people playing annually.  She is the founder and CEO of JAM, one of the world’s largest adult recreational sports league providers as well as a team of PLAYmakers who help corporate cultures thrive.

In addition to her role at JAM, Kristi authored It Pays to PLAY – How Play Improves Business Culture, she consults companies on creating thriving workplace cultures and is a sought-after keynote speaker, delivering an important message about the power of PLAY. 

Kristi has been featured in Forbes and Fast Company, was named to the esteemed “Canada’s Top 100 Most Powerful Women”, was a top 3 finalist in the Canadian Women Entrepreneur Awards and is the proud recipient of the North American Sport & Social Industry Association’s “Industry Impact Award.”  JAM has been certified as a “Great Places to Work – Canada” as well as being named one of the “Best Remote Startups” to work for. And Kristi was awarded the Governor General’s “Queen’s Diamond Jubilee” in recognition of her contribution to giving back to community.

Kristi and her husband Dave have six kids – a real life “Brady Bunch” (and yes Dave’s last name is Brady). She is a proven connector and community builder and she has a passion for active living, travel, speaking and entrepreneurship.

About JAM

JAM has created lives, changed lives and saved lives, all thanks to the power of PLAY.  JAM sports is a multi-million dollar organization, and one of the largest adult recreational sports league providers in the world. JAM has connected millions of people from all walks of life, through play since its inception in 1996. JAM’s sports leagues operate in 12 different cities across Canada and USA.

When the pandemic paused sports, and employees that used to huddle around a watercooler to chit chat were all working from home, Kristi led JAM through a pandemic pivot, helping corporate teams to stay connected through playful corporate events when people needed it most. 

JAM has produced and delivered over 3500 corporate events, connecting hundreds of thousands of people through play in over 30 different countries since it’s inception. Today JAM offers a wide range of virtual, hybrid and in-person play-based team building and learning experiences designed to help corporate cultures thrive.  At JAM we strive to be the best part of your day.


Kristi is passionate about the power of PLAY for all ages, as well as giving back to her community. In 2019, Kristi and her team founded Keep Playing Kids, in order to help ensure children from lower economic communities have free access to organized sports regardless of gender, skill level or family income.

Keep Playing Kids is a national not-for-profit that provides FREE sports programs to children in our communities, helping to keep kids active.

By levelling the playing field, Keep Playing Kids gives all kids a chance to benefit from the positive power of PLAY and organized sports.