Kristi Herold

Founder & CEO, JAM

Kristi helps people connect through play and helps companies unlock profit through play.

Her vision is to get 1 million people playing annually.


Kristi is the founder and CEO of JAM a multi-million dollar global business that has connected millions of people through play since its inception – one of the largest adult recreational sports leagues in the world.
When the pandemic shut down recreational sports, and employees that used to huddle around a watercooler and talk at lunch were all working from home, Kristi completely pivoted her business, helping corporations improve their culture through fun and playful corporate events delivered virtually. The JAM team has produced and delivered over 3500 playful corporate events globally. Kristi and her team of culture catalysts also consult with organizations to help create fun, thriving workplace cultures.

Kristi is a passionate speaker on the power of PLAY and the importance of healthy business culture, she is a best-selling author, recently releasing her book “It Pays to PLAY – How Play Improves Business Culture“.

  • In 2020, Kristi was named to the esteemed “Canada’s Top 100 Most Powerful Women” and was a top 3 finalist in the Canadian Women Entrepreneur Awards.
  • In 2022, JAM was awarded “Canada’s Most Admired Culture” award, and named to the ““Best Workplaces Managed by Women” list, and they are certified as a “Great Places to Work – Canada”.
  • Kristi was awarded the Governor General’s “Queen’s Diamond Jubilee” award in 2009, in recognition of her contribution and giving back to the community.