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Connecting People
Through Play

Our Story

We’re on a mission to get 1 million people playing!

For over 25 years, our purpose has been connecting people through play. In 1996, CEO Kristi Herold founded the Sport & Social Group. Now JAM Group, we get adults playing and connecting through recreational sports. Today, JAM Sports operates in 11 cities in Canada and the US, offering sports like: beach volleyball, softball, basketball, dodgeball, floor hockey, soccer, flag football and more.

In 2020, when the global COVID-19 pandemic shut down our sports leagues, a new business was born. JAM Events emerged as a way to help people connect through play at work during a time when they needed it the most. As businesses grappled with ways to keep their remote teams engaged, JAM Events offered a way for people to laugh and connect no matter where they were.

Since 2020, JAM has hosted thousands of laugh-infused team-building events around the world including Canada, USA, UK, Belgium, France, China, India, Philippines, Turkey, Nigeria and Thailand.

Today, JAM Events offers a wide range of virtual and in-person play-based team building and learning experiences designed to make work groups awesome. At JAM, we strive to be the best party of your day.

Meet CEO Kristi Herold

JAM CEO Kristi Herold's connects people through play. 

Headshot of Kristi Herold. She's smiling and wearing a jean shirt.
JAM CEO Kristi Herold

JAM CEO Kristi Herold is passionate about the power of PLAY and the importance of healthy business culture. She recently authored her first book “It Pays to PLAY – How Play Improves Business Culture”, launching in fall 2022.

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. She is the proud recipient of the North American Sport & Social Industry Association’s “Industry Impact Award.” In 2009, Kristi also received the Governor General’s “Queen’s Diamond Jubilee” award in recognition of her contribution and giving back to the community. JAM has been certified as a “Great Place to Work”.

Kristi shares her expertise on culture and play with many organizations every year.

Get in touch to book Kristi to speak with your team.

About Keep Playing Kids

Keep Playing Kids logo - Connecting kids through sports

Keep Playing Kids is a not-for-profit organization that provides children with access to organized sports regardless of family income, gender or skill level.

When we connect kids through sports, it gives communities a chance to benefit from the positive power of play.

Discover how you can make a positive impact with Keep Playing Kids.