ABOUT US
Our Vision: 1 million people playing
We believe that play makes for happier, healthier, more connected lives.
Kristi Herold
JAM Founder and CEO
Our Origin Story
In 1996, Kristi Herold moved to Toronto from small town Ontario. She was new to the big city and craving community.
Inspired by the social sports leagues she’d heard about in places like San Francisco, she picked up the phone, leaned into her entrepreneurial spirit and launched what was then the Toronto Sport & Social Club with 52 teams across five sports.
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From that first season, something magical happened: strangers became teammates, teammates became friends and friends became community.
For over 30 years, our core purpose of connecting people through play has never wavered. In fact, it has propelled us to grow into one of North America’s largest adult sports league networks, with tens of thousands of players in cities across Canada and the United States.​
We believe that more than ever our lives need play and we're committed to getting 1 million people playing annually.
Our Core Values
Take Pride in What You Do
Deliver What You Promise
Find a Better Way
Treat Everyone Like
Your Best Friend
Chase the Vision
Get Shit Done
These core values don't just live in a frame in CEO Kristi's office or show up as a pop quiz for new hires.
They genuinely guide how we aspire to show up every day for our players and each other.
We strive to be the best part of our players' day.
People join JAM leagues for all kinds of reasons.
JAM helps them stay active and healthy.
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JAM lets them try a new sport,
or return to a sport they've always loved.
JAM is great way for friend groups to
stay connected as life gets busy.
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JAM is a terrific way to meet new friends.
(Including friends that become life partner friends.)
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JAM helps them set aside whatever's on their mind
and just play.
