Hi, I’m Crista!

Innovator | Researcher | AI Strategist | Outdoor Advocate

With over two decades of experience spanning academic and market research, product development, and community building, I bring a unique blend of entrepreneurial spirit and future-focused strategy to my work. I specialize in helping organizations make sense of complexity—turning insights into action through data-backed research and thoughtful storytelling.

I began my career as an academic researcher exploring topics like flow, well-being, and motivation—foundations that continue to shape my human-centered approach to designing tools, products, and communities that thrive. In 2015, I founded Dirtbag Runners, growing it into a global, values-driven brand and community of 150,000+ runners. Along the way, I partnered with brands like Patagonia, REI, and Adidas to create sustainable trail running apparel and host meaningful outdoor experiences that connect people to nature and each other.

Today, I work as a Consultant at Propeller, where I lead AI and research-related initiatives, guide cross-functional teams, and advise clients on how to harness AI and emerging technologies—always with a strong grounding in empathy, ethics, and impact. My work spans industries, from tech and education to philanthropy and retail, and often includes coaching teams on research best practices, insight communication, and strategic experimentation.

I’m also a published researcher and public speaker, passionate about equity in community and making advanced tools more accessible, inclusive, and empowering. Whether I’m analyzing sentiment data, mapping employee experiences, or mentoring rising researchers, I’m driven by one question: How can we build a better future by listening deeply to people today?

When I’m not working, I love hiking, being outdoors, riding bicycles with my husband Michael around Portland, Oregon, thrift store shopping, gardening, cooking, hiking, photography, and playing with our miniature dachshund, Penny.