Hi, I’m Crista

I bring over 20 years of experience in business innovation, product development, and community building, with a deep passion for leveraging technology to enhance outdoor experiences. My career began as an academic researcher, where I explored topics like flow, sports science, and well-being—insights that have since shaped my approach to creating user-centered products and vibrant communities.

In 2015, I founded Dirtbag Runners, an online and in-person global community that grew from a small social network into a successful eCommerce business, event company, and community of over 150,000 runners worldwide. Collaborating with leading outdoor brands like Patagonia, REI, and Adidas, I used technology to create immersive digital experiences and foster authentic connections between people and nature.

After successfully scaling my business, I transitioned into education as a Content Marketing Manager and Adjunct Instructor at Portland State University, where I taught digital marketing strategy and guided students in exploring the latest trends and technologies.

Currently, as a Consultant at Propeller, I specialize in Qualitative, Consumer and Market Research. I mentor consultants across various industries, with a special focus on AI integration, consumer insights, and user experience. I work closely with clients, helping them leverage AI and emerging technologies to innovate and future-proof their business strategies.

As a researcher, strategist, and community builder, I’m passionate about creating impactful solutions that drive both business growth and outdoor exploration. I thrive on collaboration and am excited about opportunities that combine technology, user experience, and the outdoors.

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, rollerskating and playing with our miniature dachshund, Penny.