Jenny Karn

Jenny Karn is a research and insights leader at the Sports & Fitness Industry Association (SFIA), where she helps the sports and outdoor industry understand participation trends, consumer behavior, and the evolving landscape of active lifestyles in the U.S. At SFIA, Jenny supports the organization’s mission to grow participation in sports and fitness across the United States. She works across SFIA’s participation studies to help brands, retailers, event organizers, and governing bodies better understand evolving consumer behaviors, demographic shifts, and emerging opportunities that can expand access to and engagement in sports and outdoor recreation At TrailCon, Jenny will share insights from SFIA’s latest participation data, exploring how trail running is evolving, who is entering the sport, and what the industry should be watching next. Outside of her work at SFIA, Jenny is an endurance event enthusiast and avid trail runner.