About
On day six of a grueling 2,200-mile hike along the Appalachian Trail, Kelly Joy Hays was forced off the path by a medical emergency that required surgery for an ovarian cyst. Weeks later, she returned. A fellow hiker, "Lost and Found," gave her a trail name that would become the foundation of her brand: "9 Lives," signifying she had used one life and had eight to go. This narrative of resilience is the engine of a digital enterprise built by the thru-hiker, dietician, and former Division I athlete from Conway, Arkansas. Since launching her YouTube channel in 2020, Hays has documented her life on America's longest trails and on the road in her camper van, cultivating an audience of over 154,000 subscribers and strategically evolving her brand far beyond the confines of the hiking niche.
Kelly Hays: History and Growth
Kelly Hays's public persona is rooted in a history of disciplined athletics. A competitive basketball player, she spent two years on the court for the University of Central Arkansas, a mid-major Division I program. Her athletic career, however, was cut short by a severe knee injury, an event she credits with forging the discipline and mental toughness essential for her later endeavors as a long-distance hiker. After her basketball career, she pursued a profession as a dietician.
On January 3, 2020, Hays established the YouTube channel that would become the centerpiece of her career. Her breakout moment arrived during her 2021 thru-hike of the Appalachian Trail. The vlog series from this journey, punctuated by the dramatic narrative of her emergency surgery and triumphant return to the trail, resonated with a growing audience and cemented her place in the online hiking community.
Following the Appalachian Trail, Hays diversified her content. In 2022, she attempted a thru-hike of the Pacific Crest Trail (PCT) but announced in a video that she was leaving the trail early, pivoting her content to focus on van life and other adventures. She successfully completed a thru-hike of the Florida Trail in the winter of 2022-2023. By 2024, she was embarking on her most ambitious trek yet: the Continental Divide Trail (CDT), the third jewel in the "Triple Crown" of American long-distance hiking. Simultaneously, Hays has expanded her athletic pursuits into ultramarathons, placing 3rd in her division at the Ozark Highlands Endurance Run (50K) in March 2024 and registering for the Davids Trail Endurance Run (25K) slated for January 2025.
Kelly Hays Content and Style
Hays's content began with a singular focus: documenting the day-by-day reality of thru-hiking. Her style is defined by a personal, direct-to-camera approach, blending scenic footage of the American wilderness with detailed information about gear, logistics, and the internal monologue of a solo hiker.
A strategic evolution is evident in her content pillars. Thru-hiking remains the foundation, but the introduction of "van life" created a crucial bridge, allowing her to maintain a nomadic, adventure-based identity between physically demanding treks. The most significant pivot began in late 2023 with the purchase of a remote, unfinished cabin. This "Cabin Project" series introduced themes of homesteading, off-grid living, and DIY renovation, tapping into a vast and engaged YouTube audience beyond the outdoor community. This diversification reduces the risks of a career dependent on extreme physical endurance and opens her brand to new categories of sponsors, from home improvement companies to tool manufacturers.
How Kelly Hays Makes Money
Behind the unfiltered vlogs lies a well-structured, multi-platform business. A strong indicator of her professionalization is the use of [email protected] for business inquiries, signaling representation by an influencer marketing agency that likely negotiates her high-value brand deals. A separate email, [email protected], is designated for PR and product gifting.
Her revenue streams are diversified. Direct brand sponsorships are a primary income source, with integrated promotions for companies like Thrive Market, LMNT, Wild Refill Deodorant, Opera Browser, TORRAS, and GRECELL portable power stations. This is layered with an extensive affiliate marketing program, including a curated Amazon Storefront and partnerships with outdoor brands like Zpacks and Waymark Gear Co. She also publishes detailed gear lists for each major hike on LighterPack, building authority and driving affiliate traffic.
Direct audience support forms another critical pillar. Her Patreon page, KellyHaysHikes23, offers paying members exclusive content, including blog posts, early video access, and private live chats. She actively solicits one-time donations through PayPal (@khays23), Venmo (@khays23), and Cash App ($kellyhays), even advising PayPal donors to use the "friends and family" option to circumvent transaction fees. An Amazon Wish List allows for direct gifting of gear. Rounding out her ventures are merchandise sales of branded apparel, such as the "9 Lives Forever" t-shirt, through her official Bonfire store, and personalized video messages offered for a fee on Cameo.
Kelly Hays' Collaborations
Hays is a recognized figure within the online outdoor community. Her expertise is validated through numerous guest appearances on prominent podcasts, including Trail Tales with Kyle Hates Hiking, Mighty Blue on the Appalachian Trail, Hiker Trash Radio, The Backpacking Podcast, and Like a Bigfoot. Her affiliate partner, Waymark Gear Co., featured her in a "Hiker Spotlight" article, leveraging her profile as a brand ambassador. She has also documented collaborations with fellow creators, such as meeting Kyle of "Kyle Hates Hiking" on the Pacific Crest Trail and filming a video with the channel @CodyandKellie in the Everglades.
Kelly Hays: Public Reception and Controversies
While Hays maintains a largely positive public image and an engaged community, her credibility has been directly challenged. In a January 2023 thread on the /r/AppalachianTrail subreddit titled "Why do so many lie about their miles," a detailed anonymous comment specifically targeted Hays. The user accused the "hiking 'influencer' with multiple brand sponsorships" of misrepresenting her thru-hikes by "yellow blazing" — skipping significant sections via vehicle transport.
The specific, unverified allegations claimed she skipped the entire state of Connecticut, most of Vermont, a large portion of New Hampshire, and most of Maine on the Appalachian Trail. The post also alleged she left the Pacific Crest Trail without completing California but still claimed the hike. The comment concluded with a personal attack: "We all know Kelly Hays has entirely the wrong physique for a gal who claims 'every blaze'. That's why she hit the PCT wall like a noob…".
These claims originate from a single anonymous source and remain unverified. No public rebuttal from Hays to these specific allegations was found in the available research. In a community where authenticity and adherence to the unwritten rules of thru-hiking are paramount, such accusations, regardless of their veracity, represent a material reputational risk to a brand built on the very foundation of elite physical endurance and transparency.
Kelly Hays: Philanthropy
The research found no available information on public philanthropic initiatives or fundraising campaigns led by Kelly Joy Hays. It is critical to differentiate her from Kelly Hayes, a noted Menominee author and activist who is heavily involved in mutual aid and social justice organizing, to prevent the misattribution of charitable work.
Kelly Hays Today
Kelly Hays is simultaneously hiking the Continental Divide Trail, renovating her off-grid cabin, and training for ultramarathons. She has successfully transformed from a niche hiking vlogger into the leader of a diversified digital brand, leveraging a powerful personal story of resilience into a resilient business model.