It’s more than female representation. It’s about making dreams come true.
ELLA SHELTON - NEW YORK SIRENS
1st Goal in the History of the PWHL
Photo by: Heather Pollock
At Lora, we represent and support female hockey players. We support our athletes with NCAA placement, PWHL draft selection, playing contracts, personal branding, brand monetization, personal businesses ventures, networking and connections, media, PR, appearances, collaborations, concierge services, and life after sport strategy. Whatever your dream is, we’ll help you realize it.
About “Lora”
The word “Lora” means “dream” and represents honour and victory. Our purpose and passion is to support you along your unique path bringing our expertise and experience with us to guide you. It’s not just about your playing career, it’s about fulfilling your dreams so that when you’re ready to hang up your skates, you’re ready to step into the next chapter of your life.
JINCY ROESE - OTTAWA CHARGE
LORA ATHLETES ADVISORS
A dedicated women’s hockey advisory company is not just a service—it’s a game-changer. It gives female athletes what they’ve always deserved: strategic guidance, elite-level representation, and a support system built specifically for their path. It empowers families with clarity. It protects dreams with facts. And most importantly, it transforms potential into opportunity—ensuring that no female athlete is overlooked, undervalued, or unprepared.
This is more than navigating a career.It’s about advancing the future of women’s hockey—one player, one family, one legacy at a time.
Rebecca Johnston (former Team Canada Gold and Silver Medalist and former Player Development Coach with the Calgary Flames) has teamed up with Lora Athletes Founder and certified PWHLPA Agent, Krista Kerth to form LORA ATHLETES ADVISORS.
Rebecca and Krista bring unmatched experience to the advisory space with a vast network, hands-on experience and knowledge, and a level of support that will make a significant impact on your career… and your life.