The Lora Team

At Lora, we’re about making your dreams come true and the energy around women and women’s sport today is what fuels us. We are here to be your advocate, your supporter, and expert guide towards everything you’ve ever desired in your career and your personal life. We’ve been working with the PWHL since its inception and represent some of the top players in the league supporting with contract negotiation, professional athlete branding, brand monetization, and athlete management having worked for both agencies and sports organizations ourselves. Krista has over 23 years of experience in marketing and branding so you’re not just getting a hockey contract, you’ll be working with an expert in personal branding that will help you generate revenue off the ice as well. We can help you reach that next level… whatever that is for you.

What do we do differently than any other hockey agency out there? Everything. We care about you and your career. Deeply. We treat you like part of our family and offer a high touch service that will allow you to focus 100% of your attention on what you do best, play hockey.

  • Krista has represented female hockey players leading up to the inaugural PWHL season and supported them with draft selection, player contracts, and development of personal branding and marketing. She is the Founder of Dan Brands, an agency that builds personal brands for professional athletes and sources and manages their deals.

    Krista has over 23 years of experience building brands and has supported NHL players for 4 years.

    Krista is the lead agent for Lora Athletes as we feel strongly females should have females in their corner.

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