Krista Kerth is the founder of Lora Athletes and owner of Dan Brands — two companies redefining what athlete representation looks like. With more than two decades in brand strategy and marketing, Krista built Dan Brands as a personal-brand and athlete management agency representing NHL players and NHL alumni, helping them grow their influence, secure partnerships, and build life beyond the game. Through that work, she saw a glaring gap: male athletes were surrounded by a full ecosystem of support, while female athletes were expected to navigate their careers alone.

Determined to change that, Krista became a certified agent with the Professional Women’s Hockey League (PWHL) and launched Lora Athletes, a female-first advisory and representation firm designed to give women the same level of strategic support traditionally reserved for men. She represents and advises elite hockey players through draft preparation, contract negotiation, recruitment strategy, personal brand development, and monetization of their name, image, and likeness. Her approach is deeply personal — she treats every athlete like family, leading with clarity, honesty, and unwavering belief in their potential. Today, Krista represents 21 women playing in the PWHL and over 20 in the college and high school pipeline.  

Whether she is building a legacy for an NHL alum or guiding a young female player toward her first professional contract, Krista brings the same philosophy to every relationship: athletes are more than their performance. They are brands, businesses, and leaders in the making. Lora — meaning dream, honor, victory — reflects exactly what she helps athletes create.

Krista isn’t just representing players. She’s building futures, opening doors, and proving that when athletes — especially women — are seen, supported, and strategically guided, they don’t just succeed. They lead.

Rebecca Johnston is one of Canada’s most decorated and respected female hockey players, bringing over 15 years of international experience with Team Canada to her current role in player development and mentorship.

A three-time Olympic gold medalist and three-time World Champion, Rebecca has represented Canada at the highest level of competition, known for her power, speed, and leadership on and off the ice. Over the course of her national team career, she has become one of the most consistent and impactful forwards in women’s hockey, helping shape the modern era of the game.

At the collegiate level, Rebecca starred at Cornell University, where she earned three All-American honors and became one of the program’s top all-time scorers. Following her NCAA career, she played professionally in the Canadian Women’s Hockey League (CWHL), capturing two Clarkson Cups, a League MVP award, and recognition as the CWHL’s leading scorer.

Rebecca continues to inspire the next generation through her role with the Calgary Flames Player Development Department, where she works directly with prospects to enhance skill, mindset, and performance preparation at the professional level.

With Lora Athletes Advising, Rebecca brings her elite-level experience, coaching insight, and passion for mentorship to young female athletes aspiring to reach the NCAA/USPORT and the PWHL. Her firsthand understanding of what it takes to succeed at every level of the game — from youth to Olympic gold — makes her an invaluable resource for players and families pursuing excellence in hockey and beyond.