Episode Details

EPISODE 16: KRISTA KERTH

FOUNDER LORA ATHLETICS | DAN BRANDS

In this powerful episode of Locker Room Life, we’re honored to be joined by Krista Kerth, the dynamic founder of LORA Athletics and Dan Brands. A certified PWHL player agent and respected brand development expert, Krista has become a trailblazer in the world of athlete representation and personal brand building.

Krista shares her journey from her early career experiences to launching two purpose-driven companies dedicated to empowering athletes. Through LORA Athletics, she advocates for women in hockey and champions athlete-first representation built on integrity, transparency, and genuine care. With Dan Brands, she helps players develop their personal brands, align with their passions, and create long-term opportunities beyond the rink.

This episode dives deep into what it means to represent athletes with heart — focusing on their growth, identity, and life after hockey. Krista’s approach reminds us that success in sports is about more than performance — it’s about building a foundation of purpose, community, and legacy.

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