Premier Women's Hockey Advisory Services | Monarch Advisory Group

Welcome to Monarch Advisory Group’s Women’s Hockey Division

At Monarch Advisory Group, we are committed to delivering exceptional representation and management services to athletes worldwide. With the strategic partnership between Monarch and Lora Athletes, we are proud to introduce a dedicated focus on the women’s side of the game, led by industry expert Krista Kerth.

Our Mission

Our mission is to empower female athletes to achieve their highest potential both on and off the ice. By providing comprehensive representation, strategic brand building, and global networking opportunities, we ensure that our clients have the support and resources they need to succeed at every stage of their careers.

What We Offer

Global Representation
With a network that spans both sides of the globe, Monarch’s Women’s Division offers unparalleled access to opportunities in both North American and European markets. Whether you’re pursuing a career in the PWHL or European pro leagues, we have the connections and expertise to help you succeed.

Brand Building & Marketing
Under Krista’s leadership, we provide tailored brand strategies that highlight your unique story and maximize your marketability. From securing sponsorships and endorsements to developing personal brands, we ensure that our clients are recognized both on and off the ice.

Comprehensive Management
Our holistic approach to athlete management covers every aspect of your career. We handle contract negotiations, career planning, financial management, and more, so you can focus on what you do best—playing the game.

Mindset & Mental Performance Coach
Partnering with former 10 year pro, Jake Newton offers comprehensive Mindset & Mental Performance Coaching services tailored to athletes, teams, and individuals seeking to optimize their performance on and off the ice. With a diverse background in professional hockey and a deep understanding of the psychological aspects of athletic achievement, Jake provides personalized coaching programs designed to unlock potential, enhance resilience, and cultivate a winning mentality. Whether working one-on-one with athletes, conducting team workshops, or providing ongoing support and guidance, Jake's goal is to empower his clients to reach their full potential, both on and off the ice. By addressing the mental side of the game, Jake helps athletes build the confidence, resilience, and mental toughness needed to succeed in today's competitive sports environment.

Why Choose Us?

Experience & Expertise
With decades of experience in the industry, our team is equipped to navigate the complexities of the sports world. We understand the unique challenges faced by female athletes and are committed to advocating for your success

Global Reach
Our partnership with Lora Athletes expands our reach, offering clients opportunities and representation in both North American and European markets.

Personalized Service
At Monarch, you’re not just another client. We take the time to understand your goals and tailor our services to meet your specific needs, ensuring you receive the best possible representation.

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Meet Our Team

Krista Kerth

Krista Kerth, the founder of Lora Athletes and Dan Brands, brings over 20 years of experience in branding and marketing, with the last 5 years dedicated exclusively to working with athletes. Her expertise extends across both North American and European markets, allowing us to offer a truly global perspective. Krista has worked alongside some of the top NHL talent, and her connections within the NHLPA network bring additional value and opportunities to our clients.

Kyle Chagnon

Kyle Chagnon, the founder of Monarch Advisory Group, is a seasoned sports advisor and agent with a strong focus on hockey. With years of experience in the industry, he excels in contract negotiations, career management, and brand development for athletes. Kyle's expertise spans both male and female athletes across various leagues, ensuring a comprehensive approach to career advancement. His commitment to his clients' success is evident in his strategic guidance, helping them reach their full potential on and off the ice.

Spencer Beer

Spencer Beer is a dedicated sports advisor with Monarch Advisory Group, specializing in athlete representation and career management. With a deep understanding of the sports industry, Spencer focuses on guiding athletes through the complexities of their careers. His commitment to excellence and personalized approach ensures that each client receives tailored support to maximize their potential on and off the field. Spencer's passion for sports and dedication to his clients make him an integral part of the Monarch team.