About Us
Who We Are
Three individuals with all immensely different backgrounds, the Elyte Performance Labs Team comprises of Jesse Dias, Ben Sereda and Justin Lentz - learn a bit more about us below.
Ben Sereda - Co-Founder
Ben Sereda is a PhD candidate in Sport and Performance Psychology within the Faculty of Kinesiology, Sport, and Recreation at the University of Alberta. His research centers on optimizing athlete performance through leveraging understanding of psychological processes that shape how athletes think, feel, and perform. Ben’s scholarly work explores a range of performance-relevant areas, including how athletes respond to stress, the impact of cognitive bias in sport, the role of maladaptive thought patterns, and the development of measures for assessment in applied sport psychology settings.
In addition to his academic training, Ben is actively engaged in applied sport psychology, working closely with competitive athletes, coaches, and teams across Canada and the United States, such as various teams and athletes within USports at the University of Alberta, the Alberta College Athletics Conference (“ACAC”), Alberta Elite Hockey League (“AEHL”), the Alberta Female Hockey League (“AFHL”), and the Alberta Junior Hockey League (“AJHL”).
He has provided tailored mental performance support to athletes from a wide spectrum of sports, age groups, and competitive levels. His applied philosophy emphasizes building practical, research-informed strategies that help athletes to reach their performance potential.
Reach out at ben@elyteperformancelabs.ca
Justin Lentz - Co-Founder
Justin Lentz is an established contributor to elite-level hockey in Alberta, with experience spanning multiple roles including athlete, coach, and scout. His deep involvement across various facets of the game has provided him with a comprehensive understanding of high-performance environments. Justin remains actively engaged in sport, continually bringing insight, dedication, and leadership to every level he touches.
With nearly a decade of experience at the competitive U15 level in Alberta, Justin has played a key role in developing and understanding young talent. Since 2022, he has served as an Alberta Scout for the Bonnyville Pontiacs Jr A Hockey Club of the AJHL, identifying and supporting emerging athletes across the province. Outside of sport, Justin is a corporate lawyer based in Calgary, with an Bachelor of Commerce from the University of Alberta, where he undertook classes on data management, statistics, and analytics.
Justin’s unique blend of legal and business acumen, and athletic experience, allows him to uniquely understand athlete's pursuit of excellence both on and off the ice. Each athlete is different and unique; with Elyte Performance Labs Justin seeks to create a platform that can empower athletes to deeper understand their athletic journey and have access to the tools to take the next step, wherever that may be.
Reach out at justin@elyteperformancelabs.ca
Jesse Dias - Co-Founder
Jesse Dias is a lifelong athlete, data-nerd and performance strategist with deep roots in the world of competitive sport. As co-founder of Elyte Performance Labs, Jesse brings years of experience as a sports agent, elite coach, and practicing lawyer — a rare combination that fuels his holistic approach to athlete development.
He’s coached and trained high-level soccer and competed in several running events including ultramarathons. Jesse experience as an athlete provides him with firsthand insight into the mindset and demands of high-performance athletes. His work spans private coaching, performance consulting, and mentorship, with a focus data, bio-metric utilization, and growth-strategy.
Jesse is incredibly passionate about helping athletes level up, both physically and mentally.
Reach out at Jesse@elyteperformancelabs.ca