Athletes, investors, founders and civic leaders will gather June 9 at The London West Hollywood to explore elite performance, mentorship, AI and the future of athlete development.
As the world turns its attention to North America for the FIFA World Cup 2026, an influential gathering in West Hollywood is set to explore what truly defines greatness in sports. On June 9, leaders from the worlds of athletics, technology, business, entertainment and youth development will come together at The London West Hollywood for Role Models in Sports, an exclusive invitation-only event examining the psychology behind elite performance and the mentors who help shape future champions.
Timed just days before the World Cup kicks off on June 11, the evening arrives as Los Angeles prepares to welcome fans from around the globe. With the U.S. Men’s National Team scheduled to play its opening match at SoFi Stadium on June 12, conversations surrounding athletic excellence, leadership and the future of talent development are more relevant than ever.
Photo Credit: Per Bernal
The event will open with remarks from West Hollywood Mayor John Heilman, one of the longest-serving elected officials in the United States. Hosts Peter Stridh, Katriina Lillelund and Stefanie Unger will guide an evening focused on understanding the often-overlooked factors that separate good athletes from truly exceptional ones.
At the center of the discussion is the growing role of psychology, mentorship and artificial intelligence in sports. Katriina Lillelund, Founder and CEO of AthreQ, believes the future of athlete development goes far beyond physical ability.
“Elite performance is not just physical,” Lillelund says. “The world’s best athletes consistently demonstrate resilience, adaptability, emotional control, discipline and coachability. As organizations increasingly use data and AI to evaluate talent, understanding the human side of performance becomes even more important.”
The featured panel, Understanding the Signature Psychology of the World’s Best Athletes, will examine how mental attributes influence recruiting, team culture, leadership and long-term success. Industry experts will discuss how emerging technologies are helping organizations identify patterns and potential that traditional scouting methods may overlook.
Among the evening’s distinguished speakers is internationally recognized actor, filmmaker and martial artist Dolph Lundgren. Long before becoming a Hollywood action star, Lundgren was a highly accomplished athlete, serving as captain of the Swedish National Karate Team and earning championship titles across Europe and Australia. His unique journey from elite sports to global entertainment offers a compelling perspective on discipline, perseverance and high performance.
Joining him will be Andrew Beinbrink, Founder and CEO of SportsForce and a former professional baseball player whose platform helps student-athletes navigate recruiting opportunities and scholarship pathways. Also appearing is Lisa Tengbom, a former Swedish National Champion alpine skier and respected strategist whose work spans wellness, longevity, entrepreneurship and business growth.
Andrew Beinbrink, Athlete. Photos courtesy of Swedish-American Chamber of Commerce of Los Angeles
Beyond the discussion of elite athletes, the evening will emphasize the importance of mentorship in shaping young people’s futures. The program concludes with a special Mentor Award Ceremony honoring individuals who have demonstrated exceptional leadership, resilience and positive influence on the next generation.
The award will be presented by Ruth Morales of the U.S. Drug Enforcement Administration’s Operation Engage Los Angeles Division and Gudrun Giddings, Honorary Consul General of Sweden in Los Angeles and Board Member of Mentor Foundation USA. The organization is part of the global Mentor International network founded by Queen Silvia of Sweden in partnership with the World Health Organization, dedicated to helping young people make healthy and informed life choices.
According to event host Peter Stridh of the Swedish-American Chamber of Commerce of Los Angeles, the conversation reflects a rapidly expanding global industry.
“Sports technology, athlete intelligence and performance psychology are becoming major growth sectors,” Stridh says. “This is an area where Sweden and California can collaborate and lead through innovation.”
Supporting organizations include AthreQ AI, Amazon Web Services and Milkadamia, each contributing to advancements in technology, athlete assessment and sustainable innovation.
As Los Angeles prepares to host one of the world’s biggest sporting events, Role Models in Sports offers a timely look at the evolving intersection of performance, technology, leadership and mentorship. More than a conversation about winning games, the evening aims to explore how future generations of athletes can be identified, supported and inspired to succeed both on and off the field.
Event Details
Role Models in Sports June 9, 2026 The London West Hollywood Private Invitation-Only Event
Media interviews and coverage opportunities are available upon request.
Photos courtesy of Swedish-American Chamber of Commerce of Los Angeles
