SportAI co-founder and CEO Lauren Pedersen works at the intersection of elite sport, artificial intelligence and consumer technology. A former NCAA Division I tennis player who now represents Norway in the ITF Masters Tour World Championships, she combines firsthand athletic experience with years spent building high-growth tech companies. Earlier in her career, Pedersen helped scale three companies through IPO processes, giving her a strong understanding of how emerging technologies move from niche innovation to mainstream adoption.
Today, Pedersen is leading a new generation of sports technology through SportAI. The company uses computer vision, biomechanical analysis and machine learning to give players instant performance feedback using only video captured from a phone or camera. Rather than focusing solely on elite athletes, she wants to make advanced coaching and tactical analysis accessible to everyday players around the world.
Under her leadership, SportAI has quickly become one of the most talked-about companies in racquet sports technology. The platform already works across tennis, padel and pickleball, while partnerships with clubs, retailers and training platforms continue to expand its reach globally. In addition, SportAI’s technology can recommend equipment tailored to an individual player’s style, skill level and biomechanics — an area Pedersen believes has long been overlooked in sport.
However, her ambitions stretch far beyond racquet sports. Lauren Pedersen believes AI will reshape how athletes train, how fans understand performance and how sports organisations engage audiences. She often speaks about the growing role of real-time data, personalised coaching and AI-powered storytelling in the future of sport. As a result, her work sits at the centre of wider conversations about technology, accessibility and human performance.
Named by VivaTech as one of the world’s top 30 female founders building society-shaping companies, Lauren Pedersen brings both commercial insight and athlete credibility to the stage. Her perspective blends founder pragmatism with long-range thinking about the future of AI in sport, media and consumer experience.
