Articles by Lauren Pedersen | Startups Magazine

Lauren Pedersen

Lauren Pedersen, originally from New Zealand and a former NCAA Division I tennis player, is the CEO and Co-Founder of SportAI, a B2B sportstech platform delivering AI-powered technique analysis to athletes at all levels. Founded in Oslo in 2023, SportAI uses computer vision, machine learning, and biometric technology to analyse sports techniques in real time, providing instant, personalised feedback without the need for dedicated hardware. SportAI delivers scalable, data-driven insights that support training platforms, broadcast commentary, and equipment recommendations.

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Beyond the baseline: how AI is changing sports coaching

High-level sports coaching has long been an opportunity reserved for the few – those with access to the right resources, connections, or deep pockets. When a single one-on-one tennis lesson can cost upwards of £50, professional training is an unattainable dream for many aspiring athletes.