Barcelona’s SportsTech Revolution: Insights from Xavier Trallero Guillot, Director at Barcelona Sports Hub

Barcelona is rapidly emerging as a global hub for sports technology, driven by collaboration between key players and a thriving ecosystem. According to Xavier Trallero Guillot, Director at Barcelona Sports Hub, the city is home to numerous innovators and institutions pushing the boundaries of sports technologies.

PULSAR: How would you describe the Barcelona sportech scene?

Xavier: There are many relevant actors, including Barça Innovation Hub, Catalan technology centre Eurecat (for R&D), Catalan sports cluster INDESCAT, Institut Barcelona Esports (IBE)… Right now we have more than 400 members at Barcelona Sports Hub. These include 108 startups and 11 investors

PULSAR: Which cases of SportsTech invention and/or adoption in Barcelona would you like to cite?

X: There are several successful cases of implementing innovative solutions in the city, including as part of the Barcelona City Sports Lab programme. This lab aims to transform Barcelona into a large testing ground, allowing startups and companies with sports-related solutions to use public and municipal spaces to test their MVPs or solutions. Within this framework, let me cite Kamleon, a smart toilet solution that, among other things, detects hydration levels through urine analysis. This technology has been implemented in one of Barcelona’s largest public gyms, CEM Joan Miró.

Another example is Nagi by Zonyx. Designed for swimming pools, this gamification and safety project combines a device that counts the number of laps swum and enables competition with other lanes while also detecting potential drownings and alerting lifeguards. A trial has been successfully conducted at CEM Can Felipa

PULSAR: How does Barcelona Sports Hub support projects, including sportstech startups, established in Barcelona?

X: We strive to provide a multifaceted value proposition to our members and partners:
· Ecosystem support: We provide startups with resources, mentoring, networking opportunities…
· Access: we connect them with investors, incubators, accelerators, host monthly networking events with a strong sense of community building.
· Education: We are involved in two education and support programmes for entrepreneurs: BSTEP (sports technologies) and INDESUPTECH (eSports)
· Industry expertise: We have deep knowledge and experience in the sports and adjacent sectors.
· Visibility: we help our members promote their achievements and innovations


PULSAR: Do you work with foreign players?

X: Barcelona Sports Hub, despite its name, is an international organisation with an international mindset. We’re not just focusing on Barcelona, we’re interested in sports and technology wherever they develop.

Thus, our members include startups from Canada, the United States, France, Belgium, Netherlands while our partners include top-tier companies and hubs from Hong Kong, Singapore… We are always open to working with international investors and sports organisations. We’re happy to share deal flow and opportunities, boost the visibility of our respective members, and work together towards a unified ecosystem worldwide.

PULSAR: What are the challenges being encountered by Barcelona on the part to SportsTech deployment?

X: Number one, funding. Securing continuous funding and attracting private investment can be challenging, particularly in a competitive global market where many cities vie for similar opportunities.

Regulatory hurdles are another challenge while implementing new technologies in public spaces. Ensuring compliance with local regulations and obtaining necessary approvals can slow down deployment.

Public adoption is not always easy. It may require educating the public and stakeholders about the benefits of sports technologies, addressing any privacy or security concerns, and demonstrating tangible improvements in sports and health outcomes.

Integrating new technologies into existing sports infrastructure can prove technically challenging. Upgrading facilities to support advanced technologies, ensuring compatibility with existing systems and maintaining these technologies over time require significant effort and resources.

Finally: talents. While Barcelona has a strong pool of digital professionals, there is always a need for more specialised talent in sports technology.

PULSAR: How do you envision Barcelona’s sportstech future?

X: It looks very promising and dynamic, driven by a blend of innovation, investment and strategic development. Barcelona is emerging as a hub for cutting-edge sports technologies, such as AI, wearables for continuous performance measurement and injury prediction, fan engagement, blockchain and AI chatbots are transforming the way sports teams interact with fans.

The.Venue, a new innovation space located within the Lluis Companys stadium, is another example of how public and private entities join forces to develop the sportstech ecosystem, A world-renowned event Mobile World Congress and the related startup event 4YFN demonstrates the city’s capacity to showcase tech innovations.

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