Beyond Coaching
Beyond coaching, my background spans design, technology, and innovation, each of which has played a role in shaping my approach to coaching and analysis. Earlier in my career, I worked extensively as a graphic and web designer, including years with publishers and magazines, which provided me a solid foundation in digital tools, programming basics, and visual communication. I also taught design software, such as Photoshop, which enhanced my ability to communicate visually and adapt to emerging technologies. This experience has allowed me to become highly skilled with modern football software, enabling me to utilize data-driven tools that optimize workflows and enhance analysis for clubs today.
One of the highlights of my career in football technology was creating Talent Spy, a scouting software that I conceptualized and developed in partnership with the Portuguese company F3M, which eventually acquired the project. Talent Spy provided clubs with streamlined scouting and evaluation tools, which improved efficiency in player assessments. This project reinforced my commitment to creating practical, innovative solutions in football.
Additionally, I worked with Nokia as a beta tester, testing mobile software and phones, and creating user tutorials to improve user experience. This hands-on work in tech broadened my adaptability and deepened my understanding of how technology can enhance performance and productivity.
In recent years, I’ve become increasingly passionate about AI and its potential to revolutionize football. While I don’t consider myself an AI “expert,” I have been closely following advancements in this field and have intensified my focus on practical AI applications in football. I’ve taken courses to expand my knowledge, and I have published a series of articles exploring AI’s impact on areas such as performance analysis, tactical planning, and player development. Additionally, I have had the opportunity to share these insights on podcasts, engaging with a broader community around the ethical and effective use of AI in sports.
Outside of my professional pursuits, I am an avid music lover and enjoy cooking, especially experimenting with baking bread—a creative outlet that keeps me balanced. I also have a strong passion for travel, having lived in multiple countries, which has allowed me to connect deeply with diverse cultures. I speak Portuguese, Spanish, French, English, Norwegian, and Danish, which has enriched my ability to connect with players and staff from various backgrounds and helped me foster inclusive environments wherever I coach.