#80 Jorge Lorenzo, Technology, and the Spanish National Basketball Team: From the Court to the Algorithm

Updated: Oct 9

Basketball keeps evolving — and so do the people behind it. In this episode of The Nomu Hour, we sat down with Jorge Lorenzo, assistant coach of the Spanish National Basketball Team and founder of Basketouch, a company that merges technology, data, and methodology to elevate performance.

From coaching kids in Asturias to standing courtside at the Olympics, Jorge’s story is one of curiosity, innovation, and relentless learning. More importantly, he shares how artificial intelligence and data analytics are quietly transforming the way basketball is coached and played.

From Local Gyms to the World Stage

Jorge began coaching at just 16 years old while still playing the game himself. What started as schoolyard sessions soon became a calling. Early on, he built his own website, Jorge Lorenzo Basket, which helped him connect with coaches and federations across Spain — long before “personal branding” was a thing.

That initiative led him to the national team structure in 2009, where he began working in video analysis and later became part of the senior coaching staff under Sergio Scariolo. Over the years, he’s been part of two World Cups, two EuroBaskets, and the Tokyo Olympics, learning from and collaborating with icons like Pau Gasol and Ricky Rubio.

Where Data Meets Intuition: AI in Basketball

One of the most fascinating parts of the conversation is how Jorge combines artificial intelligence with the art of coaching. In 2019, he created Sketch Analytics, an app designed to analyze games in real time and detect patterns that might go unnoticed during live play.

During EuroBasket, for instance, Lorenzo was courtside recording data and using it in timeouts to adjust defensive strategies based on live trends — a powerful blend of instinct and analytics.

He now uses ChatGPT and Grok to process statistical data, identify tendencies, and even generate prompts that inspire new tactical insights:

“I don’t follow what the AI says blindly,” he explains. “But it helps me see things that the human eye might miss. The key is interpreting the data, not obeying it.”

Leadership, Culture, and the Human Side of the Game

While technology plays a growing role, Jorge insists that success still depends on leadership, communication, and empathy. Working under Scariolo, he learned how elite teams like Spain’s national squad maintain a sense of “family” even under Olympic-level pressure.

Every training session is broken down to the minute, every player is individually monitored, and yet, emotional connection remains at the core:

“The difference between Europe and the NBA,” he says, “is that here, the power lies in the group. The team comes first.”

A Coach Who Never Stops Learning

Beyond the court, Jorge is constantly learning. He’s taking courses in Big Data, experimenting with automation tools like Cursor, and exploring how AI can support education and business contexts as well.

He’s also developing workshops that apply sports methodologies to corporate leadership — from managing diverse teams to maintaining focus under pressure. His philosophy: what works on the court often works in the office too.

Technology That Enhances, Not Replaces, the Human Element

Jorge’s story perfectly aligns with Nomu Labs’s vision: using technology not to replace people, but to amplify human potential.

His journey proves that innovation and humanity can —and should— coexist. With the right tools and mindset, technology becomes a catalyst for better decisions, stronger teams, and sustainable performance.

Key Takeaways

Personal branding can open doors even in traditional industries like sports.
AI and data analytics are already shaping tactical decision-making in basketball.
Leadership and empathy remain central to managing high-performance teams.
Continuous learning is the real “invisible training” for modern professionals.

Want to hear more stories at the intersection of technology, innovation, and leadership?Read the latest articles from The Nomu Hour on the Nomu Labs Blog.