Hugo is Head of Coaching & Methodology at Viking FK Academy, with 20+ years’ experience across elite player development and first-team environments in Norway, Portugal, and Denmark—covering roles with clubs including Stabæk, Boavista, FC Famalicão, FC Copenhagen, SC Braga, and SL Benfica.

Beyond coaching, Hugo’s background spans design, technology, and innovation, which has strongly shaped how he communicates, problem-solves, and modernizes performance environments. Earlier in his career he worked as a graphic and web designer for publishers and magazines. That blend of creativity and technical fluency has translated directly into how he uses modern football software and data-driven tools to streamline processes and raise the quality of analysis.

He has also built practical football-tech solutions, including Talent Spy, a scouting platform he conceptualized and developed in partnership with the Portuguese company F3M, which later acquired the project.

In recent years, Hugo has intensified his focus on applied AI in football—not as hype, but as a toolkit to improve decisions, communication, and leadership.

At AI+Business, he will share how he is strengthening his own leadership with AI, and how Viking FK is working systematically with technology and AI to stay ahead of the competition.