"There are organisations that talk a lot about innovation but when you ask them what innovation means to them they don't quite know what to answer." During the six years that he was director of technology for the United States Olympic Committee, Mounir Zok, born in Lebanon in 1977, travelled around the world speaking at conferences where he explained how technological innovation was revolutionising the world of sport and how many of these advances would end up being applied to other areas such as health or nutrition. In 2018 he decided to settle in Barcelona with his own consultancy, N3XT Sports, where he coordinates a team of professionals spread across France, the United States, Italy, Switzerland and Lebanon. With the pandemic he has changed constant flights for video calls and a more settled lifestyle: "We created the company in Silicon Valley but we wanted to move it to Europe. We made a list of cities where the sports and innovation industry was strong. London, Paris, Stockholm and Barcelona were pretty evenly matched. We made another of cities with the best quality of life, a place that was attractive enough to attract foreign talent. And in this Barcelona was unrivalled".