Lana Bilobrk is the Head of Sales at Ultrax Technologies, where she works closely with clubs, federations, and high-performance organisations across the world to support the development of data-driven performance environments in sport. Her connection to sport began early through a 12-year journey in semi-professional tennis, an experience that shaped both her competitive mindset and passion for athlete development. She later combined that sporting background with business and innovation, earning an MBA in Sports Management in Barcelona. Before joining Ultrax Technologies as part of its core team, Lana began her career at Sofascore, gaining experience at the intersection of sports, technology, and fan engagement. Since moving into the startup ecosystem, she has focused on helping sports organisations modernise the way they collect, analyse, and use performance data.With experience spanning multiple sports and levels of competition, Lana brings a unique perspective on the evolving relationship between technology, performance, and the future of sport.
