The rapid rise of technology is impacting almost every aspect of the human experience. In performance sport, technology is leading to new opportunities in a range of areas including athlete monitoring, training prescription, feedback and technique optimisation. Technology also has the potential to improve the efficiency of athletes and coaches, potentially increasing their time to work on new ideas and innovations. But will this prove to eventuate? This chapter explores the impact of technology on the creativity of athletes and coaches. Can technology lead to new insights not capable of being generated solely by humans? How could this impact both the quality and nature of athletes and coaches work? Will this new digital world serve to foster or hinder their creativity? This chapter begins by considering creativity as a process, a part of coaching practice which can increasingly be measured using technology. Second, it considers the effect of creativity and ways in which its impact can be determined. Next, the use of technology to define and explain creative performance in sport is explored. To finish, a perspective on technology as an expression or stimulant of creativity itself is discussed.