Baseline launches an agentic AI operating system for multi-location club organizations, with USA Prime adopting the platform as their preferred facility platform.
NASHVILLE, Tenn.–(BUSINESS WIRE)–Baseline today released the first agentic AI operating system built for multi-location and multi-bank travel sports facilities, with USA Prime leveraging them as their preferred facility operating system.
Until today, scaled sports facilities and clubs ran across five or more disconnected systems. No platform had unified facility and club management, so as operators scaled into new markets, fragmentation slowed multi-site growth.
Baseline’s rebuilt platform collapses the stack into one login, accessible on phone or desktop. Tryouts, rosters, and placements happen in one drag-and-drop workflow surfacing tryout data per athlete. Their new Magic Recollect tool sends payment recovery texts to every parent with an outstanding balance in one click. An AI agent builds full season structures and custom payment plans in seconds from a one-line prompt. Multi-bank routing sends each fee within a team package to its own business entity. Parents complete registration over text, no login required.
“The organizations we built this for run end-to-end service businesses,” said Eli Herrick, founder of Baseline. “One team fee can split a uniform charge to one bank account, training to another, and a national affiliation fee to a third, with memberships bundled in. For scaled club operators, that is daily reality. No one had solved it in one place until now.”
Travel sports passes $40 billion in annual spend. Baseline processes millions of transactions monthly across 700 facilities, 86 percent of which also operate teams.
“We built Baseline hand-in-hand with the most sophisticated operators in the US,” Herrick added. “We distilled 1,600 support calls, met with key accounts weekly, and read thousands of notes from daily users. All of it went into our latest update — a platform that handles the most complex sports facility operators without compromise. It’s why USA Prime trusts Baseline to run operations across their partners.”
This platform rolls out to all Baseline customers at no additional cost.
About Baseline
Baseline is the complete management platform for sports facilities and club organizations. Scheduling, payments, teams, memberships, marketing, and websites live in one login. Transaction-based pricing saves facilities thousands annually, and a built-in AI agent helps multi-site operators scale without legacy fragmentation.
Learn more at https://www.baselinepro.com/.
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