Golf course operators lose prospective revenue each time a phone call goes unanswered - a persistent problem at busy public facilities where staff are stretched thin. BK Browne, founder of SpeakSport, built an AI receptionist platform that answers calls 24/7, integrates with existing tee sheet systems, and alerts managers to caller trends they would otherwise never see.
Browne developed SpeakSport after working at a Connecticut golf club. He watched employees juggle in-person customer service with constant phone interruptions, leading to frustration on both ends. "When the phone rings continuously, somebody is always waiting," Browne said. "Either the golfer standing in front of you or the golfer calling on the phone."
A direct answer to missed calls
SpeakSport functions as a round-the-clock receptionist that sits alongside existing staff. It pulls in a facility's specific booking rules, operating hours, rates, event schedules, and player classifications - allowing it to handle detailed questions, book tee times, and transfer callers to a human when needed. The platform currently integrates with point-of-sale and tee sheet providers including ForeUP, so golfers can complete reservations entirely over the phone without waiting.
Rather than replacing employees, Browne sees the AI as a support layer that lets staff focus on the customers standing in front of them. He described SpeakSport as a "connecting layer" between golfers and the facility, keeping information available while preserving essential personal interactions.
What Cog Hill's data revealed
At Cog Hill Golf & Country Club in Lemont, Illinois, owner Katherine Jemsek and General Manager Troy Newport adopted SpeakSport expecting it to handle routine tee time bookings. The data surprised them: callers were frequently asking about tournaments, instructional programs, and seasonal promotions - information that wasn't always easy for a single front-desk person to deliver consistently.
The system also updates golfers on weather delays and schedule changes without staff intervention. For a high-volume operation like Cog Hill, answering every inquiry accurately and immediately has become a measurable service advantage.
New intelligence from old phone lines
Beyond answering calls, SpeakSport gives operators something most have never had: reporting on why golfers are calling. Managers can analyze call trends, spot common questions, and uncover interest in junior programs, outings, or events that might otherwise go unvoiced. These insights feed into marketing campaigns, staffing adjustments, and event planning rather than relying solely on online booking data.
Browne noted that missed calls are especially damaging at public courses, where a golfer who can't get an answer quickly books elsewhere. "Every unanswered phone call represents potential revenue that may never return," he said.
Why public courses stand to gain the most
Private clubs often have built-in member relationships and dedicated staff, but public facilities compete on every customer touchpoint. A missed call at a public course frequently means a direct loss of a green fee, a cart rental, and potentially a repeat customer. SpeakSport's 24/7 availability closes that gap, making sure no inquiry goes unaddressed.
Beyond the phone call
Browne's roadmap includes expanding SpeakSport to text messaging, email, and other AI tools that automate routine administrative tasks. The goal, he said, is not to remove people from the golf experience but to strip away repetitive duties that pull staff away from hospitality.
Why this matters for operations
For operations managers in golf and similar service industries, phone-based customer inquiries are a leaky bucket when staff can't keep up. An AI receptionist that ties into existing software - not just answering calls but recording what callers want - turns an operational weakness into a source of business intelligence and revenue protection. Instead of losing bookings to a busy signal, operators capture demand, learn from it, and give their teams the space to focus on high-value, face-to-face service.
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