How AI Is Changing Golf Course Operations | BK Browne, Founder of SpeakSport

The golf industry has embraced technology in countless ways over the past decade, from GPS-enabled golf carts and advanced launch monitors to sophisticated online tee sheet systems. Yet one area of golf operations has remained surprisingly unchanged: the telephone.

In this episode of the Chicago Golf Report Podcast, we talk with BK Browne, founder of SpeakSport, to discuss how artificial intelligence is helping golf courses provide better customer service, capture missed revenue opportunities, and support overworked pro shop staff.

Browne developed SpeakSport after witnessing firsthand the operational challenges faced by golf course employees. Working at a golf club in Connecticut, he observed staff constantly juggling multiple responsibilities—checking in golfers, assisting with merchandise purchases, answering questions, and handling a steady stream of incoming phone calls.

The result was often frustration for both staff and customers.

“When the phone rings continuously, somebody is always waiting,” Browne explained. “Either the golfer standing in front of you or the golfer calling on the phone.”

That challenge became the foundation for SpeakSport, an AI-powered receptionist platform designed specifically for golf facilities.

Solving the Missed Call Problem

Many golf operators underestimate the number of customer inquiries that go unanswered each day. During busy periods, pro shop staff often place callers on hold or miss calls entirely while helping golfers in person.

According to Browne, those missed interactions frequently result in lost business. Golfers looking to book a tee time, ask about course conditions, or inquire about upcoming events often move on to another facility if they cannot get the information they need quickly.

SpeakSport addresses this issue by serving as an AI receptionist that works alongside existing golf course staff. The platform answers calls 24 hours a day, seven days a week, ensuring golfers can always reach the facility.

Rather than replacing employees, Browne views the technology as a support system that allows staff members to focus on delivering exceptional service to customers who are physically present at the facility.

Deep Integration with Golf Technology

One of the key differentiators for SpeakSport is its ability to integrate directly with golf course management systems.

The platform currently integrates with tee sheet and point-of-sale providers such as ForeUP, allowing golfers to complete bookings directly through an AI-powered phone conversation.

Because the system is trained using each facility’s specific information—including booking rules, operating hours, player classifications, rates, and event schedules—it can answer detailed questions that would traditionally require a staff member.

The AI can also transfer callers to the appropriate department whenever a human conversation is needed.

Browne described SpeakSport as a “connecting layer” between golfers and the facility, ensuring that information is always available while preserving the personal interactions that remain essential to the golf experience.

Cog Hill’s Implementation

One of the most notable local implementations of SpeakSport is at Cog Hill Golf & Country Club in Lemont, Illinois.

Under the leadership of owner Katherine Jemsek and General Manager Troy Newport, Cog Hill adopted the platform as part of its ongoing commitment to customer service.

According to Browne, the early results have been revealing.

While management expected the system to handle routine tee time bookings and basic customer questions, the data uncovered significant demand for information regarding tournaments, special events, instructional programs, and seasonal promotions.

The technology also helps golfers stay informed about weather delays, outing schedule changes, and other operational updates without requiring staff intervention.

For a high-volume operation like Cog Hill, the ability to answer every inquiry consistently and accurately has become a meaningful advantage.

New Data Insights for Operators

Beyond customer service improvements, SpeakSport provides something many golf operators have never had before: detailed reporting on why golfers are calling.

Golf facilities have long relied on online booking data to understand customer behavior, but phone conversations often contain valuable information that goes untracked.

With SpeakSport, operators can analyze call trends, identify common customer questions, and better understand the interests and concerns of their golfers.

These insights can influence marketing campaigns, staffing decisions, event planning, and promotional strategies.

For example, if a facility notices increased inquiries about junior golf programs or upcoming outings, it can adjust its communications and offerings accordingly.

Why Public Courses May Benefit Most

Although private clubs have expressed interest in the platform, Browne believes the greatest opportunity currently exists within public and resort golf operations.

Private clubs often benefit from established relationships between members and staff. Public facilities, however, compete aggressively for every customer interaction.

A missed call at a public golf course often means a golfer simply books elsewhere.

As Browne explained during the interview, every unanswered phone call represents potential revenue that may never return.

By ensuring every golfer receives immediate assistance, courses can improve both customer satisfaction and business performance.

The Future of AI in Golf

Looking ahead, Browne sees SpeakSport evolving well beyond phone conversations.

The company’s vision includes expanding into text messaging, email communication, and additional AI-powered tools designed to automate routine administrative tasks throughout the golf operation.

The goal is not to replace people but to eliminate repetitive responsibilities that prevent staff from focusing on the personal interactions that make golf unique.

As artificial intelligence continues to mature, Browne believes successful golf facilities will use technology to enhance hospitality rather than replace it.

The result could be a future where golfers receive faster service, course operators gain better business intelligence, and employees spend more time creating memorable customer experiences.

For golf facilities looking to improve efficiency while maintaining a customer-first culture, SpeakSport offers an intriguing glimpse into what that future may look like.

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