NASHVILLE, Tennessee — May 22, 2026
Executive Summary
Baseline has launched what it describes as the first agentic AI operating system designed for multi-location travel sports facilities and club organizations, with USA Prime adopting the platform as its preferred facility operating system. The release introduces unified management tools for scheduling, payments, registrations, rosters, memberships, and facility operations through a single platform. According to the company, the launch addresses operational fragmentation across scaled sports organizations while supporting multi-site growth, AI-powered workflows, and multi-bank payment routing across the rapidly expanding travel sports industry.
Announcement Overview
Baseline announced the release of a new AI operating system purpose-built for multi-location and multi-bank travel sports organizations. The platform consolidates facility and club management into a single login accessible across desktop and mobile devices. According to the company, the system includes AI-powered season building, payment recovery automation, drag-and-drop athlete workflows, and multi-bank fee routing capabilities. USA Prime is leveraging the platform as its preferred facility operating system. Baseline stated that the rollout is immediately available to all existing customers at no additional cost and is designed to support complex multi-site operators managing teams, memberships, training programs, and facility operations.
Key Announcement Details
- Announcement Type: AI operating system launch for travel sports organizations
- Company: Baseline
- Announcement Date: May 22, 2026
- Headquarters Mentioned: Nashville, Tennessee
- Platform Category: Agentic AI operating system
- Primary Market Focus: Multi-location travel sports facilities and club organizations
- Adopting Organization: USA Prime
- USA Prime Role: Preferred facility operating system partner
- Core Objective: Consolidate fragmented sports facility and club management systems into a unified operating platform
- Platform Accessibility: Available on desktop and mobile devices through a single login
- Primary Operational Functions: Scheduling, payments, registrations, rosters, memberships, marketing, websites, team management
- AI Capabilities: AI-generated season structures and custom payment plans from one-line prompts
- Workflow Features: Drag-and-drop tryouts, rosters, and athlete placement workflows
- Data Features: Tryout data surfaced directly within athlete workflows
- New Tool Introduced: Magic Recollect
- Magic Recollect Function: One-click payment recovery text messaging for parents with outstanding balances
- Payment Infrastructure Capability: Multi-bank payment routing
- Multi-Bank Routing Functionality: Individual fees within team packages routed to separate business entities and bank accounts
- Supported Fee Categories: Uniform charges, training fees, national affiliation fees, memberships
- Registration Capability: Parent registration completed through text without login requirements
- Industry Market Size Referenced: More than $40 billion in annual travel sports spending
- Current Operational Reach: 700 facilities
- Transaction Volume: Millions of transactions processed monthly
- Facility Composition: 86 percent of facilities also operate teams
- Development Process Mentioned: Built using feedback from 1,600 support calls, weekly operator meetings, and thousands of user notes
- Target Customer Base: Scaled sports facility operators and multi-site club organizations
- Customer Rollout: Available to all Baseline customers at no additional cost
- Founder Mentioned: Eli Herrick
- Media Contact: Jason Dotson, Head of Marketing at Baseline
- Company Website: baselinepro.com
Baseline Launches Agentic AI Operating System for Travel Sports Facilities
Baseline announced the launch of what the company describes as the first agentic AI operating system built specifically for multi-location and multi-bank travel sports facilities.
According to the announcement, the platform was developed to address operational fragmentation across scaled sports organizations operating multiple facilities, club programs, memberships, and payment structures across different markets.
The company stated that many travel sports organizations previously relied on:
- Disconnected scheduling systems
- Separate registration platforms
- Independent payment tools
- Fragmented roster management systems
- Standalone membership software
- Multiple operational logins
Baseline stated that the newly rebuilt platform consolidates these functions into a unified operating environment.
Key platform capabilities include:
- Unified facility and club management
- Single-login operational access
- Desktop and mobile accessibility
- AI-powered operational workflows
- Multi-bank payment routing
- Integrated registration systems
- Drag-and-drop athlete placement tools
- Automated payment recovery features
The company stated that the platform is designed specifically for scaled operators expanding into multiple markets and managing increasingly complex organizational structures.
USA Prime Adopts Baseline as Preferred Facility Operating System
According to the announcement, USA Prime has adopted Baseline as its preferred facility operating system.
Baseline stated that the partnership reflects increasing demand from large travel sports organizations seeking operational consolidation and AI-powered infrastructure capable of supporting multi-site growth.
The company indicated that scaled operators often manage:
- Multiple business entities
- Separate facility operations
- Training programs
- Membership structures
- Tournament fees
- Uniform payments
- National affiliation costs
Baseline stated that its platform enables organizations to centralize these operational layers within a single management environment.
The company also noted that the platform’s architecture supports organizations operating across multiple facilities and financial structures simultaneously.
Unified Facility and Club Management Platform
According to Baseline, the new operating system consolidates facility and club management into a single operational stack.
The company stated that the platform replaces fragmented workflows previously spread across multiple software systems.
Core operational functions now unified within the platform include:
- Facility scheduling
- Team management
- Roster creation
- Tryout workflows
- Athlete placement
- Membership administration
- Payment processing
- Marketing management
- Website management
Baseline stated that all operational functions are accessible through one login environment optimized for both mobile and desktop usage.
The company also highlighted its drag-and-drop workflow capabilities for tryouts, rosters, and athlete placements.
According to the announcement, tryout data can now be surfaced directly within athlete workflows, helping operators manage placements and registrations within a centralized system.
Magic Recollect Tool Introduces Automated Payment Recovery
Baseline introduced a new feature called Magic Recollect, designed to automate payment recovery communications for organizations managing large parent and athlete payment volumes.
According to the company, the tool enables operators to send payment recovery text messages to every parent with an outstanding balance through a single-click workflow.
The company stated that the feature was developed to simplify collections management for sports facilities and club operators handling recurring registrations, memberships, and seasonal fee structures.
Highlighted capabilities include:
- One-click payment recovery messaging
- Automated outstanding balance notifications
- Text-based parent communications
- Integrated payment workflows
- Centralized collections management
Baseline stated that the feature is designed to reduce operational friction while improving collections visibility across large organizations.
AI Agent Builds Season Structures and Payment Plans
According to the announcement, the platform includes an integrated AI agent capable of generating full season structures and custom payment plans from a one-line prompt.
Baseline stated that the AI functionality was designed to reduce administrative workload for operators managing multiple teams, facilities, and seasonal programs simultaneously.
The company noted that the AI agent can support:
- Season structure generation
- Custom payment plan creation
- Operational workflow automation
- Administrative task reduction
- Multi-site coordination support
Baseline stated that the AI-driven workflow tools were built specifically around operational realities experienced by travel sports organizations operating at scale.
The company also indicated that the platform was developed through direct collaboration with large facility operators and sports organizations across the United States.
Multi-Bank Routing Supports Complex Fee Structures
Baseline stated that one of the platform’s core infrastructure capabilities involves multi-bank payment routing.
According to the company, the feature allows individual fees within a team package to be automatically distributed to separate business entities and bank accounts.
Examples highlighted in the announcement include:
- Uniform charges routed to one account
- Training fees routed to another account
- National affiliation fees routed separately
- Membership fees bundled within team packages
The company stated that this functionality addresses a common operational challenge for scaled club operators managing multiple financial relationships simultaneously.
Baseline noted that the platform was specifically designed for organizations operating end-to-end service businesses with layered financial structures.
Parent Registration Workflow Eliminates Login Requirements
According to Baseline, parents can complete athlete registration workflows entirely through text-based interactions without requiring account logins.
The company stated that the registration experience was designed to simplify onboarding and reduce friction within high-volume sports registration environments.
Highlighted workflow benefits include:
- Text-based registration completion
- No login requirement
- Faster onboarding workflows
- Reduced registration friction
- Simplified parent experience
Baseline stated that the approach supports higher operational efficiency while improving accessibility for families interacting with sports organizations across multiple programs and facilities.
Founder Commentary
Eli Herrick, founder of Baseline, said the platform was designed around the operational realities facing complex travel sports organizations.
“The organizations we built this for run end-to-end service businesses. 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.”
Herrick stated that the platform was developed in direct collaboration with sports facility operators and large club organizations.
“We built Baseline hand-in-hand with the most sophisticated operators in the US. 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.”
Travel Sports Market Continues Expansion
According to the announcement, the travel sports industry now exceeds $40 billion in annual spending.
Baseline stated that the company currently processes:
- Millions of transactions monthly
- Across 700 facilities
- With 86 percent of facilities also operating teams
The company noted that the platform was specifically designed to support organizations managing increasing operational complexity across expanding sports programs and facility networks.
Baseline stated that the operating system rollout is available immediately to all existing customers at no additional cost.
About Baseline
Baseline is a management platform for sports facilities and club organizations.
The company provides unified operational tools across:
- Scheduling
- Payments
- Teams
- Memberships
- Marketing
- Website management
According to the company, its transaction-based pricing structure helps facilities reduce software costs while enabling multi-site operators to scale operations through integrated AI-powered workflows and centralized infrastructure.
Media Contact
For additional information, visit baselinepro.com.
Source Attribution
Source: Company announcement
