Pickleball clubs are scaling into full hospitality operations faster and faster everyday. Brandon Hurter, the founder and CEO of Pivot180, argues that AI can absorb the administrative load without diluting the high-touch member experience. A technology marketer by training, Hurter launched Pivot180 as an AI advisory that helps small and mid-sized businesses turn AI strategy into working automation.
On this episode of the Pickleball Innovators Podcast, Hurter joins editor-in-chief and host Rachel Chonko to break down the operational pressures facing club operators, the specific AI workflows he’s deploying for membership organizations and trends reshaping club technology. His advice — identify repetitive, friction-heavy tasks that consume staff time and hand them to AI so teams can spend more time with members.
Show Notes:
- At 0:40, Hurter explains he founded Pivot180 to give small and mid-sized businesses practical, executable AI guidance.
- Rapid pickleball growth pushes clubs toward hospitality-style operations and Hurter says staffing limits and rising member expectations make adding headcount an unsustainable answer at 2:00.
- At 5:20, Hurter describes AI agents that fill under-registered events and reengage dormant members, freeing lean marketing and membership teams for more personal outreach.
- Hurter advises overwhelmed operators to skip the AI noise and target repetitive workflows, often using tools such as Microsoft CoPilot or Google Gemini they already have at 11:45.
- At 14:10, Hurter says he sees clubs moving from a dozen disconnected apps to an AI layer that unifies data and shifts from answering questions to performing defined tasks with a human in the loop.
- Hurter lays out the build versus buy decision, noting that off-the-shelf tools may not fit a club’s workflow and that custom builds can cost less over time at 17:40.
- Lastly, at 19:10, Hurter envisions a platform of reusable AI agents for membership clubs that operators can switch on, evaluate and shelve as needed.
Prefer to listen? The full interview can be found on SoundCloud, Apple Podcasts and Spotify.
Gain a competitive advantage
Subscribe to Pickleball Innovators for insider tips, expert insight and the latest trends to help your pickleball business thrive.
Jordan Meek is a staff writer for Pickleball Innovators, where she covers the rapidly evolving business of pickleball — from facility growth and technology to player experience and industry strategy. A graduate of Denison University with a degree in Journalism, she joined Peake Media in 2025 and brings a passion for storytelling and curiosity to every piece. Jordan is driven to spotlight the leaders shaping the sport and uncover insights that help operators thrive in the fastest-growing game in America. Reach her at jordan@peakemedia.com.
