The Bowling Brands: Unraveling The Amf And Brunswick Connection

Brunswick Corporation and AMF Bowling Worldwide are not owned by the same company. In fact, Brunswick Corporation sold its bowling business to Bowlmor AMF (now known as Bowlero Corporation) in 2014. Brunswick Corporation, formerly known as the Brunswick-Balke-Collender Company, is an American company that has been manufacturing and marketing a wide variety of products since 1845. On the other hand, AMF Bowling Worldwide is a major operator of bowling centres and a manufacturer of bowling equipment.

AMF Bowling Worldwide was formed in 2013 after AMF Bowling's bankruptcy

AMF Bowling Worldwide, a leading operator of bowling centres, was formed in 2013 after AMF Bowling's bankruptcy. The company was created through a merger with Strike Holdings LLC, which operated the upscale Bowlmor Lanes. The new company was jointly owned by Bowlmor, certain of AMF Bowling's second lien lenders, and Credit Suisse.

AMF Bowling Worldwide operates as an entertainment and leisure company, specialising in bowling, dining, and nightlife experiences. The company offers bowling alley services, including lane reservations, bowling leagues, and event hosting. It primarily serves the sports and entertainment industry.

AMF Bowling Worldwide's formation in 2013 brought all remaining bowling centres and a 50% interest in the QubicaAMF joint venture under the control of Bowlmor AMF (now known as Bowlero Corporation). This merger created the largest owner and operator of bowling centres in the United States, with a total of 257 centres in the country and eight in Mexico.

The history of AMF Bowling Worldwide dates back to the American Machine and Foundry (AMF, Inc.), which entered the bowling business after World War II. Over the years, the company expanded into various manufacturing businesses, including bowling equipment and centres. However, by the late 1970s and early 1980s, AMF faced challenges due to ageing production facilities and quality control issues. Despite bowling remaining profitable, the company experienced losses in other areas.

In 1985, AMF, Inc. was acquired by Minstar, Inc., and its bowling divisions were sold to Commonwealth Venture Partners, forming AMF Bowling Companies, Inc. (later known as AMF Bowling Worldwide). The company changed hands again in 1996 when it was bought by Goldman Sachs, and it went public in 1997. However, financial troubles led to downsizing and bankruptcy in 2001.

After emerging from bankruptcy in 2004, AMF Bowling Worldwide focused on improving its remaining centres and shedding non-core assets. The company continued to face challenges and entered bankruptcy again in 2012. The merger with Strike Holdings LLC in 2013 allowed AMF Bowling Worldwide to reorganise and emerge from bankruptcy for the second time.

Brunswick Corporation is one of the longest-running publicly-traded companies on the NYSE

Brunswick Corporation, formerly known as the Brunswick-Balke-Collender Company, is one of the longest-running publicly-traded companies on the New York Stock Exchange (NYSE). The company was founded in 1845 by John Moses Brunswick, who came to the United States from Switzerland at the age of 15. The J. M. Brunswick Manufacturing Company opened for business on September 15, 1845, in Cincinnati, Ohio.

Originally, the company focused on making carriages, but soon after opening, John Brunswick became fascinated with billiards and decided to make billiard tables. The billiard tables were a commercial success, and the business expanded, opening the first of many branch offices in Chicago, Illinois, in 1848. Over the years, the company expanded its product line to include a diverse range of items such as bowling equipment, phonographs, and even toilet seats.

In the 20th century, Brunswick continued to diversify its offerings and established itself as a leader in the marine industry. The company introduced its first line of golfing equipment in the 1950s and became a major maker of yachts and pleasure boats in the 1980s. Today, Brunswick Corporation is a global leader in marine recreation, committed to transforming experiences on the water through consumer-focused technology and bold innovation. The company has over 13,000 employees operating in 24 countries and reported sales of US$5.8 billion in 2021.

Throughout its long history, Brunswick Corporation has demonstrated resilience and adaptability, weathering economic booms and busts, world wars, and changing consumer trends. The company has continuously evolved and expanded its business, solidifying its position as one of the longest-running publicly-traded companies on the NYSE.

Brunswick sold its bowling business to Bowlmor AMF for £270 million

Brunswick Corporation, formerly known as the Brunswick-Balke-Collender Company, is an American company that has been manufacturing and marketing a wide variety of products since 1845. In July 2014, Brunswick announced its intention to leave the bowling business by the end of the year. The company agreed to sell its bowling centers to Bowlmor AMF for $270 million. This decision came as a shock to many in the industry as Brunswick had been synonymous with bowling for over a century.

The sale of the bowling centers was part of Brunswick's plan to exit the bowling business and focus on its core marine and fitness businesses. The bowling centers generated $187 million in sales and were very profitable for the company. However, the changing nature of the industry and the decline in league bowling led Brunswick to believe that its centers would be better off under new ownership. Bowlmor AMF, the buyer, was a New York-based company that owned and operated bowling centers under the brands Bowlmor, AMF, and Bowlero.

The deal between Brunswick and Bowlmor AMF merged the top two bowling center operators in the country, resulting in a combined 357 locations. This acquisition solidified Bowlmor AMF's position as the world's largest bowling center operator. The transaction was completed in September 2014, and Bowlmor AMF retained the Brunswick branding and maintained the existing locations.

Brunswick's exit from the bowling business was completed in May 2015 with the sale of its bowling equipment and products division to BlueArc Capital Management. This marked the end of the company's association with the bowling industry, which it had entered in the 1880s.

Bowlmor AMF changed its name to Bowlero Corporation in 2018

Bowlmor AMF changed its name to Bowlero Corporation on 4 January 2018. The company was formed in July 2013 when AMF Bowling Worldwide, which had filed for Chapter 11 bankruptcy in May 2012, reorganised and combined with Strike Holdings LLC, which operated the upscale Bowlmor Lanes.

The new name was chosen to reflect the success of the company's lead bowling centre brand, Bowlero, which debuted in 2014. Bowlero centres are modern interpretations of traditional bowling alleys, featuring retro-inspired, upscale amenities, inventive food and beverage offerings, and interactive arcades and amusements.

At the time of the name change, the company planned to launch more than a dozen Bowlero-branded centres as it renovated and converted its traditional centres and opened new locations throughout the country.

The company was created following the merger of Bowlmor Lanes, an upscale bowling and entertainment company, and AMF Bowling Worldwide, and continued its growth with the acquisition of Brunswick Corporation's bowling centre business in 2014.

In June 2017, private equity firm Atairos Group paid in excess of $1 billion to acquire Bowlmor AMF from its previous investors.

Bowlero Corporation is the largest ten-pin bowling operator in the world

The company was formed in July 2013 when Bowlmor Lanes, an upscale bowling and events company, merged with AMF Bowling Worldwide, which had filed for bankruptcy earlier that year. In 2014, the newly formed company, then known as Bowlmor AMF, acquired Brunswick Corporation's bowling centres, uniting two longtime industry rivals for the first time in history. In 2018, Bowlmor AMF changed its name to Bowlero Corporation.

Bowlero Corporation's centres have an average of 40 lanes, compared to the US bowling centre average of 21 lanes. The company's unique offering includes blacklight bowling, arcade games, signature cocktails, and an extensive food menu. The company's services are used by over 40 million guests annually.

In addition to its bowling business, Bowlero Corporation also owns the Professional Bowlers Association (PBA), the major league of bowling, which it acquired in 2019. The company has also expanded into other entertainment sectors, including the acquisition of Lucky Strike Entertainment in 2024.

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