Brunswick Corp: A Century-Old Company

Brunswick Corporation is an American company that has been manufacturing and marketing a wide range of products since 1845. The company was founded by John Moses Brunswick, who moved to the United States from Switzerland at the age of 14 or 15. It was initially established as a carriage-making company but soon expanded into manufacturing billiard tables. Over the years, Brunswick Corporation has diversified its product portfolio and now operates in the marine, recreational, and defence industries. The company has a global presence with employees in 24-25 countries and is headquartered in Mettawa, Illinois.

History of Brunswick Corp

Brunswick Corporation, formerly known as the Brunswick-Balke-Collender Company, is an American corporation that has been developing, manufacturing, and marketing a wide variety of products since its founding in 1845. With a current global workforce of over 13,000 employees operating in 24 countries, Brunswick has established itself as a leader in the marine recreation industry.

Early Beginnings

Brunswick was founded by John Moses Brunswick, who migrated to the United States from Switzerland at the age of 14 or 15. On September 15, 1845, he opened the J. M. Brunswick Manufacturing Company in Cincinnati, Ohio, initially intending to focus on carriage manufacturing. However, he soon became fascinated with billiards and shifted his attention to crafting billiard tables, which proved to be a commercial success.

Expansion and Diversification

In 1848, Brunswick expanded to Chicago, Illinois, marking the first of many branch offices. The company underwent several name changes over the years, reflecting the involvement of family members and mergers with competitors. By 1884, the company was known as the Brunswick-Balke-Collender Company, having merged with Great Western Billiard Manufactory and H. W. Collender Company.

During the late 19th and early 20th centuries, Brunswick continued to diversify its product offerings. They expanded into manufacturing ornate bars for saloons, bowling equipment, and a range of sporting goods. They also ventured into phonographs, tyres, and toilet seats.

World Wars and Beyond

During World War II, Brunswick contributed to the war effort by manufacturing small target-drone aircraft for the US military. Post-war, they introduced a line of school furniture and, in 1949, the "Model A" Mechanical Pinsetter for ten-pin bowling.

In the following decades, Brunswick continued to innovate and expand its product lines, including boating and marine equipment, golfing equipment, and musical instruments. They also supplied camouflage nets and radomes for missiles during the Gulf War.

Recent Years

In the late 20th and early 21st centuries, Brunswick underwent a series of acquisitions and divestments to focus on their core businesses. They strengthened their position in the marine industry, acquiring and later divesting bicycle and fitness brands. Today, Brunswick Corporation remains a leader in marine recreation, committed to transforming experiences on the water through technology and innovation.

Key people at Brunswick Corp

Brunswick Corporation, formerly known as the Brunswick-Balke-Collender Company, was founded by John Moses Brunswick in 1845. It is headquartered in Mettawa, Illinois, and has over 13,000 employees operating in 24 countries.

The current CEO of Brunswick Corporation is David Foulkes, who succeeded Mark Schwabero in January 2019. During his tenure at Mercury Marine, a subsidiary of Brunswick Corporation, Foulkes oversaw the development of Mercury's award-winning line-up of market-leading outboard engines.

Brett Dibkey is the President of the Advanced Systems Group (ASG), which was established in 2019. ASG is composed of 11 Power Products brands, including Attwood, Garelick, MotorGuide, and Whale, combined with the Attwood Group of businesses.

Other key people at Brunswick Corporation include:

• George Buckley, former Chairman and CEO who led the company into a large acquisition phase, focusing on marine and technology.
• Dustan E. McCoy, former Chairman and CEO who nearly doubled the size of the boat group and enhanced the dealer network.
• Jack Hanigan, the first non-family member to lead Brunswick, who took over in the 1950s and focused on the medical and technical businesses.
• K. Brooks Abernathy, former Chairman and CEO who continued to invest in Brunswick's medical and technology industries.
• Jack Reichert, former President and CEO who returned the company to its leisure-business legacy and divested most of its non-recreational businesses.

Awards and recognition for Brunswick Corp

Brunswick Corporation has received numerous awards and recognition over the years. In 2023, Brunswick was named by Forbes as a World's Best Employer and as one of America's Most Responsible Companies by Newsweek, both for the fourth consecutive year. The company was also named to the 2023 list of Best Companies to Work For by U.S. News & World Report and one of America's Most Responsible Companies by Newsweek.

Brunswick has also been recognised for its commitment to safety, with CEO David Foulkes emphasising the company's belief that "eliminating hazards and risks is the most effective control measure for safety". In 2024, Brunswick announced the 33 recipients of its awards for exceptional safety performance, highlighting its dedication to safety culture and initiatives.

In terms of product innovation, Brunswick and its brands have been awarded 11 Boating Industry Top Product Awards in 2024 for the second consecutive year. This includes recognition for the B&G Hercules Sailing Data Processor, Lowrance Eagle Fish Finder, Mastervolt Mac Plus DC-DC Charger, and Mercury Avator 20e and 35e Electric Outboards, among others.

Additionally, Brunswick has been recognised for its technological advancements, participating in the 2020 Consumer Electronics Show (CES) in Las Vegas, where its exhibit won a Best in Show Award. The company has also been named among Forbes' 500 Best Mid-Sized Employers for 2018, recognised for its diverse and inclusive workplace culture.

Furthermore, Brunswick has been acknowledged for its contributions to the community and its support for various causes. The Brunswick Foundation, established in 1957, has provided scholarships and funded projects that align with the company's business interests and benefit its employees and communities.

Brands owned by Brunswick Corp

The Brunswick Corporation, formerly known as the Brunswick-Balke-Collender Company, is an American corporation that has been developing, manufacturing and marketing a wide variety of products since 1845. The company has more than 13,000 employees operating in 24 countries and is the global leader in marine recreation.

Brunswick owns over 60 industry-leading brands, including:

Marine Propulsion

Mercury Marine, Mercury Racing and MerCruiser.

Marine Parts, Accessories, Distribution and Technology

Mercury Parts & Accessories, Land ‘N’ Sea, Lowrance, Simrad, B&G, Mastervolt, RELiON, Attwood and Whale.

Boat Brands

Boston Whaler, Lund, Sea Ray, Bayliner, Harris Pontoons, Princecraft, Quicksilver, Crestliner, Meridian, Rayglass, Uttern, Valiant, and many more.

Service, Digital and Shared-Access Businesses

Freedom Boat Club, Boateka, financing, insurance, and extended warranty businesses.

Fitness and Sporting Equipment

Life Fitness, Hammer Strength, Parabody, and Indoor Cycling Group.

Other

NAUTIC-ON, Power Products, Brunswick Billiards, and SCIFIT.

In addition to its core marine and fitness businesses, Brunswick has also historically manufactured a diverse range of products, including billiard tables, bowling equipment, school furniture, tyres, phonographs, and even small target-drone aircraft for the U.S. military during World War II.

Global presence of Brunswick Corp

Brunswick Corporation is a global leader in marine recreation, with operations in 25 countries and products sold in over 170 markets. The company has established regional headquarters in Belgium, Australia, and the United Arab Emirates to further its global reach. Brunswick's global headquarters is in Mettawa, Illinois, and it has more than 13,000 employees worldwide.

Brunswick has a diverse portfolio of industry-leading brands across marine propulsion, parts, accessories, distribution, and technology. Its boat brands include well-known names such as Boston Whaler, Sea Ray, Bayliner, and Mercury Marine. The company also has a strong presence in the fitness equipment industry, with brands like Life Fitness, Hammer Strength, and ParaBody.

Brunswick's commitment to innovation and consumer-focused technology has driven its success. The company's ACES Innovation Strategy, which focuses on autonomy, connectivity, electrification, and shared access, is at the core of its industry-leading efforts. By leveraging its understanding of consumers, Brunswick brings the ACES strategy to life in the marine environment, elevating and simplifying boating experiences.

Brunswick's global presence is further enhanced by its international sales offices in Mexico, Honolulu, Paris, and Canada. The company has also established manufacturing plants and facilities in various countries, including Mexico, Brazil, Ireland, Germany, the Netherlands, Belgium, France, Austria, and Australia.

The company's products and services are designed to meet the diverse needs of its global customers, with a focus on local talent and market demands. Brunswick's global expansion and diverse business portfolio have contributed to its success and established it as a leader in the marine recreation industry.

Frequently asked questions