Bowlero: Why Brunswick Is Changing Lanes

Brunswick Corporation, a company that has been synonymous with bowling for over a century, shocked the industry in 2014 when it announced its exit from the bowling business. Brunswick sold its bowling centres to Bowlmor AMF (now known as Bowlero Corporation) for $270 million, with all remaining Brunswick locations being rebranded as either Bowlero or AMF by 2020. This decision was made due to the changing nature of the industry, as many bowling centres began to offer additional entertainment options such as arcades and rock-climbing walls to attract families. Bowlero Corporation, the largest ten-pin bowling centre operator in the world, has since continued to expand and diversify its portfolio of bowling brands, including Bowlero, Bowlmor Lanes, and AMF Bowling Co.

Brunswick's exit from the bowling business

Brunswick Corporation, synonymous with bowling for over a century, shocked the industry by announcing its exit from the bowling business in July 2014. The company's decision to sell its bowling centers to Bowlmor AMF (now Bowlero Corporation) for $270 million marked a significant shift. Brunswick's bowling centers, with their additional entertainment offerings, no longer aligned with the rest of the company, which focused on billiards, exercise equipment, and pleasure boats.

The sale of Brunswick's 85 bowling centers to Bowlmor AMF was completed in September 2014, with the new owners retaining Brunswick employees and honoring commitments to bowling leagues. This deal combined the top two bowling center operators in the country, creating a massive bowling empire. By 2019, Bowlero Corporation had over 300 locations, including some outside the United States, making it the largest owner and operator of bowling centers worldwide.

While Brunswick's decision to exit the bowling business may have surprised many, it was a strategic move to focus on their core competencies and adapt to the evolving nature of the industry. The company retained its heritage billiards business, spinning off the fitness equipment division, which included the Brunswick Billiards line, into Life Fitness in 2019. The bowling equipment and products division was sold to BlueArc Capital Management in 2015, and the bowling center business was acquired by Bowlero Corporation, completing Brunswick's exit from the bowling industry.

The impact of Brunswick's departure from the bowling business was significant, given their long history of innovation and influence in the industry. They were instrumental in standardizing the rules of the game and developing technologies like automatic pinsetters. Brunswick's exit left a void that Bowlero Corporation eagerly filled, rebranding the acquired centers and continuing to shape the future of bowling entertainment.

Bowlero's acquisition of Brunswick's bowling centers

Brunswick Corporation, synonymous with bowling for over a century, shocked the industry by announcing its exit from the bowling business in July 2014. The company agreed to sell its 85 bowling centers to Bowlmor AMF (now Bowlero Corporation) for $270 million. This acquisition was completed in September 2014, with Bowlero taking over all 85 Brunswick Bowling & Billiards centers.

The deal merged the top two bowling center operators in the country, creating a combined total of 357 locations. It marked a significant shift in the $4 billion North American bowling market, which had seen a decline in league bowling and a shift towards more casual bowlers and special events.

Bowlmor AMF, a New York-based company, retained Brunswick employees and honored its commitment to leagues, while also aiming to introduce a new generation to league bowling and support professional bowling. By September 2019, Bowlero had rebranded all 56 remaining Brunswick Zone centers, joining over 60 existing Bowlero locations across the US and Canada. The rebrand included internal and external upgrades, such as blacklight lanes, upscale amenities, and a unique food and drink selection.

The acquisition of Brunswick's bowling centers by Bowlero Corporation reflects the changing nature of the industry. Brunswick, a maker of billiards, exercise equipment, and pleasure boats, no longer saw bowling centers as a core part of its business. Bowlero, on the other hand, specializes in bowling entertainment, offering a hipster-inspired bowling concept with a retro-modern style and a focus on enhancing the bowling experience.

Bowlero's rebranding of Brunswick Zone centers

Bowleros rebranding of Brunswick Zone centers

Brunswick Corporation, a company that has been synonymous with bowling for over a century, shocked the industry in 2014 when it announced its exit from the bowling business. As part of this decision, Brunswick sold its bowling centers to Bowlmor AMF (now known as Bowlero Corporation) for $270 million. This included all 85 of Brunswick's bowling centers, which generated $187 million in sales and employed about 3,500 people.

The acquisition by Bowlmor AMF merged the top two bowling center operators in the country, creating a combined total of 357 locations. By September 2019, Bowlero Corporation had rebranded all 56 remaining Brunswick Zone centers to Bowlero, joining the more than 60 existing Bowlero locations across the U.S. and Canada. The rebrand included internal and external upgrades, with select centers featuring upscale amenities like high-definition video walls and plush lounge seats, as well as a unique food and drink selection.

Known for its millennial-friendly and hipster-inspired approach to bowling entertainment, Bowlero offers a retro-modern style and signature blacklight lanes that elevate the bowling experience. The rebranding reflects Bowlero Corporation's commitment to enhancing and expanding the bowling experience at their locations nationwide.

The shift from Brunswick to Bowlero also represents a change in the type of bowling offered. While Brunswick centers traditionally focused on league bowling, which amounted to 75-80% of their business, Bowlero centers cater to casual bowlers and special events, attracting families with additional entertainment options such as arcades and rock-climbing walls. This strategy has proven successful, with Bowlero becoming the largest ten-pin bowling center operator in the world, known for its "hip, fun environment".

The history of Brunswick Corporation

Brunswick Corporation, formerly known as the Brunswick-Balke-Collender Company, was founded by John Moses Brunswick, who migrated to the United States from Switzerland as a teenager in 1845. That same year, he set up a shop in Cincinnati, Ohio, where he crafted carriages. However, he soon became fascinated with billiards and started making billiard tables, marking the beginning of the company.

In the following years, the company expanded and opened offices in Chicago. John Brunswick's brothers joined the business, and the company was renamed J.M. Brunswick and Brothers Billiard Table Manufacturing. This was followed by a merger with a competitor, Great Western Billiard Manufactory, resulting in another name change to J.M. Brunswick and Balke Company. The company continued to grow and merge with other businesses, eventually becoming the Brunswick-Balke-Collender Company in 1884.

Over the years, Brunswick expanded its product line beyond billiard tables. They ventured into sporting equipment, introducing innovations like wooden lanes, pins, and the rubber bowling ball. The company also diversified into other areas, including toilet seats, automobile tires, phonographs, and school furniture. During World War II, Brunswick contributed to the war effort by manufacturing small target-drone aircraft for the U.S. military.

In the post-war years, Brunswick continued to evolve. They introduced the "Model A" Mechanical Pinsetter, revolutionising ten-pin bowling. The company also expanded internationally and entered new markets, such as marine engines and pleasure boats. In 1960, the company officially changed its name to Brunswick Corporation.

Brunswick Corporation has a long history of innovation and adaptability. It has weathered economic downturns, recessions, and shifts in consumer trends. The company has continually adapted its business strategies and product offerings to stay relevant and profitable. By the early 21st century, Brunswick still manufactured sporting and fitness equipment while also focusing on its marine and boating businesses.

In the 2010s, Brunswick made several strategic decisions and acquisitions to further strengthen its position. In 2014, the company announced its exit from the bowling business, selling its bowling centres and equipment divisions. This move allowed Brunswick to concentrate on its core marine and fitness businesses.

Today, Brunswick Corporation remains a leader in recreational boats, marine engines, and marine parts and accessories. It has a global presence and continues to shape the leisure and recreation industries.

The future of competitive bowling

Bowling has been a beloved sport for centuries, and it continues to be a popular pastime for people from all walks of life. In 2014, Brunswick Corporation (BC), a company that has been synonymous with bowling for over a century, shocked the industry by announcing its exit from the bowling business. This decision sparked concerns about the future of competitive bowling. However, the sale of Brunswick's bowling centres to Bowlmor AMF (now known as Bowlero Corporation) signalled a new direction for the sport, with a focus on modernising the bowling experience.

To adapt to modern lifestyles, bowling centres are also expanding their offerings beyond just bowling. Many now feature arcades, rock-climbing walls, and other entertainment options to cater to families and casual bowlers. By diversifying their attractions, bowling alleys can appeal to a wider audience and encourage repeat visits.

The decline in league bowlers is a notable trend that the industry is working to address. Centres are experimenting with hybrid leagues that combine online and in-person play, flexible start times, and special discounts to attract new competitors. Additionally, the focus on casual bowlers presents opportunities to engage larger groups and families through discounts, memberships, and enhanced entertainment options.

The integration of technology is expected to play a significant role in the future of competitive bowling. Mobile applications can provide players with tools to improve their skills, while advanced tracking systems can offer real-time data analysis on each throw. Virtual reality simulations allow bowlers to play in immersive environments without leaving their homes. These technological advancements not only enhance the bowling experience but also provide opportunities for remote competitions and digital tournaments.

In conclusion, the future of competitive bowling is bright and dynamic. With the integration of new technologies, a focus on casual bowlers, and adaptations to modern lifestyles, the sport is evolving to meet the needs and interests of changing demographics. As bowling centres embrace innovation and create inclusive environments, they will continue to foster the spirit of camaraderie that has made bowling a beloved pastime for generations.

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