Brunswick Corporation to buy Classic Products Corporation

In a press release December 16, 2024, Brunswick announced:

Brunswick Bowling Products is announcing the planned acquisition of the assets of Classic Products Corp. including warehouses, inventory, and general business operations and the transition to exclusive distribution of Brunswick’s Aftermarket and Consumer product lines while continuing to provide distribution for all current brands and products for the United States bowling market through Classic Bowling Products starting in May 2025. 

We understand that this news could raise concerns among distributors, bowling centers, pro shops, and retailers, and we want to assure you that Brunswick Bowling Products remains committed to the bowling business and the sport of bowling. This planned acquisition provides the opportunity to improve product availability, enhance efficiency in the supply chain, and continue investing in customer support resources and the development of new products and technologies for bowling centers, pro shops, and bowlers. 

Classic Products Corp. current owners Mike Eid, Shawn Spade, and Jimmy Land will remain in their present leadership roles and will maintain responsibility for the new “Classic Bowling Products” division for Brunswick Bowling Products. 

Over the next 60 days, we will be developing sales, marketing, and operational plans to improve the overall efficiency of the distribution channel for bowling centers, pro shops, and retailers across the United States. This is a significant investment, and we look forward to continuing with the tradition of providing outstanding support and service for the bowling industry. Kind Regards, Corey Dykstra CEO Brunswick Bowling Products.

Kind regards,

Corey Dykstra 

CEO 

Brunswick Bowling Products

In a Question and Answer addendum, the first question: Why is Brunswick acquiring Classic Products? After an extensive review of the US distribution model for bowling products, it was determined that changes were needed to improve product availability and overall efficiency in the supply chain for bowling centers, pro shops, and retailers across the United States. Initial discussions were centered around a direct sales model, but it was determined that the best option was to acquire an existing distributor to provide the smoothest, fastest, and best transition for the bowling industry. These strategic discussions resulted in an investigation into acquiring Classic Products Corp., the largest bowling products distributor in the world, and once it was confirmed that long-term business strategies to protect the bowling products supply chain were aligned, an agreement was reached. 

Who will lead and manage the Classic Products operations? Classic Products Corp. current owners Mike Eid, Shawn Spade, and Jimmy Land will lead the outstanding team of Classic employees to drive continuous improvement for the bowling products distribution business. 

What is the plan for integrating Classic Products into Brunswick’s operations? The plan is for Classic Bowling Products to remain an independent operation as a full-line bowling products distributor supporting bowling centers, pro shops, and retailers across the United States with all the current brands and product lines. 

When will distribution changes occur for Brunswick’s brands and product lines? Current Brunswick distributors may purchase Brunswick Aftermarket and Consumer product lines through April 30, 2025, and may continue to sell these products beyond this date as they liquidate inventory. 

Where will the distribution warehouses be located? Classic’s four warehouse locations in Fort Wayne, IN, Largo, FL, Garland, TX, and Henderson, NV will remain with plans for a new headquarters warehouse and office in Fort Wayne. There are also plans for adding a warehouse location in the northeast region of the United States. 

What is the timeline for the acquisition? Brunswick Bowling Products will take ownership of Classic Products Corp. assets, and Classic Bowling Products will continue “business as usual” operations with no disruptions to product availability, service, and support. 

Will Brunswick retain employees from Classic Products Corp.? Yes, Brunswick will be retaining Classic Products’ employees and investing in additional resources to continue providing the best possible service and support to bowling centers, pro shops, and retailers across the United States. 

How did this happen? The fact is that the loss of bowling centers, pro shops, and league bowlers makes the bowling products business extremely challenging in today’s market, and industry consolidation provides the opportunity for enhanced efficiency and improved customer support. 

How will this impact Brunswick’s product warranties and pro shop rebate programs? This will have no impact on Brunswick’s product warranties and Rewards Plus program.