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.

Storm's New PhysiX™ Blackout

 

PhysiX™ Blackout

featuring NEX Pearl Reactive

SIGNATURE LINE

STREET DATE: 12/13

                

New Ball Introductions from Storm, Roto Grip and 900 Global - The ROAD WARRIOR™, The ATTENTION STAR S2™, and The ORIGIN™

 

ROAD WARRIOR™

THUNDER LINE

INFORMATION RELEASE: 11/1

STREET DATE: 11/22

Get ready to conquer the lanes with the Road Warrior™, the next evolution in Storm’s legendary Road series. With the addition of R2S DEEP Pearl, the Road Warrior™ delivers unparalleled control on dry conditions while preserving energy for an explosive finish. Building on the benchmark reliability of its predecessor, The Road™, this ball brings enhanced lane length and a sharper angle through the pins, making every shot count. Whether you're navigating tricky conditions or looking for a dependable all-around performer, the Road Warrior™ steps up with advanced A.I.Core technology, fusing tradition with innovation for ultimate versatility.

Release Date: November 22nd, 2024

Fragrance: Peppermint Patty

Color: Sapphire/Steel

Looks like a terrific replacement for bowlers that loved their HyRoad pearl!

ATTENTION STAR S2™

HP4

INFORMATION RELEASE: 11/1

STREET DATE: 11/22

Introducing the Attention Star S2 

(Sequence 2), the electrifying follow-up to the original Attention Star. After conquering lanes across the globe, the S2 was engineered to align with the legacy of its predecessor while launching its own unique footprint. In the second sequence of our tests, the eTrax™ PLUS Hybrid coverstock emerged as the star—offering unrivaled grip in the midlane without sacrificing recovery down lane. A perfect balance of aggression and control, this ball is built to dominate every level. Prepare to orbit higher, because the Attention Star S2 is ready to take your game to the stratosphere.

Release Date: November 22nd, 2024

Color: Berry/Silver/Black Aqua

ORIGIN™

900 SERIES

INFORMATION RELEASE: 11/1

STREET DATE: 11/22

Introducing The Origin—the first in an all-new series from 900 Global that represents the pinnacle of asymmetric performance. Featuring the never-before-seen Ellipse A.I. core, The Origin redefines torque and power with its groundbreaking single-density weight block. Paired with the brand-new RB93 Hybrid Coverstock and finished with the revolutionary Power Edge polish, this ball is engineered to deliver unmatched performance in oil, maximizing energy retention and control.

Much like the legendary Barnes family—Chris, Lynda, and their son Ryan—The Origin is built on decades of experience and growth, designed to dominate on the lanes. From the origins of innovation to the crafting of a future legend, The Origin is the perfect choice for bowlers looking to elevate their game. A striking two-tone blue pearl and purple solid finish make this ball as visually stunning as it is powerful. The Origin—crafted for performance, built to win.

Release Date: November 22nd, 2024

Color: Sapphire/Sky/Purple

Introducing the New Storm Ion™ Max and 900 Global Sublime™ Focus

 New Balls from Storm and 900 Global

ION™ MAX PREMIER LINE STREET DATE: 9/20

Experience unprecedented power with the Ion Max! A step up in power from the iconic Ion Pro, the Ion Max takes performance to the next level on heavy oil patterns with over 50% more flare potential. Its cutting-edge Element Max A.I. Core, featuring an added weighted disk, delivers unmatched torque and control. The NRG™ Solid coverstock ensures a strong, consistent reaction, while the eye-catching design in bold, contrasting colors makes a statement on the lanes. With the massive ellipse and low RG asymmetrical design of the Element Max weight block, you’re looking at one of Storm's most groundbreaking innovations. Gear up with the Ion Series and dominate all season long! Fragrance: Strawberry Milkshake Experience unprecedented power with the Ion Max! A step up in power from the iconic Ion Pro, the Ion Max takes performance to the next level on heavy oil patterns with over 50% more flare potential. Its cutting-edge Element Max A.I. Core, featuring an added weighted disk, delivers unmatched torque and control. The NRG™ Solid coverstock ensures a strong, consistent reaction, while the eye-catching design in bold, contrasting colors makes a statement on the lanes. With the massive ellipse and low RG asymmetrical design of the Element Max weight block, you’re looking at one of Storm's most groundbreaking innovations. Gear up with the Ion Series and dominate all season long! Experience unprecedented power with the Ion Max! A step up in power from the iconic Ion Pro, the Ion Max takes performance to the next level on heavy oil patterns with over 50% more flare potential. Its cutting-edge Element Max A.I. Core, featuring an added weighted disk, delivers unmatched torque and control. The NRG™ Solid coverstock ensures a strong, consistent reaction, while the eye-catching design in bold, contrasting colors makes a statement on the lanes. With the massive ellipse and low RG asymmetrical design of the Element Max weight block, you’re looking at one of Storm's most groundbreaking innovations. Gear up with the Ion Series and dominate all season long! Experience unprecedented power with the Ion Max! A step up in power from the iconic Ion Pro, the Ion Max takes performance to the next level on heavy oil patterns with over 50% more flare potential. Its cutting-edge Element Max A.I. Core, featuring an added weighted disk, delivers unmatched torque and control. The NRG™ Solid coverstock ensures a strong, consistent reaction, while the eye-catching design in bold, contrasting colors makes a statement on the lanes. With the massive ellipse and low RG asymmetrical design of the Element Max weight block, you’re looking at one of Storm's most groundbreaking innovations. Gear up with the Ion Series and dominate all season long!

SUBLIME™ FOCUS

800 SERIES

STREET DATE: 9/20

Introducing the Sublime Focus—a meticulously engineered symmetric option designed to dominate medium to heavier oil conditions. Building on the success of the original Sublime, this ball features the new Reserve Blend 804™ Solid Reactive coverstock, finished with a 2000-Grit Abralon® for ultimate traction and control. At its core, the Immersed™ Symmetric A.I. Core continues to push the boundaries of innovation, delivering consistent, powerful motion through the pins. Handcrafted with precision, the Sublime Focus is your go-to ball for those challenging lanes where focus and performance meet.

The New Storm Summit Ascent and Roto Grip Optimum Idol Pearl

 

The New Summit Ascent

SUMMIT™ ASCENT

MASTER LINE

The Summit Ascent is designed for forgiveness, helping bowlers ascend to the top and achieve peak performance. Experience seamless transitions from skid to hook to roll as the Summit Ascent’s strong backend ensures a predictable yet potent arc, minimizing surprises and maximizing consistency shot after shot. With Storm’s renowned R2S Solid at 4000-grit Abralon®, this ball strikes the perfect balance between grip and glide, providing enhanced command over both the length and shape of your shots. Usually, the solid hooks the soonest in a line, but with the R2S cover at 4000, this ball is unique and cleaner than a normal solid. Featuring a brand-new scent, Cream Soda, the Summit Ascent is ready to help you reach your personal summit of success in bowling.

 

The New Optimum Idol Pearl     

OPTIMUM IDOL™ PEARL

HP3

As seen on… nope, wait a minute. You have probably seen this… nada, nope, wait just one minute. Truth is, YOU’VE NEVER SEEN A VERSION LIKE THIS! For all of you keeping score at home this marks the very first time in the domestic market we have released an IDOL series ball featuring the Roto Grip MicroTrax Pearl coverstock. Yes, you read that correctly. Never in the history of ever has Roto Grip matched their nanoparticle pearl coverstock on this legendary core shape. Why you ask? That’s a good question. But that’s neither here nor there. The time was right, and that time is now! We felt following up the original solid with a pearl that provides the optimum traction footprint in oil while providing plenty of responsiveness down lane was exactly what the world needed. It’s ok, you can thank RG later!

New from 900 Global Harsh Reality Pearl

HARSH REALITY pearl

Building on the overwhelming success of the original Harsh Reality, a pearl version is a much needed addition.Storm/900 Global kept the colors intact from the Harsh Reality Solid for the fans of the series and crafted the pearlized version. This is currently the only polished/pearl asymmetric and will be the most explosive backend reaction in the 900 Global lineup.

Available July 26th

Color: Orange/Silver/Black

RESERVE BLEND 902 PEARL COVERSTOCK

The Reserve Blend 902 Cover, finished with Reacta Gloss, features a similar chemical composition as the S84 Response Cover found on the Reality. We have pushed the envelope on the microscopic pore sizes of the material though. The S84 Response also featured larger than average pore sizes, but the Reserve Blend 902 Pearl expands on that technology. Increased pore sizes mean more oil absorption, thus creating more oil displacement which equals more hook.

DISTURBANCE ASYMMETRIC A.I. CORE

The Disturbance A.I. Asymmetric Core features the same unique single density inner core as the original Reality, however the outer core is the groundbreaking A.I. Core. What does this mean? You will notice that the RG is lower, the differential is higher, and the intermediate differential is higher when compared to the original Reality. This means that you will see a similar shape as the original Reality, but with more overall performance on the heaviest patterns.

RADIUS OF GYRATION

2.48

DIFFERENTIAL

0.054

PSA

0.019

The Deep Dive Into the Business of Bowlero Corp. Every Bowler Should Read

by JEFF RICHGELS - 11thFrame.com | Posted: Saturday, June 1, 2024 3:00 pm

When Amos Barshad first called me last year, I was intrigued but didn’t get my hopes up: He didn’t know bowling but was aiming to write a deep dive into the business of Bowlero Corp.

The more we talked the more I realized that Barshad was a journalist I’d be happy to work with at my newspaper job or 11thFrame.com. He asked all the right questions to understand bowling stuff, which isn’t simple stuff for a non-bowler, and he clearly was on the right track with the overall story.

When I got the final result this week and read it I could not have been more impressed.

Barshad told me he was writing it for Lever.com, where it’s posted as Meet The New Kingpin.

But I saw many people sharing it posted at Jacobin.com where it’s under the catchier Private Equity–Backed Firm Bowlero Is Ruining Bowling.

It’s similar to the story I’ve long had designs on doing but haven’t been able to carve out the time for, with my focus more on how the company’s business impacts the sport.

Barshad included some interesting material from financial journalist Herb Greenberg and Katherine Spurlock, a Louisiana-based research analyst and former short seller. He also took a well-deserved shot at CNBC’s Jim Cramer, who has conducted multiple fawning interviews with Bowlero CEO Tom Shannon.

And — shocker! — Bowlero didn’t respond to his requests for comment.

I was happy to see that Robin Goldberg, proprietor at Madison’s Dream Lanes, did peak with Barshad and gave him the same answers he has given me.  

He used a couple of quotes from my writing and from my talking with me, including one I’ve used in varying forms over the years: “The tragedy of Bowlero is that they’re the biggest and most important company in bowling and they care nothing about the sport.” 

The context of that is nothing about the sport that doesn’t make them money, like the PBA.

I’d also add that the tragedy includes how much potential good they could do for bowling if they cared for anything beyond the bottom line.

But they don’t … which should be the point of any serious story about the business of Bowlero Corp.

Barshad nailed that.

Link to 11thFrame.com: 

https://www.11thframe.com/news/article/15219/The-deep-dive-into-the-business-of-Bowlero-Corp-every-bowler-should?filter=all