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.