Brunswick Bowling is reportedly acquiring Classic Products Corp., one of the bowling industry’s leading distributors, according to sources.
Jeff Richgels of 11thFrame.com was the first to break the news.
Classic Products Corp. is a prominent distributor in the bowling industry, providing a wide range of equipment, accessories, and products to bowling centers, pro shops, and individual bowlers. Established in 1959, the company is well-regarded for its extensive product catalog and strong presence across the U.S.
The acquisition follows an extensive review of the U.S. distribution model to improve product availability and efficiency within the supply chain. After considering various options, Brunswick determined that acquiring an established distributor like Classic Products Corp. would provide the smoothest transition for the industry.
Classic Products Corp. will remain an independent operation under the leadership of its current owners, Mike Eid, Shawn Spade, and Jimmy Land, who will continue managing the business. Brunswick will also retain Classic’s four warehouse locations, and will open a new headquarters warehouse in Fort Wayne, with plans for a new warehouse in the Northeast. Brunswick will also retain all Classic Products employees and invest in additional resources to enhance support for the bowling community.
The acquisition will not disrupt product availability, service, or support for customers, Brunswick Bowling said. Brunswick’s product warranties and the Rewards Plus program will also remain unchanged.
Current Brunswick distributors will be able to purchase Aftermarket and Consumer products through April 30, 2025, and sell remaining inventory beyond that date.
This acquisition is part of an ongoing effort to improve efficiency and customer service.
The official letter from Corey Dykstra, CEO of Brunswick Bowling, has been shared with partners.
Dear Brunswick Bowling Products Partners:
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.
