Classic Products Corp. President Mike Eid told 11thFrame.com on Tuesday that Classic will “serve all of our suppliers equally” in a direct answer to the biggest question after the bowling industry’s largest distributor was bought by Brunswick Bowling.
Eid hopes companies like Storm and MOTIV continue to use Classic as a distributor.
“One aspect of our approach to the negotiations (with Brunswick) was our insistence that Classic be allowed to operate independently, with most critical and day-to-day decisions being left in the hands of Classic management,” he said. “The entire staff is being retained and I fully believe we will be allowed to do what we have done for 37 years — serve the best interests of all pro shops, centers, retailers, and manufacturers. We will strive every day to serve all of our suppliers. We will provide and sell services. We have already told our sales team as much.
“Brunswick, like all of the great manufacturers in our industry, already have their excellent sales staffs whose mission is to sell their brands. We will sell our services with impartiality. I have made or will make that promise to every supplier we serve.”
Eid added that he “would hate to have relationships I have enjoyed and valued for years turn into adversarial, competitive conflict. That is not necessary – we would not have accepted Brunswick’s offer if we were not confident the conditions would allow us to serve all of our suppliers equally.”
Eid also said he didn’t expect the deal to drive other distributors out of business because they won’t be able to sell Brunswick products anymore.
Brunswick announced the deal Monday in the following news release:
Brunswick Bowling Products announced today that it will acquire the assets of Classic Products Corp. including its four distribution warehouses, inventory, receivables, payables, and operational systems and will 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.
Brunswick, the worldwide market leader in bowling products, is based in Muskegon, Mich. The planned acquisition includes the four distribution warehouses located in Fort Wayne, Ind., Largo, Fla., Garland, Texas, and Henderson, Nev.
“Classic Products and its team of outstanding employees have a strong history with servicing the needs of bowling centers, pro shops, and retailers,” said Corey Dykstra, chief executive officer of Brunswick Bowling Products. “We look forward to driving continuous improvement and enhanced efficiency for the bowling industry while continuing the tradition of providing outstanding support for the bowling centers, pro shops, and retailers across the United States.”
Classic Products Corp. current owners 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.
“This is business as usual for Classic Products, and we are eager to continue to provide a great distribution platform for all current manufacturing partners of Classic to support the bowling centers, pro shops, and retailers across the U.S.,” Brunswick Vice President of Consumer Products Brian Graham told 11thFrame.com.
Brunswick said in its letter to partners that “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.”
Brunswick said it would be developing sales, marketing, and operational plans to improve the overall efficiency of the distribution channel for U.S. bowling centers, pro shops, and retailers.
Brunswick said Classic would “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.”
Brunswick also is planning for a new headquarters warehouse and office in Fort Wayne, and plans to add a warehouse location in the northeast U.S.
The deal will have no impact on Brunswick’s product warranties and Rewards Plus program, the company said.
Eid told 11thFrame.com that “Brunswick first approached us a couple of years ago with some less dramatic ideas on how to improve the efficiency of the supply chain. In recent months, their interest turned to actually acquiring Classic.”
He said Classic is in very good shape and financial problems are not the reason for the deal.