Millennials seeking cool, new experiences are trying bowling – believe it or not. And that’s why Bowlmor AMF is on a roll, said the company’s CEO Tom Shannon. ‘We’ve made centers in cool, industrial chic spaces that are highly appealing to millennials,’ said Shannon. ‘The response so far has been terrific.’ Privately held Bowlmor AMF is the largest recreational bowling company in the world. The company acquired Brunswick lanes last year, going ‘all-in’ to invest in the industry and reinvent the sport by modernizing it to the times. The company’s strategy has been to convert traditional bowling centers into trendy and upscale bowling concepts that serve as entertainment destinations, especially for millennials. Shannon said each converted bowling center has shown a 100% average sales increase after becoming either a Bowlmor or Bowlero. He added that Bowlmor AMF plans to convert 80 of its traditional bowling properties to new concepts by 2020, including the brand’s first upscale conversion in New Jersey, set to open later this month. Bowlmor AMF’s full year 2015 revenue was $550 million, a 42% increase over 2014, and Shannon said he expected further double digit growth.
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