After decades of waning consumer interest, infrastructure neglect and Chapter 11 woes, AMF bowling had rolled into hard times.
When the newly formed Bowlmor AMF took over the business in 2013, the challenge was to Bring Bowling Back. Compounding the challenge was the need to connect with a younger audience for whom bowling was not even in the consideration set. Our task was to reinvent an iconic American activity, attracting a new generation the lanes on Saturday nights. With revenue growth nearly double our target, Millennials are buying in.