Bowling News
Bowlero Set to Rebrand as Lucky Strike Entertainment
RICHMOND, Va.–(BUSINESS WIRE)–Bowlero Corporation (NYSE: BOWL), one of the world’s leading operators of location-based entertainment, announced today it will be rebranding to Lucky Strike Entertainment, effective December 12, 2024. This change reflects the company’s evolution and commitment to offering a broader range of entertainment experiences, expanding beyond traditional bowling and positioning Lucky Strike Entertainment as a premier entertainment destination. As a part of this rebrand, Bowlero Corporation will also change its legal name to Lucky Strike Entertainment Corporation and its stock ticker symbol from NYSE: BOWL to NYSE: LUCK, further emphasizing the brand’s evolution.
“The rebrand to Lucky Strike Entertainment represents more than a name change; it’s a commitment to creating dynamic, all-encompassing entertainment experiences for a wide range of guests,” said Thomas Shannon, Founder, Chairman, and CEO of Bowlero Corp. “As Bowlero Corp. continues to expand into new entertainment verticals, we recognize the need for a brand that reflects the full scope of our offerings. This positions the company to embrace a more diverse range of experiences and firmly establishes our future, furthering our leadership in the entertainment landscape.”
Following a comprehensive rebranding initiative led by Kingsland, a New York based branding agency, the company has crafted a new and elevated brand identity that is both approachable and timeless, yet undeniably upscale. Guests can look forward to vibrant settings and enhanced food and beverage offerings, all within an immersive environment.
Key milestones in the rebrand include the transformation of over 75 Bowlero centers into Lucky Strike locations within the next two years, beginning with locations in high-profile markets such as Bowlero Chelsea Piers in Manhattan and Bowlero Tysons Corner in the DC area. This rollout will be highlighted by the debut of flagship locations, including Lucky Strike Beverly Hills in December 2024. The Beverly Hills venue will showcase upscale interiors, and premium entertainment offerings, along with exclusive food and drink menus designed to cater to families, casual visitors, and nightlife enthusiasts.
Moving beyond bowling, this rebranding positions Lucky Strike Entertainment as a versatile entertainment platform, further emphasized by recent acquisitions of water parks and family entertainment center (FEC) locations, including Raging Waves, Big Kahunas, and Boomers Parks. These additions broaden Lucky Strike Entertainment’s portfolio, allowing the brand to offer a variety of experiences across various venues.
In 1997, Thomas Shannon purchased the original Bowlmor Lanes and revolutionized the industry. His vision for upscale bowling and events turned Bowlmor into a Manhattan nightlife hotspot and catapulted it onto the national stage, resulting in new locations nationwide. Today, the company has evolved into a global media and entertainment leader and the largest owner and operator of bowling centers worldwide. With a team of over 12,000 people, more than 13,000 bowling lanes, and new entertainment properties that extend into the sports and media space with their PBA (Professional Bowlers Association) property, the company reaches over 40 million guests annually. Now, as Lucky Strike Entertainment, the company embarks on a new era of growth, reemphasizing the commitment to delivering memorable, high-quality experiences that bring people together. This rebrand signals an exciting transformation, strengthening its role as a premier destination for entertainment beyond bowling.
In closing, Thomas Shannon stated, “From the beginning, our goal was to create spaces where people could celebrate life and have unforgettable experiences. Lucky Strike Entertainment is the culmination of that vision, evolving from a single venue in Manhattan to a leading entertainment brand with a truly expansive offering.”
About Lucky Strike Entertainment
Lucky Strike Entertainment is one of the world’s premier location-based entertainment platforms. With over 360 locations across North America, Lucky Strike Entertainment provides experiential offerings in bowling, amusements, water parks, and family entertainment centers. The company also owns the Professional Bowlers Association, the major league of bowling and a growing media property that boasts millions of fans around the globe. For more information on Lucky Strike Entertainment, please visit LuckyStrikeEnt.com.
recommended bowling gear
more bowling articles you may enjoy
Brunswick Drops 5 New Bowling Balls for 2026: Complete Specs, Reviews & Comparisons
By BowlersMart Staff | Published February 16, 2026 | Updated February 19, 2026 Brunswick’s family [...]
Feb
4 New Storm Bowling Balls for Spring 2026: Full Guide
Storm Products Inc. just loaded up bowlers’ bags for the spring 2026 season. Four new [...]
Feb
SWAG Just Released 6 New Performance Bowling Balls
SWAG Bowling released six new bowling balls on February 17, 2026: the Judgement Hybrid ($184.95), [...]
Feb
16 New Bowling Balls Available in 2026
*Last Updated February 16, 2026 | Updated Monthly with New Releases Twenty-five new bowling balls [...]
2 Comments
Jan
Roto Grip Transformer Review & Analysis Guide
Discover the Roto Grip Transformer bowling ball with its revolutionary Morph-Wing Core. Learn about specs, [...]
Jan
Balls
Shoes
Bags
Accessories
Apparel
Deals
The end of traditional bowling! No more centers that cater to the enthusiasts of bowling. Goodbye league nights.
Yep. the bowlero near me is like a circus inside when there is no league bowling. What a mess. There are other houses nearby that have traditional bowling. Lucky Strike Entertainment will ruin bowling
Lucky strike was a cigarette brand. Are we encouraging smoking?
They are being it will be “smokin’ good”!
Have to wait and see!!
I bowl league at Bowlero in Visalia California and the overall bowling experience is beyond bad. Malfunctioning equipment from pin setters to scoring computers. The issues are so bad it ruins any fun you hope to have while bowling in a senior league. I want to note that the employees do the best they can with what they have been given to work with. Maybe with this brand change the operations side of some of these facilities will improve. As for me I will finish my league commitment and then move to a more bowling focused facility.
The Bowleroo in the Limerick Pa area is not being run efficiently. The place is not cleaned regularly. The air conditioning is nill to none. I bowl in a senior league on Tuesday…..the temperature has to be 80 inside. Many seniors.geel faint and sick. I bowled with friends on Saturday…. they would not turn the lights on…..just the overhead orange lights. Losing many customers and no one is recommending.
Very unhappy!!!!
I have been bowling in leagues since 1959 am a Hall of Fame member with many 300 games 7 & 800 sets while averaging well over 200 for over 30 years, I mainly bowl in senior leagues now at North Brunswick NJ , for as long as I bowled there the lane conditions, scoring, pin spots and clean approaches and bowling area were always great with plenty of qualified employees to keep things running smoothly. Then Bowlero took over and tried to make it a family fun center, but they neglected the senior bowlers while doing so, the lane conditions went to hell because they stopped oiling the lanes for the morning senior leagues, the conditions are whats left over from the day before. Prier to Bowlero taking over, the lanes were oiled after the last league of the night was finished and then again in the afternoon before the night leagues started, plus Bowlero, now Lucky X Strike has cut back their hours and staff, pay more attention to promoting games and entertainment to be more of a money maker rather than a bowling center, seniors are completely ignored and afternoon hours are being cut out . Before Bowlero took over, most of the managers actually were bowlers and bowled in a house league so they knew what the conditions were for all the bowlers now I dont even know who the manager is or ever see one in the morning. The bowling average in the morning senior leagues have dropped 20 to 30 pins and a bowler told me that when they asked why cant the seniors have fresh oil, he was told they would have to pay a lot more money for this to happen. Its getting harder to get older bowlers to bowl in senior leagues and many regular seniors are quitting because of the conditions. Senior League bowling is no longer fun..