Cover Story: Switch Bowling Get Switched on
Turkish firm Switch Bowling is expanding internationally with its range of Pininfarina-designed bowling centre solutions which enable games to be incorporated in a wide range of venues and even outdoors on the beach…
success are the low maintenance costs associated with it, in particular when it comes to string machine pinsetters. Also the continuous revenue makes bowling a fruitful investment in any centre.
ased on Italian design and bringing high-end production values to its range of bowling alley products which include lanes, scoring systems, pin-setters, front-end equipment plus accessories and supplies, Switch Bowling is changing the look and feel of alleys in a number of different territories. After a three-year research and
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development effort, the Turkish bowling specialist is launching its new Switch Genie scoring system. Switch Genie uses the most up to date electronics, technology and design. Switch Genie has been adapted to perform perfectly within the requirements of today’s fast-paced consumer world.
2017 will be another big year for the
firm in Turkey with so far five signed projects for new centres in the pipeline. It is also working on doubling the size of its factory in Izmir. Switch’s R&D efforts for new state of the art products are ongoing. The firm has also recently announced the opening of a new joint venture in New Jersey to service the US market, Switch Bowling LLC, with the aim of bringing in European bowling products to the US. The firm has partnered with John Fatigati, a third generation proprietor
March 2017
with over 25 years experience in the bowling industry, who will be running the company as president of Switch Bowling. Fatigati is the proprietor of Jersey Lanes in Linden and Parkway Lanes in Elmwood Park, New Jersey, as well as being the current President of the North Jersey BPA. The company was founded in order to introduce European-designed and engineered bowling products at affordable prices to the US proprietors. It will have a supply ranging from complete new centres to modernisation, spare parts and consumables. “We will introduce new concepts suited to the North American investors,” says Fatigati. The company has noticed that in these particularly difficult and tiresome economical times of crisis, bowling has remained a strong force in the leisure industry. It says the ease and accessibility of the game for customers is among the main reasons for its continued popularity during the downturn. Bowling is a relatively low-cost outing for a family on a budget. Also, it is an event that all members of the family can enjoy together. For the owners, one of the reasons for bowling’s continued growth and
Switch is having particular success with its Pininfarina-designed original bowling material. It has sold several fully-equipped bowling centres worldwide in the last few months, many in Asia and several in the Middle East. It has also supplied more material for modernisations all around the world than ever before with clients realising that the aesthetics and modernity of the products help determine their continued success and appeal to the modern customers. Marketing director, Cynthia Winterhalter, says: “Customers today enjoy bowling because it is an affordable and enjoyable activity for all the family that brings people together outside of the hectic day-to-day stress of modern life.
“What sets Switch apart from the competition is our resilience and strength in times of economic and political crises, we have pulled through all recent events and come out stronger on the other side with a growing team of young, experienced and innovative people leading the Switch helm. Also, Switch continues to deliver the best in terms of design and aesthetics as well as technology and innovation.
“Switch believes that bowling can
continue to grow and evolve alongside modern technology. That is why Switch focuses so much of its energy on continued research and development to make all aspects of its products, but particularly the scoring software with integrated social media capabilities, stand up and compete with rival modern technologies. It’s not about competing, but integrating modern technologies into bowling, and that is Switch’s strength.”
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