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Brunswick Corporation, formerly known as the Brunswick-Balke-Collender Company, is an American corporation that has been developing, manufacturing and marketing a wide variety of products since 1845. Today, Brunswick has more than 13,000 employees operating in 24 countries. Brunswick owns major boating brands, including Sea Ray, Boston Whaler, Bayliner, Mercury Marine, Attwood, Lund, Crestliner, Mastervolt, MotorGuide, Harris Pontoons, Freedom Boat Club, Princecraft, Heyday, Lowe, Uttern, Quicksilver and CZone, among many others. In 2021, Brunswick reported sales of US$5.8 billion. Brunswick's global headquarters is in the northern Chicago suburb of
Mettawa, Illinois Mettawa is a village in Lake County, Illinois, United States. Per the 2020 census, the population was 533. The village maintains trails for pedestrian, bicycle and equestrian usage. Five forest preserves of the Lake County Forest Preserve Dist ...
. On October 4, 2021, Brunswick Corporation announced that it has completed its acquisition of Navico, a global leader in marine electronics and sensors for $1.05 billion, adding to Brunswick the industry leading Navico brands of Lowrance, Simrad, B&G, and C-MAP.


History

Brunswick was founded by John Moses Brunswick who came to the United States from
Switzerland ). Swiss law does not designate a ''capital'' as such, but the federal parliament and government are installed in Bern, while other federal institutions, such as the federal courts, are in other cities (Bellinzona, Lausanne, Luzern, Neuchâtel ...
at the age of 15. The J. M. Brunswick Manufacturing Company opened for business on September 15, 1845, in
Cincinnati, Ohio Cincinnati ( ) is a city in the U.S. state of Ohio and the county seat of Hamilton County. Settled in 1788, the city is located at the northern side of the confluence of the Licking and Ohio rivers, the latter of which marks the state line w ...
. Originally J. M. Brunswick intended his company to be mainly in the business of making
carriage A carriage is a private four-wheeled vehicle for people and is most commonly horse-drawn. Second-hand private carriages were common public transport, the equivalent of modern cars used as taxis. Carriage suspensions are by leather strapping ...
s, but soon after opening his machine shop, he became fascinated with
billiards Cue sports are a wide variety of games of skill played with a cue, which is used to strike billiard balls and thereby cause them to move around a cloth-covered table bounded by elastic bumpers known as . There are three major subdivisions ...
and decided that making billiard tables would be more lucrative, as the better tables then in use in the United States were imported from
England England is a country that is part of the United Kingdom. It shares land borders with Wales to its west and Scotland to its north. The Irish Sea lies northwest and the Celtic Sea to the southwest. It is separated from continental Europe ...
. Brunswick billiard tables were a commercial success, and the business expanded and opened the first of what would become many branch offices in
Chicago, Illinois (''City in a Garden''); I Will , image_map = , map_caption = Interactive Map of Chicago , coordinates = , coordinates_footnotes = , subdivision_type = Country , subdivision_name ...
, in 1848. It was later renamed J. M. Brunswick & Brother by 1860, after a family member came on board, and the company's slogan at this time was: "The oldest and most extensive billiard table manufacturers in the United States". In 1874, the Brunswick company merged with competitor Great Western Billiard Manufactory owned by Julius Balke to become the J. M. Brunswick & Balke Company. It was incorporated in 1879 with a capital stock of $275,000, the same year it merged with another competitor, H. W. Collender Company of
New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...
(founded by Hugh W. Collender), to acquire Collender's patented billiard cushions. In 1884, the partners formed the Brunswick-Balke-Collender Company (or Company for short) with capital of $1.5 million. The company expanded into making a number of other products. Large ornate neo-classical style bars for saloons were a popular product.
Bowling Bowling is a target sport and recreational activity in which a player rolls a ball toward pins (in pin bowling) or another target (in target bowling). The term ''bowling'' usually refers to pin bowling (most commonly ten-pin bowling), though ...
balls, pins, and equipment led a growing line of
sport Sport pertains to any form of competitive physical activity or game that aims to use, maintain, or improve physical ability and skills while providing enjoyment to participants and, in some cases, entertainment to spectators. Sports can, ...
ing equipment. It popularized
bowling ball A bowling ball is a hard spherical ball used to knock down bowling pins in the sport of bowling. Balls used in ten-pin bowling and American nine-pin bowling traditionally have holes for two fingers and the thumb. Balls used in five-pin bowl ...
s of manufactured materials, vulcanized
rubber Rubber, also called India rubber, latex, Amazonian rubber, ''caucho'', or ''caoutchouc'', as initially produced, consists of polymers of the organic compound isoprene, with minor impurities of other organic compounds. Thailand, Malaysia, and ...
at first; earlier bowling balls had been solid
wood Wood is a porous and fibrous structural tissue found in the stems and roots of trees and other woody plants. It is an organic materiala natural composite of cellulose fibers that are strong in tension and embedded in a matrix of lignin ...
. In the early 20th century, Brunswick expanded the product line to include such diverse products as
toilet A toilet is a piece of sanitary hardware that collects human urine and feces, and sometimes toilet paper, usually for disposal. Flush toilets use water, while dry or non-flush toilets do not. They can be designed for a sitting position popu ...
seats,
automobile A car or automobile is a motor vehicle with wheels. Most definitions of ''cars'' say that they run primarily on roads, seat one to eight people, have four wheels, and mainly transport people instead of goods. The year 1886 is regarded ...
tire A tire (American English) or tyre (British English) is a ring-shaped component that surrounds a Rim (wheel), wheel's rim to transfer a vehicle's load from the axle through the wheel to the ground and to provide Traction (engineering), t ...
s, and
phonograph A phonograph, in its later forms also called a gramophone (as a trademark since 1887, as a generic name in the UK since 1910) or since the 1940s called a record player, or more recently a turntable, is a device for the mechanical and analogu ...
s. In the late 1910s, they introduced a quickly popular line of disc phonograph records, under the name
Brunswick Records Brunswick Records is an American record label founded in 1916. History From 1916 Records under the Brunswick label were first produced by the Brunswick-Balke-Collender Company, a company based in Dubuque, Iowa which had been manufacturing prod ...
. In 1930, Brunswick sold the control of the record company to
Warner Brothers Warner Bros. Entertainment Inc. (commonly known as Warner Bros. or abbreviated as WB) is an American film and entertainment studio headquartered at the Warner Bros. Studios complex in Burbank, California, and a subsidiary of Warner Bros. D ...
and came out with a line of
refrigerator A refrigerator, colloquially fridge, is a commercial and home appliance consisting of a thermally insulated compartment and a heat pump (mechanical, electronic or chemical) that transfers heat from its inside to its external environment so th ...
s. During
World War II World War II or the Second World War, often abbreviated as WWII or WW2, was a world war that lasted from 1939 to 1945. It involved the World War II by country, vast majority of the world's countries—including all of the great power ...
, Brunswick-Balke-Collender made small target-drone
aircraft An aircraft is a vehicle that is able to flight, fly by gaining support from the Atmosphere of Earth, air. It counters the force of gravity by using either Buoyancy, static lift or by using the Lift (force), dynamic lift of an airfoil, or in ...
for the U.S. military. After the war, Brunswick introduced a line of
school A school is an educational institution designed to provide learning spaces and learning environments for the teaching of students under the direction of teachers. Most countries have systems of formal education, which is sometimes co ...
furniture Furniture refers to movable objects intended to support various human activities such as seating (e.g., stools, chairs, and sofas), eating ( tables), storing items, eating and/or working with an item, and sleeping (e.g., beds and hammocks) ...
. In 1949, the Brunswick "Model A" Mechanical Pinsetter fully automated unit premiered, for the purpose of handling bowling pins for the sport of tenpins, in competition with American Machine and Foundry (AMF). Previously, Brunswick had made two models of semi-automated, manually operated "spotting tables" for the tenpin sport, that the "Model A" unit replaced. The 1950s also saw the introduction of a line of
golf Golf is a club-and-ball sport in which players use various clubs to hit balls into a series of holes on a course in as few strokes as possible. Golf, unlike most ball games, cannot and does not use a standardized playing area, and coping wi ...
ing equipment to compete with AMF in the leisure-products and sporting-goods markets. The Brunswick-Balke-Collender Company officially changed its name to the Brunswick Corporation on April 10, 1960. The following year the company reported sales of $422 million. Brunswick acquired Mercury Marine in 1961. In the 1970s, Brunswick introduced the
automatic scorer An automatic scorer is the computerized scoring system to keep track of scoring in ten-bowling. It was introduced en masse into bowling alleys in the 1970s and combined with mechanical pinsetters for detecting the pins bowled down. Automatic s ...
, which electronically tallied the score instead of the bowler doing it by hand. The Brunswick Corporation patented a machine gun using a delayed blowback operation via a fluted chamber as part of the weapon's operation. Another platform was the Rifleman's Assault Weapon, an unusual grenade launcher that used a spherical rocket propelled grenade. In the 1980s, Brunswick became a major maker of
yacht A yacht is a sailing or power vessel used for pleasure, cruising, or racing. There is no standard definition, though the term generally applies to vessels with a cabin intended for overnight use. To be termed a , as opposed to a , such a pleasu ...
s and pleasure
boat A boat is a watercraft of a large range of types and sizes, but generally smaller than a ship, which is distinguished by its larger size, shape, cargo or passenger capacity, or its ability to carry boats. Small boats are typically found on i ...
s, under brands including
Bayliner Bayliner is the world's largest manufacturer of recreational boats. Established in 1957 by Orin Edson, Bayliner currently has over 400 dealers in over 60 countries around the world. The company operates as part of the Brunswick Boat Group, a di ...
, Boston Whaler, Maxum, Sea Ray, and Trophy. During the
Gulf War The Gulf War was a 1990–1991 armed campaign waged by a 35-country military coalition in response to the Iraqi invasion of Kuwait. Spearheaded by the United States, the coalition's efforts against Iraq were carried out in two key phases: ...
, Brunswick supplied the military with
camouflage Camouflage is the use of any combination of materials, coloration, or illumination for concealment, either by making animals or objects hard to see, or by disguising them as something else. Examples include the leopard's spotted coat, the b ...
nets. They also made radomes for the Patriot missile. In 1997, Brunswick purchased the Roadmaster bicycle division, one of the last U.S. manufacturers of low-cost, mass-market bicycles. However, it became apparent that continued U.S. manufacture of such products was not viable in the presence of surging low-priced imports from overseas producers, primarily
China China, officially the People's Republic of China (PRC), is a country in East Asia. It is the world's List of countries and dependencies by population, most populous country, with a Population of China, population exceeding 1.4 billion, slig ...
. In 1999, Brunswick sold its Roadmaster bicycle division and brand to
Pacific Cycle Pacific Cycle, Inc., is an American division of Dutch conglomerate Pon Holdings that imports and distributes bicycles. It was founded in 1977 by Chris Hornung. The company pioneered the sourcing of bicycles from the Far East for distribution in ...
. In 2001, Brunswick acquired Hatteras Yachts from Genmar Industries for approximately $80 million in cash. Brunswick sold its Hatteras/Cabo brand in 2013 to Versa Capital Management.


Recent events

As of the early 21st century, the Brunswick Corporation still manufactured sporting and fitness equipment ( Life Fitness, Hammer Strength, Parabody) in addition to boats ( Sea Ray,
Bayliner Bayliner is the world's largest manufacturer of recreational boats. Established in 1957 by Orin Edson, Bayliner currently has over 400 dealers in over 60 countries around the world. The company operates as part of the Brunswick Boat Group, a di ...
, Maxum, etc.) and marine
engine An engine or motor is a machine designed to convert one or more forms of energy into mechanical energy. Available energy sources include potential energy (e.g. energy of the Earth's gravitational field as exploited in hydroelectric power ...
s under the
Mercury Marine Mercury Marine is a marine engine division of Brunswick Corporation headquartered in Fond du Lac, Wisconsin. The main product line is outboard motors. It also produces the MerCruiser line of sterndrives and inboard motors. Some manufacturi ...
brand name A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
. In 2004, Brunswick acquired Lowe Boats. The same year, the company also purchased Northstar Technologies, a leading marine electronics provider based in Acton, Massachusetts, from Canadian Marconi Corporation (now CMC Electronics, a wholly owned subsidiary of Esterline Technologies Corporation). Brunswick then merged Navman, based in Auckland, New Zealand, with Northstar to make Northstar/Navman a supplier to the Brunswick Boat Groups. Brunswick also acquired Mx-Marine. When George Buckley, CEO at the time, left to join 3M in 2006, new leadership decided to sell Northstar, Navman and Mx-Marine. Navico now owns those three brands in addition to the Eagle, Lowrance, B&G, and Simrad lines. Brunswick has established regional headquarters in
Verviers Verviers (; wa, Vervî) is a city and municipality of Wallonia located in the province of Liège, Belgium. The municipality consists of the following districts: Ensival, Heusy, Lambermont, Petit-Rechain, Stembert, and Verviers. It is also ...
, Belgium;
Monterrey Monterrey ( , ) is the capital and largest city of the northeastern state of Nuevo León, Mexico, and the third largest city in Mexico behind Guadalajara and Mexico City. Located at the foothills of the Sierra Madre Oriental, the city is ancho ...
, Mexico;
Dandenong Dandenong is a southeastern suburb of Melbourne, Victoria, Australia, about from the Melbourne CBD. It is the council seat of the City of Greater Dandenong local government area, with a recorded population of 30,127 at the . Situated mainl ...
, Australia; and
Dubai Dubai (, ; ar, wikt:دبي, دبي, translit=Dubayy, , ) is the List of cities in the United Arab Emirates#Major cities, most populous city in the United Arab Emirates (UAE) and the capital of the Emirate of Dubai, the most populated of the 7 ...
, UAE, to better serve its customers by designing, engineering, manufacturing and distributing products based on local needs, using local talent. On July 17, 2014, Brunswick announced plans to leave the bowling business by the end of 2014. The company disclosed that it had agreed to sell its bowling center business, which brought in $187 million in revenue in the prior year, to competitor Bowlmor AMF (now known as Bowlero Corporation) for $270 million. It also disclosed that it had retained Lazard to find a buyer for its bowling equipment and products business. The company said it was making these changes to focus on its “core” Marine and Fitness businesses, which provided 92% of company net revenues in 2013. It would retain its heritage billiards business and report billiards financial results as part of the Fitness segment. The sale of the bowling center business to Bowlmor AMF (Bowlero) was completed in September 2014. Brunswick completed its exit from the bowling business in May 2015 with the sale of its bowling equipment and products division to BlueArc Capital Management, a private investment firm. BlueArc completed the acquisition with investments from Gladstone Investment Corporation, and Capitala Finance Corp. BlueArc continues to produce bowling balls under the Brunswick and DV8 brand names, and on November 15, 2019, it acquired Ebonite International and all of its bowling product brands. In August 2018, Brunswick Corporation acquired Power Products - Global Marine & Mobile business, which includes the global marine, specialty vehicle, mobile, industrial power, and transportation aftermarket products businesses of Power Products, for $910 million in cash from San Francisco-based private equity firm Genstar Capital. Also in 2018, the company announced it would be separating the fitness business as Life Fitness Holdings in 2019. In May 2019, Brunswick announced the sale of
Brunswick Billiards Brunswick Bowling & Billiards was the business segment of Brunswick Corporation that historically encompassed the following three divisions: * #Billiards, Billiards was the company's original product line. The segment expanded to include other tabl ...
, Life Fitness, Cybex, Hammer Strength, Indoor Cycling Group, and SCIFIT for $490 million to KPS Capital Partners. The sale was completed in June 2019. In May 2019, Brunswick announced it would be purchasing the largest marine franchisor in the United States,
Freedom Boat Club Freedom Boat Club (FBC) is members-onlyboat club in the United States, Europe and Canada and is considered the largest marine Franchisor in the US. The company was founded in Sarasota Florida, has been in business since 1989. In 2000, FBC became a ...
. Also in 2019, Brunswick announced a new business structure, Advanced Systems Group (ASG) and named Brett Dibkey as President. ASG is composed of 11 Power Products brands combined with the Attwood Group of businesses including Attwood, Garelick, MotorGuide, and Whale - as well as NAUTIC-ON.


See also

* Brunswick-Balke Collender Cup


References


External links

* {{Authority control Companies listed on the New York Stock Exchange Manufacturing companies established in 1845 Companies based in Lake Forest, Illinois Sporting goods manufacturers of the United States Cue sports equipment manufacturers Ten-pin bowling equipment manufacturers Conglomerate companies of the United States 1845 establishments in Ohio