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3rd in a series of 4
Although Brunswick had been exploring automatic pinsetters as early as 1911, it wasn't until the 1950's that the needed technology finally became available. Spurred by word of a competitive automatic, President
B.E. ("Ted") Bensinger energized an all-out effort, to produce a superior machine in an amazingly short period of time.
1956
The first commercially installed Brunswick Automatic
Pinsetters began operating on April 10th. An immediate and astounding success, they ushered in an era of explosive growth. Bowling became a recreational craze, as it experienced a "boom" of unprecedented
proportions. The foundations for the boom had been laid from the 1930's through the 1950's, when a succession of Brunswick innovations had enabled bowling to appeal to a wider audience. New bowlers had been
attracted by the more modem centers built with Brunswick's streamlined equipment; as well as by such inviting personal gear as the brilliant red Fireball, which brought the appeals of color to bowling balls, and the
pioneering Count Imperial, which was the first to successfully introduce fashion to bowling shoes.
1958
Fueled by the Pinsetter's success, so Ted Bensinger began to develop his vision of
Brunswick as The General Motors of Sports. The first step toward that goal was the acquisition of MacGregor Sports Products, manufacturer of a broad range of sporting goods.
1959
The Company's
horizons broadened when three more acquisitions added a number of new sporting goods lines to its product portfolio. One of these acquisitions (Union Hardware) was the forerunner to today's Brunswick Golf. 1959 also
began a series of moves into health care, when a leading distributor of medical products (the A. S. Aloe Company) joined the fold.
1960
To reflect its more diversified operations, the
Brunswick-Balke Collender Company changed its name to Brunswick Corp. on April 10th. And the pace of expansion continued, with entry into boating through the acquisition of the Owens Yacht Co. and Larson Boats.
1961
Still more growth, as the Brunswick family added two important new members. The Kiekhaefer Corporation (predecessor to Mercury Marine), had been founded by the legendary Carl Kiekhaefer in
1939. Zebco, acting upon the inspiration of inventor R.D. Hull, had produced America's first spincast reels in 1949. The company's total sales peaked at $422 million - a 13-fold increase, in just seven short years!
1963
Although Brunswick's non-bowling businesses were still doing well, the bowling boom had gone bust. To contend with the resulting financial challenges, John L. ("Jack) Hanigan joined
Brunswick as its new President.
1964
Responding to the need to operate a number of financially troubled bowling centers, the Company formed the Bowling Center Operations Division (later, the
Brunswick Recreation Centers Division). By the end of 1965, the Division was operating more than 130 different centers.
1966
Jack Hanigan became Brunswick's CEO. In the ensuing decade and one
half, Brunswick evolved into a Company comprised of four distinct Business Groups: Marine Power, Recreation, Technical and Medical. The seven different medical product businesses which the Company had acquired in
prior years were coalesced in 1967, with the formation of Sherwood Medical Industries.
1972
K. Brooks Abernathy was named Company President. The successor to his former post. the Presidency of
Mercury Marine, was Jack F. Reichert, who had come to Mercury after a 14-year career in Brunswick's Bowling Division.
1976
Brooks Abernathy was elected the Company's Chairman and Chief Operating
Officer, upon retirement of Jack Hanigan. One year later, Jack Reichert became Brunswick's President and Chief Operating Officer.
1982
The 1980's takeover wave reached Brunswick on January 24th,
when Whittaker Corporation announced a surprise attack. It was clear that Whittaker's target was Sherwood Medical Industries. but after a bitter battle that ended with Sherwood's sale to another company, the
attacker was fended off. Brunswick had once again conquered a threat to its survival!
Brooks Abernathy, approaching his retirement date, stepped down in April, and was succeeded by Jack Reichert.
end of the third page.
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