RICHMOND, VA – July 21, 2026 – Lucky Strike Entertainment (NYSE: LUCK) today announced the launch of a refreshed identity for AMF (American Machine & Foundry), one of the most iconic names in American bowling. Rooted in AMF’s rich 126 year heritage, the rebrand positions the brand for the future. This reinforces AMF’s evolution into a modern bowling destination where families and communities come together – for a birthday party, a league night, or an evening out.
Founded in 1900 as American Machine & Foundry, AMF shifted its focus to bowling in 1946 – a pivot that would change the sport forever. The company’s introduction of the automatic pinsetter mechanized what had previously been a manual process, dramatically increasing the speed, accessibility, and enjoyment of the game. In 1952, AMF opened one of its first bowling centers in Fort Lee, New Jersey, using it as a showcase for the new technology and a blueprint for modern bowling. The innovation didn’t stop there – in 1976, AMF introduced the world’s first automatic scoring system, freeing bowlers to focus on the game rather than keeping score by hand.
Over the following decades, AMF expanded nationwide and internationally, helping bowling grow from a niche pastime into becoming America’s first mass-participation and community-driven sport. Today, bowling remains one of the most participated-in sports in the United States, with nearly 70 million people bowling annually. As part of Lucky Strike Entertainment’s portfolio, AMF alone welcomes approximately 10.4 million guests each year, continuing to play a vital role in that culture, operating 80+ locations nationwide. With approximately 60 additional AMF centers planned – Lucky Strike Entertainment is guiding the brand into its next phase of unrivaled growth.
The AMF rebrand reflects Lucky Strike Entertainment’s vision to reintroduce AMF as a welcoming “house” with a refreshed identity that still honors the beloved sport. Rooted in AMF’s heritage, AMF destinations will begin to transform with bold new visuals led by Department of Branding and Design (DoBad) that lean into the brand’s ownable red, complemented by supporting tones of varsity blue, heritage white, and gold. The iconic shield logo will be updated with new lettering and bright red hues that will be reflected across digital and physical touchpoints. Consumers will be introduced to a new AMF brand platform, A Classic Since Always™, that celebrates its new, modern lanes while preserving the familiar, dependable experience guests expect. Altogether, these elements position AMF as a timeless neighborhood destination designed to be the top bowling hub in neighborhoods across the country.
“AMF has always been more than a bowling center – it’s a community institution,” said Thomas Shannon, CEO, Lucky Strike Entertainment. “This rebrand reflects our commitment to investing in that role. We’re not just updating a logo, we’re reinforcing AMF’s position as the neighborhood’s gathering place – where birthday parties, family nights, and Friday leagues have built loyalty for generations. That’s the foundation we’re building on for the future.”
Guests will begin to see the new AMF brand across digital platforms, social media, and select in-center materials, with more updates rolling out over time – including heritage walls showcasing memorabilia from AMF’s bowling legacy, plus nostalgic, varsity-inspired details like swallowtail pennants and signage. While the look evolves, Lucky Strike Entertainment remains committed to AMF’s high-quality lanes, welcoming atmosphere, and experiences that bring people together – from leagues, open play, and youth programs to family celebrations and competitive PBA Tour stops like the Tournament of Champions and AMF PBA World Championships. AMF is also a go-to for value-driven birthday parties: packages like Family Unlimited and the All Star Package make it easy to plan a stress-free, affordable celebration the whole family will enjoy.
As AMF enters its next chapter, Lucky Strike Entertainment remains focused on elevating the traditional neighborhood bowling center: rooted in heritage, shaped by the local community, and designed to create moments of connection for generations to come.
For more information on AMF and AMF locations near you, please visit AMF.com and follow AMF on Instagram, and Facebook.
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