Brunswick News
Brunswick Signs Agreement To Add Radical Bowling Balls
Brunswick Bowling today announced a major deal with Radical Bowling – the high-tech ball company owned by notable bowling ball innovator Phil Cardinale. The agreement will move the production of Radical bowling balls to the Brunswick manufacturing plant, and the brand will be renamed Radical Bowling Technologies. Cardinale will continue his role in the development, sales and promotion of the Radical Bowling Technologies product line.
“I’m thrilled to team up with Brunswick,” said Cardinale. “Brunswick gives us stability and first-class manufacturing for our balls, and this agreement will allow Radical to expand its reach with improved sales and distribution to pro shops and consumers around the world. In return, I bring a cult following for Radical balls – bowlers who aren’t Brunswick customers.”
Brian Graham, director of sales and marketing for Brunswick consumer products, concurred, saying, “Partnering with Phil and creating Radical Bowling Technologies is a great example of how we’re growing our overall position in the bowling consumer products business. This brand will allow us to expand our product offerings to reach a new customer that is looking for a technological edge in their bowling balls.”
Cardinale’s creativity and business instincts are certainly among the most valuable assets gained by Brunswick in the deal. He first broke into the bowling business in 1988 after throwing a perfect game with a ball that had its drilling specs reversed. He got an audience with the ball manufacturer’s owner after informing the company of the error, then helped remake the company into Track Bowling, his first bowling venture. In the 25 years since, Cardinale founded and ran several other successful bowling ball companies, building up the estimable reputation and fan-base he enjoys today. He is perhaps best known for thinking of everything. “My role, in all of my companies, has been to have the whole spectrum covered – the cores, the cover stocks and the programs (branding/packaging/marketing),” said Cardinale. “We make sure to appeal to the whole chain – the distributor, the pro shop and the consumer, so all three parties benefit from the sale. We want there to be “Wow!” in the whole program, not just in the ball.”
The Underground Bowling Association is happy to announce our partnership with Phil Cardinale and Radical Bowling. The goal of Radical Bowling is to provide unique bowling products that will enhance the scoring of bowlers of any skill level, particularly the mid- to high-average bowler. The U.B.A and Radical Bowling believe that by combining our unique brand of Bowling Entertainment with the Attitude and Superior Bowling Equipment that Radical offers we can and will become one of the major forces in the Bowling Industry.
Phil Cardinale has been a force in the bowling business, both as bowler and manufacturer, for decades. He started out as an accomplished bowler in the highly-competitive Long Island area of New York. He still competes in tournaments throughout North America. While Cardinale’s career path included employment with United Airlines and the Eaton Corp., his desire and expertise was bound to land him in bowling. That became a reality in 1988, when he founded Track Bowling of Solon, Ohio. His experience as a bowler, coupled with an extraordinary ability in product development, marketing and sales, quickly turned the Track name into one of the most recognizable brands in the industry. His “outside the box” thinking proved to the industry that “same-old, same-old” doesn’t cut it in today’s changing game. As a result, he holds several patents on bowling ball core design, including the Ceramic Core. Cardinale moved on to manage Dynothane Inc., Brigham City, Utah, in 2001. He grew the company with great success, particularly in international markets. In addition to bowling balls, he expanded the company’s product offerings by adding entry-level and high-performance bowling shoes. In 2007, Cardinale co-founded 900 Global Inc of San Antonio, Texas. After a three-year stint in charge of Sales and Marketing, Cardinale felt it was time for him to maximize his experience and expertise by developing his own company -Radical Bowling Inc. Cardinale is a 1974 graduate of Queens College, New York. He currently serves on several industry boards, including the Billiard and Bowling Institute of America, of which he is Vice President, as well as the International Bowling Pro Shop and Instructors Association Advisory Board. Cardinale was elected to the Long Island Bowling and the Nassau-Suffolk County Bowling Council Halls of Fame in 2001. He is on a short list of bowlers who have been elected to both Halls of Fame in the same year.
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