Escalade Inc. announced the signing of a definitive agreement to purchase the assets of the Brunswick Billiards business from Life Fitness, LLC, a portfolio company of KPS Capital Partners, LP.
Brunswick Billiards is one of the largest and oldest providers of billiards tables, game tables, and game room furniture in the United States. Escalade has participated in the billiards market since 1977.
Escalade said the acquisition of Brunswick Billiards presents a significant opportunity to expand its reach into the billiards and indoor recreation markets. Brunswick Billiards complements Escalade’s portfolio of billiards brands including Cue & Case, Lucasi, Mizerak, American Heritage, and American Legend as well as Escalade’s broader offering in the indoor recreation market including Stiga table tennis, Accudart and Unicorn darting, Atomic game tables, and Victory Tailgate licensed and customized games.
“Brunswick Billiards has been the premier billiards brand since its founding in 1845. Brunswick Billiards and Escalade share many values including quality, adaptability, and creativity that have enabled both companies to become enduring market leaders. Over the last few months, as we’ve gotten to know the Brunswick Billiards team, we have seen firsthand their passion for Brunswick Billiards products, customers, and employees. We are now poised to combine our talented teams to create a world-class business that will continue to provide great quality and value to future generations,” said Escalade’s CEO Walt Glazer.
Paul Stoneham, CEO, Life Fitness, LLC commented: “The divestiture of Brunswick Billiards allows Life Fitness, LLC to now focus on building its core commercial/professional fitness business with the sales proceeds earmarked for investment in R&D, connected fitness, and supply chain. Escalade is a natural home and owner for the Brunswick Billiards business, setting it up to thrive in the future.”
Brunswick Billiards will continue to be based in Bristol, WI and led by John Kazik, general manager, and his management team. Escalade’s purchase of the Brunswick Billiards business is subject to customary closing conditions and is expected to be completed in January 2022.
“Brunswick Billiards has been committed to connecting generations through superior craftsmanship and innovation for the last 176 years. Every day we wake up thinking about our stewardship of the Brunswick Billiards brand and keeping the quality to the level that John Moses Brunswick set when he began this company almost two centuries ago. Mr. Brunswick’s mantra of ‘if it can be built from wood, we can build it better’ still is a guiding principle,” said John Kazik.
Kazik continued, “We at Brunswick Billiards could not be more excited about what the future holds with Escalade’s support and resources. We intend to keep our staff and leverage our combined strength in the supply chain, logistics, R&D, and retail distribution. Brunswick Billiards is a perfect complement to Escalade’s robust portfolio of brands built over the last 99 years.”
Founded in 1922 and headquartered in Evansville, IN, Escalade’s brands include Bear Archery, Stiga table tennis, Accudart, Rave Sports, Victory Tailgate, Onix Pickleball, Goalrilla, Lifeline fitness products, Woodplay, and American Heritage Billiards.
Photo courtesy Brunswick Billiards