Corey Dykstra of Brunswick Bowling Products

As CEO for the largest supplier of high-performance bowling equipment and supplies in the world, contributing to Michigan’s manufacturing heritage is right up Corey Dykstra’s alley.

Born in Three Rivers and raised in Walker near Grand Rapids, Corey Dykstra has always lived and worked on the west side of the state. After earning a degree in business administration and accounting at Western Michigan University, Corey began a career in public accounting back in the Grand Rapids area, where he and his wife Michele have lived and raised their five children ever since.

For the last 20 years, Corey has worked for Brunswick Bowling Products, the largest manufacturer of bowling equipment in the world. As a leader in sports and entertainment, the company has made its mark on the bowling industry right from Muskegon, where it has been since 1906. Over 100 years later, Brunswick Bowling Products continues to grow and innovate, increasing its Michigan-based workforce by over 20% since 2020 and unveiling new products.

The Michigan Economic Development Corporation (MEDC) has supported Brunswick Bowling Products’ growth over the years through its International Trade services, including trade missions and conducting in-depth market research to help them assess international opportunities and make informed market entry decisions. The MEDC has also facilitated the company’s access to export assistance grants through the former MI Project Exception Program, or MI-PEP, covering 50% of their promotional costs, and continues to support export-related services.

As the company’s president and CEO since 2017, Corey doesn’t have a lot of time to spare but splits his work life with enjoying all that West Michigan has to offer – on and off the lanes.

What is your background with Brunswick Bowling Products and what led to becoming CEO?

I began working at Brunswick Bowling in 2004 after a five-year career in public accounting at BDO, starting on the accounting/finance team. I have continued to take on more fun responsibilities at Brunswick, including my last role as CFO through 2017 and my current role as president and CEO –and, hopefully, for many years to come! When I first started with Brunswick, I had only a slight appreciation for bowling on the entertainment side, but over the years, I have come to appreciate both the fun of bowling as well as the joy it brings as a sport. I have developed a passion for both and love talking bowling with anyone and everyone.

Were you always interested in being part of the manufacturing industry?

My interest has always been in helping passionate people and businesses be successful! I would consider Brunswick so much more than manufacturing. We have nearly 900 passionate people worldwide, and activities include research and development, engineering, product development, manufacturing, sales, marketing, distribution and, of course, all the support functions that go with that: customer service, finance, human resources and general management. Having a goal of working with passionate people and helping businesses grow and be successful, Brunswick has been a perfect match – and who doesn’t love bowling?

What does it mean to be a part of this industry and economic contributor to the state?

Having spent my entire life in Michigan, I have seen firsthand the pride Michiganders take in the many products manufactured here. I see it every day when I walk through the doors at Brunswick, and I take great pride in being part of that team. It is probably most exciting to see the products we are responsible for in bowling and entertainment centers. I am lucky enough to have visited all over the world! Pride and passion show through everything we make, from bowling balls to software to the pinsetting machines – all of which bring smiles to those having great competitive fun in the sport we love!

What is Brunswick Bowling Products’ history in the Muskegon area and its impact on the community?

Brunswick has been in Muskegon, Michigan since 1906. We have been involved in designing and manufacturing everything from our current full line of bowling equipment to barbacks, military equipment, the original snowboard, and many exciting products along the way – even a record label! When you talk to people around Muskegon and tell them you work for Brunswick, everyone has a relative or someone they’re close with who worked for Brunswick at some point, and they’re always proud to tell you about it. Brunswick continues to employ over 200 people in Muskegon and supports the community in various ways – you can find our teammates anywhere from downtown Muskegon events to beaches to, of course, awesome local bowling centers.

What do you enjoy most about living and working in Michigan?

I think we would be hard-pressed to find the level of passionate people we have in this community and our business. Outside of work, our previous CEO once told me there is no better place to raise a family than Michigan and he was not from here. I now reflect on that comment and see those examples in the opportunities my wife and I have had to raise our children, from the varying seasons and different opportunities they all bring – swimming in Lake Michigan to snowboarding and sledding all over Michigan – to the strong family values. And most of all, our kids have appreciated the opportunities to compete and improve in various sports. Our family has also valued the time we spend together at our lake cottage, which is on one of the hundreds of small inland lakes in Michigan.

Bowling holds a lot of nostalgia and special memories, including time spent with family and friends. What does it mean for Brunswick to be a part of people’s lives in this way and how are you helping bring bowling into the future for other generations to enjoy?

I personally love the conversations that start with “Where do you work?” They always quickly move to “We love bowling!” or “We bowl in a league!” The topic always brings smiles, whether on an airplane flying from Michigan or jumping in an Uber in Florida. Brunswick is synonymous with bowling, and bowling is synonymous with fun! We are continually innovating new bowling balls, bags, and shoes with new designs and performance, but we also have brought some really cool technology to the market recently that changes the experience on the lanes. Our new product called Spark creates an immersive bowling experience using on-lane lighting projection mapping to create some cool games on the lane – a video game-like bowling experience that makes it fun for all levels of bowling. We have also launched a new, more social experience of bowling, which adapts the game to a shorter lane with smaller balls and smaller pins, enabling a more competitive game regardless of bowling ability. Brunswick Duckpin Social is one of the most fun games I have played in a restaurant and bar setting. My family loves it as we all compete at a similar level regardless of how good a bowler you are. We frequent Woodrows in Grand Rapids and Socibowl in Muskegon to play the game and enjoy great food, drink, and social experiences together.

Learn how the MEDC is helping companies like Brunswick Bowling Products bowl over the competition.