Brunswick and Pinnacle Partner with LifeTown to Bring Inclusive Bowling to the Neurodiverse Community

MUSKEGON, Mich., February 3, 2025 – Brunswick Bowling and Pinnacle Entertainment Group have partnered with LifeTown, a groundbreaking center dedicated to providing real-world experiences for individuals with special needs, to introduce an inclusive bowling experience tailored for the neurodiverse community.

Through this collaboration, LifeTown now features a three-lane bowling center equipped with sensory-friendly elements, including interactive projections and acoustical treatments, designed to create an engaging and comfortable environment for individuals with autism and other special needs. These features provide participants with the social and physical benefits of bowling in a setting adapted to their needs.

"Helping kids is a great cause for Brunswick," said Corey Dykstra, CEO of Brunswick Bowling. "It was really simple for us to say yes to this project. It's beautiful to see today, and it's so exciting to watch the kids interact with bowling. I think we all agree that bowling is such a wonderful sport because everyone can do it."

LifeTown, operated by Friendship Circle of New Jersey, is a 53,000-square-foot center that provides immersive real-life experiences to help individuals with special needs develop life skills in a supportive environment. The addition of bowling expands its recreational offerings, giving participants another avenue for social engagement, coordination, and fun.

"When we were introduced to LifeTown, we immediately saw the impact this center has on the community and knew we wanted to be involved," said George McAuliffe, President of Pinnacle Entertainment Group. "Our team was honored to donate our consulting services to help bring the vision for bowling to life. When I reached out to Corey Dykstra at Brunswick, he didn’t hesitate—within minutes, he committed to donating the equipment at cost, a major contribution that made this project possible. Seeing the joy and inclusivity this space now brings to families is incredibly rewarding, and we’re proud to have played a role in making it happen."

As the project took shape, David Garber, Assistant Director of Sales for Modernization at Brunswick Bowling, worked closely with the LifeTown team to ensure the equipment, design, and installation met the center’s unique needs.

"This project was about more than just installing bowling lanes—it was about creating a space where everyone feels welcome and included," said Garber. "Seeing the impact that a thoughtfully designed bowling environment can have on these families reinforces why we do what we do. Brunswick is proud to be part of something that will bring joy and connection to so many people for years to come."

The grand opening event on January 22, 2025, welcomed community leaders, industry partners, and families to celebrate the positive impact of this initiative. Special guests included Hall of Fame bowlers Parker Bohn III and Johnny Petraglia, who joined LifeTown’s adult participants for an exclusive bowling session, sharing tips and enjoying the lanes with attendees.

"You can bowl if you're two, and you can bowl if you're one hundred and two," said Parker Bohn III. "We are all built differently. We are all, more importantly, our own individual. The smiles that are going to be put on faces, they will last for a lifetime."

The LifeTown bowling project reflects a commitment to making the sport more welcoming for individuals of all abilities. Brunswick and Pinnacle are proud to support initiatives that create more inclusive environments within bowling centers.

For more information about LifeTown, visit LifeTown's website.

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About Brunswick Bowling Products

Brunswick Bowling has been a leader in the bowling industry for over 130 years, providing products, services, and expertise for the development and renovation of bowling centers and mixed-use entertainment facilities. As the only full-line supplier of bowling center equipment, supplies, and consumer bowling products, Brunswick is dedicated to growing the sport. For more information, visit brunswickbowling.com.

About Pinnacle Entertainment Group

Pinnacle Entertainment Group offers expert consulting services to the bowling and entertainment industry, specializing in business development, operations, and strategic partnerships. Visit Pinnacle's website for more details.