A class-action lawsuit has been filed against Bowlero, now known as Lucky Strike Entertainment, accusing the company of a "multi-year anticompetitive scheme to consolidate bowling centers." The lawsuit, filed in Washington state federal court, alleges violations of federal antitrust law, including the Sherman Act and Clayton Act, and state consumer protection laws. Plaintiffs claim Bowlero's aggressive acquisition strategy, which saw its empire grow from six locations in 2012 to nearly 350 today, amounting to roughly 35% of US bowling revenue, has led to skyrocketing prices, reduced quality, and what they call the "veritable destruction of the decades-old pastime of bowling in America."
The lawsuit highlights several practices adopted by Bowlero post-acquisition, such as algorithmic dynamic pricing, slashing weekday hours to "fill the centers on the weekends at the highest price we can" (allegedly quoting President Lev Ekster), and pushing customers to purchase more alcohol and use the MoneyBowl gambling app. Prices at some Lucky Strike-owned alleys have reportedly tripled in recent years, with one bowler in Seattle allegedly paying $284 for two hours and another in California being quoted $400 for a family bowling session. The suit also claims Bowlero cut maintenance and used its scale to secure preferential deals with suppliers not available to competitors.
Fueled by private equity and hedge fund investments, Bowlero went public in 2021 via a special purpose acquisition company merger. The company also acquired the Professional Bowling Association, which the lawsuit claims CEO Thomas Shannon viewed as an "infomercial" to flood televised games with logos and ads. The plaintiffs are seeking damages and asking the court to unwind some of Bowlero's acquisitions, including the PBA, and to bar the company from future acquisitions in bowling and related markets. Lucky Strike Entertainment, however, asserts the lawsuit is a "meritless attempt by a startup plaintiffs’ firm to generate headlines" and states it will "defend this case vigorously and to the fullest."
