Switch Bowling may be a newcomer to the industry in the sense that it was established in 2005, but with a management team that has over 30 years' experience in the bowling and indoor recreation industry behind it you can be sure a solid base of expertise is being combined with youth and ingenuity.

Having secured a strategic alliance with Italian world-famous car designer Pininfarina to design all of its equipment, Switch Bowling brings a new concept to the game of bowling, based on speed, sport and style, creating a whole new exciting environment for entertainment.

The manufacturer’s engineers, which comprise five software specialists and three hardware engineers, have also come from the automotive industry and all have a background in Formula One racing working for teams such as Honda and Minardi, developing their telemetric communication systems. Their time these days is spent focussing their expertise and hi-tech knowledge on the entertainment sector, making sure Switch is at the forefront of innovation.

With the belief that the general trend in bowling is moving towards quality and leisure, Switch aims to provide just that through its products - from seating to ball racks to lanes, lighting and electronic scoring.

Having recently installed lanes in Australia, at the beginning of the year, Switch, which is headquartered in Switzerland, has moved considerably quickly and its product range can now be seen in over 30 countries, having first started selling into Italy, Russia and the Middle East, where the demand for quality entertainment has been high.

Switch also recently completed the installation of its products in the 360degree Mall in Kuwait, one of the most modern and upmarket shopping malls in the world.

Alain Winterhalter, the company’s CEO, notes how customer behaviour and demand varies depending on the market, telling InterGame: "In Russia for example, the bowling market is very sports orientated; they love competitions. Using some of the technical features offered by the Switch equipment they can not only enjoy the game but benefit from a host of statistics, comparisons and classifications.

"The Russians also enjoy partying," continued Winterhalter. "This is where the Switch style and modern looking equipment comes into play in the various VIP areas where caviar, sushi and vodka are not uncommon." These services do, however, come at a price reflecting the quality on offer to the customers.

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"In Dubai we see a lot of teenagers enjoying themselves all afternoon," continued Winterhalter, "parents book birthday parties and companies use these stylish facilities not only for an office outing but for important product launches.

"The facilities are high tech throughout featuring sparkling coloured marble tiles, with clean and crisp food and beverage presentations, stylish bowling equipment displays, billiards, amusement machines and private karaoke rooms which make for a friendly, modern and stylish environment."

To ensure it answers every time to the varying demands of the industry, Switch is constantly looking at innovative ways of improving its products and offering something new.

"Imagine being able to play bowling in real time connected online to any other Switch centre in the world and competing against someone in say Dubai, Moscow, London or Tokyo," said Winterhalter.

"We are also developing state of the art lighting features which will bring additional excitement to the game. Screens will permit visual effects, light shows, video shows, messaging and much more."

As it is for all companies involved in the family amusement sector, safety is at the top of Switch’s priority list and the manufacturer’s technicians constantly work on perfecting a secure environment for both the operators and customers.

"This is achieved through a combination of mechanical and electronic controls that allows the centre maintenance crews to work in a safe yet efficient environment," said Winterhalter.

"The safety though, is extended to the general users. Up until recently people were satisfied with applying warning labels to things - we have found that it is necessary to include absolute fool proof safety - not only for adults but also for children who do not always take the time to read a warning label."

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Following an appearance at the IMA show, in Dusseldorf, Germany, earlier in the year Switch will also be attending the DEAL show, held in Dubai, at the end of this month and then the Las Vegas Bowlexpo in June as well as some non-entertainment shows to meet with developers and architects.

For Wiinterhalter, this is an important move as "the work that needs to be accomplished in order to end up having an entertainment centre in a new urban development is an important part of our marketing effort. We try and create demand rather than just wait for customers to come up with the idea."

Looking forward, for Switch, as the amusement and bowling industry become further interlinked and important to one another, it sees itself becoming one of the leading bowling manufacturers in the industry.

"The bowling industry is very old, the parameters of the game are given and in fact quite static," said Winterhalter. "At Switch we are working towards making that static environment a fun and exciting place to be. That in turn helps the investor in combining their operational and marketing skills to turning the fun into profitability."

The Switch team works hand in hand with the investor right from the start of their conceptual idea. It works with the architects in order to advise on the various layout possibilities, with financial departments or bankers in order to work on the feasibility studies and with the engineers and contractors in order to coordinate the work.

"The after sales service plays a very important role in what we do; we ensure that our distributors have the necessary training and we have online technical back-up 24/7," continued Winterhalter. "Our equipment can be monitored and controlled with the most modern technology available and Switch clients benefit from automatic online program upgrades.

"We do not just sell equipment, we sell a business and the process brings us closer to the clients who in turn become like partners and friends."