The Bowler’s Edge
Owner: Wayne Lima
Location: Pawtucket
Type of Business: Retail bowling sales and supplies
Year Founded: 1993
Employees: Two
Annual Revenue: WND
Wayne Lima was bowled over to discover his academic experience did not fully prepare him for rolling out a bowling business.
Lima, who received an MBA and taught business classes full time for several years at Bryant College (where he was also the bowling coach), found his academic training did not exactly mirror real-world business experiences.
“My first year in business was more of an eye-opener than all my education put into a barrel,” said Lima. “College will try to tell you that education by itself is going to create success, there’s a lot they don’t teach you.”
Lima’s wife, Sharon, initially started the couple’s retail bowling supplies store, The Bowler’s Edge, in 1993 while Lima pulled double duty as a college professor and helped develop the bowling business. In 1995, Lima quit his professor position to focus full time on The Bowler’s Edge.
“I wanted to practice what I had always preached, which was if you can teach business, you should be able to run a business,” said Lima. “I said, ‘I do a lot of talking in the classroom, let’s see if I can do it in the real world.’”
A bowling business seemed a natural fit for the Limas since they both have a fervent interest in the sport. Lima, 50, has been bowling since he was 10 years old.
During initial market research, the Limas saw a few things in the industry they wanted to change and outlined certain criteria for their budding business. They looked at things like price and service after sale, which was evidently nonexistent at the time, said Lima. The couple also observed cliques that evolved in the sport (perhaps professional vs. novice) and if one was not in a clique, that customer did not receive proper service, he said.
Yet, most importantly, Lima sought to be a full-time independent outfit and not another part-time operation entrenched within a bowling alley. Also, he did not want to limit his product line.
The result of this planning is The Bowler’s Edge, in Pawtucket, boasts being the largest bowling supplier in New England by volume of sales and purchase of product. The business is also one of the only free-standing pro shops in the region, which “makes us pretty unique,” said Lima, a Lincoln resident.
The store’s 1,600-square-foot showroom houses rows of vibrantly colored orbs. One popular ball has the New England Patriots logo emblazoned on it. Then there was the New York Yankees fan who wanted the ball with the logo of his favorite team – without the holes.
Perhaps the most unique ball is a clear one with a bright green alien head suspended in it, the only ball of its kind. Similar balls encase large images of a white skull, grenade and a bright red rose, a limited edition prototype from the movie “Kingpin.” There’s also a limited edition Michael Jordan ball crafted to look like a basketball.
Lima carries more than 100 different models of bowling balls ranging in weight (6 to 16 pounds) and price ($79 to $200). The Bowler’s Edge also carries bowling shirts, shoes, gloves, novelties and accessories and every major and minor line of bowling gear.
“I call this a cocktail of bowling equipment,” said Lima, looking amongst his arsenal. “There isn’t anything we don’t carry. We are really a bowler’s haven.”
What also makes the Limas unique is they are certified bowling ball drillers by the American Machine and Foundry, a bowling manufacturer. Lima’s wife is one of only two women in the country certified, he said.
The Limas’ store even has a section for drilling. The process starts with customers selecting a ball that suits them. Lima then “maps” the person’s hand as if being fitted for a shoe. Fingers, curvature, palms and dexterity are measured. Thumb sizes are especially scrutinized since “there’s all kinds of thumbs,” said Lima, which they categorize as round, oval, spear, sucker, pickle or lollipop.
The ball is then balanced or unbalanced on a scale, depending on how the customer wants the ball to roll. Finally, the ball is drilled specific to the previous steps.
“Drilling a ball isn’t just putting three holes in it,” said Lima. “It’s complex, it’s a science.” Lima, who also re-plugs and sands bowling balls and boasts never having a year of non-growth, estimates he has more than 15,000 customers for whom he’s drilled, including several professionals.
Bowling enjoys an extensive demographic, said Lima, from pros to novices, young to old, a range of occupations and a balance of men to women. Lima said his male-to-female ratio is 50-50 with more growth seen in the women’s ranks. The Bowler’s Edge also attracts customers from New Hampshire to New York.
“The demographic is the biggest one could possibly hope for, there’s no dichotomy,” he said.
Bowling also saw an influx of younger players a few years ago with the advent of rock ’n’ bowl, said Lima, when the sport’s attire also enjoyed a popularity boost.
As for his future, Lima hopes to establish a Web presence soon to boost national sales. He’s also looking to expand his product line.
Lima advises any aspiring small-business person to gain real-life experience in addition to education.
“Get out and test the water,” he said. “I like what I’m doing. I loved teaching but I adore this. We’re very happy where we are.”
