+ SEPTEMBER 2026

LaneTalk is a Swedish company dealing in the American sport of bowling. The consumer product is an app that automatically keeps track of your bowling scores. My usual face-to-face pitch is that you should get it if you think you’re going bowling more than one more time.

Here is a video summary:

Bowling operates in a conservative world. But even so, modern solutions are replacing old customs. The most obvious example of this is the automatic score tracker displayed on tv-screens mounted above the lanes. Lanetalk created a system that scrapes that data and delivers it to your phone.

This has made them industry leaders in bowling data.

They are the the official stats provider for the USBC (United States Bowling Congress) and the PBA (Professional Bowlers Association) who organize the biggest tournaments.

When I started working with them they had partnered with two of the biggest names in sport, Jason Belmonte and Kyle Troup, as ambassadors for the app.

I’ve been making all kinds of communication for Lanetalk ranging from B2B at bowling conventions, direct consumer information and subscription emails to banners, video and home delievered flyers. Let’s start with the concept.

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I was tasked with finding a ”claim” for the company.

Bowling is very much a game of mistakes. Throughout a full season top players keep an average score around 220 ppg, meaning they only miss a few strikes every game. Amateurs miss more, although the average score has seen a significant rise since the 90’s.

Basically; if you are a regular player, you’re likely hitting more strikes than not.

So if you’re looking to improve you must find patterns in the mistakes you make. Consistent flaws that can be adjusted. Are you struggling with certain pin leaves? Does your performance vary on different oil patterns? Et cetera.

This requires loads and loads of data, which is what Lanetalk provides.

Since this isn’t a selling text I feel safe to sound like a salesman. Working with Lanetalk made it clear that the people working there are deep into bowling. Former champions and enthusiast had created an environment where improvement was an every-day top priority. So their concept can be meticulous.

The more the better.

Put up a plaques at bowling alleys where important things have happened, buy ultra small sponsor space or highlight the detail of the game on the broadcast of major tournaments (where they’re already present with their stats presentation).

It’s a space within bowling that is up for grabs and they have the merits to claim it.

Lanetalk emphasize what others overlook.

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My favorite implementation of this is from an early pitch when we were producing an ad with Kyle Troup.

First and foremost, he is one of the best bowlers in the world. He is also somewhat of an icon with his two-handed throwing style, colorful outfits and instantly recognizable hair.

Here’s the video I put together: