Tech millionaire Chris Peters's quixotic quest for salvation through bowling seemed
gutter-bound.
Facing a midlife crisis two years ago, the 41-year-old Mr. Peters quit a top job at
Microsoft Corp. and dedicated himself to becoming a professional bowler. He spent three
afternoons a week at a suburban Seattle bowling alley, hired a coach, splurged on the
latest gadgets and even tried to install a lane at his spacious Lake Washington home. But
his average never crept above 170, far short of the 200 minimum required for membership in
the Professional Bowlers Association.
So he began working on a new technique that could assure his participation in the pro
tour.
He wants to buy the league.
Friday, the 2,800 members of the PBA are scheduled to vote on whether to authorize
their board to negotiate the sale of the bowler-owned association to Mr. Peters and a
group of investors he heads.
There doesn't seem to be much doubt about the outcome. Mr. Peters's quest to become a
pro bowler was mentioned in this newspaper last year, and ever since, he has been hailed
as a potential savior for the whole benighted sport of bowling.
That a successful high-tech mogul could see bowling as the balm to his ennui raised
hopes that bowling might begin shedding its reputation as a shrinking preserve of
middle-aged, beer-bellied, hopelessly undigital people. (Indeed, the number of weekly
league bowlers has fallen under four million, down from a peak of more than nine million
in 1979.)
"We don't have the kind of money other sports have," says 36-year-old Parker
Bohn III, the PBA's reigning Player of the Year, who won five tournaments and $241,000 in
prize money last year. That's not bad, but nothing such as the paydays commanded by other
top athletes, like basketball's Michael Jordan or golf's Tiger Woods. As Mr. Bohn says,
"We're definitely missing a digit compared to a lot of other sports."
Mr. Peters was at the National Bowling Stadium in Reno, Nev., last weekend, schmoozing
the PBA members competing in the American Bowling Congress's Senior Masters tournament and
promising change. His strategy for bringing back the glory days -- bowling was the first
regularly televised sport and commanded high ratings through the early 1980s -- involves,
not surprisingly, the Internet. In addition to global Webcasts of tournaments, Mr. Peters
spins a vision of viewers clicking to instantly buy balls and other equipment used by
their favorite pros.
Mr. Peters's group also promises to pay off the PBA's estimated $3 million of debt and
to sweeten tournament prizes by $1 million over the next two years, according to a letter
the PBA sent to members.
That seems to have sold the bowlers. "His heart is into the sport of
bowling," Mr. Bohn said after dining with Mr. Peters in Reno. "I feel he can
only bring more of the better type of people to the table to help support the tour."
Mr. Peters himself declined to comment, citing a confidentiality agreement about the
deal. But the fact that his early foray into big-time bowling has given way to a more
businesslike Version 2.0 might have been predicted, given his history at Microsoft.
In 1995, while others at the company were still debating the Internet's importance, Mr.
Peters became the first vice president at Microsoft to build a Web site. His Bureau of
Atomic Tourism site still supplies information about destinations such as the underground
Titan missile complex near Tucson, Ariz.
Bowling held the same " '50s kitsch" appeal for him as nuclear memorabilia
did, Mr. Peters once said. But Mr. Peters, a slight man whose bald spot is beginning to
show, was a confirmed nerd from age 12 on. "I never lifted anything heavier than a
book," he said in an interview last year.
That was fine for 16 years at Microsoft, where he rose to be vice president of the
company's huge Office division. Stock options and other pay brought him tens of millions
of dollars. But as he neared his 40th birthday, he says, he was overtaken by "a very
Woody Allen-esque fear of mortality."
It was time, he knew, to bowl.
In 1998, he secured an open-ended leave of absence, started working out three days a
week, and took up bowling. He seemed sheepish about his quest back then. Bowling, he said
at the time, "is an utterly ridiculous way to waste time." And he was dismissive
of his new crowd. "You may find this hard to believe," he said, "but there
are not quite the smart, interesting people at bowling alleys that there are at
Microsoft."
He wasn't a natural-born bowler, either. "When he first walked in, he didn't have
a lot of pure ability," says Gary Larson, pro-shop manager at Sun Villa Lanes, where
Mr. Peters bowls.
But Mr. Peters persevered, and spared no expense. He uses a red Triton Heat ball with
an off-center core to get more angle on his hook, and an Indigo Quantum that rolls true
for picking up spares. The rest of his gear bag is filled with SST-5 shoes with detachable
soles to adjust the slide, a wrist brace for increased ball rotation and special tape to
line the ball's thumb hole. His plans to add a home bowling alley stalled only when he
found his building was too short to house the pin-setting machine.
He made strides. "Now he's remarkably better," Mr. Larson says. Last year, he
collected $250 for third-place in an Amateur Bowlers Tour tournament, and once bowled a
278 out of a possible 300.
But he remains many pins short of the 200 average that's the minimum for making the pro
circuit. He was also worried that the PBA, whose troubles are well-known, might not
survive long enough for him to improve enough to ever qualify. He met with PBA
commissioner Mark Gerberich at the Festival of Bowling last fall in Reno, to learn, as Mr.
Peters put it then, "more, rather than about the game of bowling, about the bowling
industry."
What he's learned is that bowling still has potential. Though fewer people are bowling
in leagues, more than 54 million people over the age of eight bowled last year, making it
the biggest participatory sport in the country, says the American Bowling Congress. And
pro bowling, which has been refurbished with gold-colored pins and screaming crowds,
commands a decent-size audience on ESPN, says Lee Berke, vice president of corporate
development for SFX Sports Group, a part of SFX Entertainment Inc., which produces the
ESPN telecasts.
"The PBA has had its ups and downs over the last few years," Mr. Berke says.
"That's why the idea of a new investor that could help you invest for the future is
so appealing."
If the members vote to move forward, the PBA and Mr. Peters could conclude a deal in as
little as a month. Bowling officials say Mr. Peters's financial involvement would give him
no special consideration as a competitor. But he might gain a few tips. Mr. Bohn says he
and Mr. Peters haven't bowled together yet, but adds, "I hope we get a chance, if for
nothing else, to help him out a little bit."