Valcke Group

The world's leading brands in bowling & fitness.

Exclusive European distributor of Brunswick Bowling and Life Fitness / Hammer Strength — the market leaders in their fields. We bring the very best to entrepreneurs across Europe, and the expertise to make them succeed.

Explore our divisions → Work with us →
Who we are

We inspire the world to be healthier and to have more fun.

Valcke Group is a family-owned European distribution platform for the sports and leisure industry. From our headquarters in Wevelgem, Belgium, we combine the agility of a family business with the backing of world brands — and the operational excellence to make them succeed locally.

It started with Lucien Valcke's first bowling center in 1966; the distribution business followed in 1983 and grew into Valcke Group.

From West Flanders we run sales, logistics and after-sales for two divisions across Europe.

Valcke Bowling carries Brunswick; the fitness division carries Life Fitness / Hammer Strength and Merrithew.

Exclusive Brunswick distributor in 14 countries; exclusive Life Fitness / Hammer Strength for France, Belgium and Luxembourg.

Our vision and sign-off — global innovation, local expertise, lasting relationships.

Our divisions

Two worlds, one group.

Each division carries its own brands and its own site. Explore them below.

Valcke Bowling Experience Center
01 — Bowling

Valcke Bowling

Brunswick Bowling

The largest exclusive Brunswick distributor in Europe. We help entrepreneurs build, renovate and grow complete bowling centers across 14 countries — from full-scale investment projects to balls, bags and pro-shop supplies.

Discover our bowling division →
Life Fitness / Hammer Strength experience
02 — Fitness

Fitness

Life Fitness / Hammer Strength

Professional fitness engineered for performance. We bring the world's leading commercial equipment to clubs, hotels, sports clubs, healthcare practices and corporate spaces in France, Belgium and Luxembourg — with logistics and after-sales to match.

Discover our fitness division →
The brands we represent

We don't represent just any brands. We represent the best.

Being an exclusive distributor is a mark of trust. The world's leading manufacturers choose Valcke Group to carry their name across Europe — because quality deserves quality.

Brunswick Bowling

Brunswick Bowling

The undisputed world leader in bowling — lanes, pinsetters and scoring trusted by thousands of centers worldwide. Our exclusive partner since 1992.

Life Fitness / Hammer Strength

Life Fitness / Hammer Strength

Two legends under one roof: Life Fitness — 50+ years at the forefront of fitness in over 160 countries — and Hammer Strength, the strength brand relied on by elite athletes and professional teams. Our exclusive line for France, Belgium and Luxembourg.

Merrithew · Newest addition

The creators of STOTT PILATES® — premium reformers and mind-body equipment for studios, physiotherapy and boutique fitness. The newest brand in the Valcke portfolio.

We also work with specialist partners across scoring, payments and experience technology — Intercard, Meriq, Lexer, Bowling Media and LightUp!. See all the brands we represent →

2025 — our biggest year yet

A record year for the group.

452
Installations delivered in 2025
345
Fitness installations
107
Bowling installations
16
New Falcons joined the team
5
New territories entered
Brunswick Bowling — Distributor of the Year Life Fitness — Distributor of the Year

New in 2025: Czechia, Slovakia & Hungary for bowling; Belgium & Luxembourg for fitness.

Selected work

Where excellence is installed.

From 24-lane entertainment centers to full Hammer Strength gyms — a look at what we design, install and support across Europe.

Bowling Stones
Bowling

Bowling Stones

Waregem, Belgium
 B'Moovd
Bowling

B'Moovd

Wolfsburg, Germany
 On Air
Fitness

On Air

Plaisir, France
 Fun Planet
Bowling

Fun Planet

Rennaz, Switzerland
 Fitness Park
Fitness

Fitness Park

Créteil, France
 Metabolik
Fitness

Metabolik

Fontainebleau, France
Explore all references →
Leadership

"We represent global leading brands and technologies in the leisure industry. By adding local insight and operational excellence, we help our customers be successful."

Henri Valcke — CEO, Valcke Group

Now in its third generation, Valcke Group is led by the family that built it — from Lucien Valcke's first bowling center in 1966 to a European platform serving two industries today.

Henri Valcke, CEO of Valcke Group
Newsroom

Latest from the group.

All news →
Valcke Group becomes Merrithew distributor
2026

Valcke Group becomes Merrithew distributor

Exclusive distributor of Merrithew equipment for France, Belgium, Luxembourg and Monaco.

Read →
Exclusive Life Fitness / Hammer Strength distributor for Belgium & Luxembourg
Sept 2025

Exclusive Life Fitness / Hammer Strength distributor for Belgium & Luxembourg

From 1 January 2026, Valcke Group is the exclusive Life Fitness / Hammer Strength distributor for Belgium and Luxembourg.

Read →
Woody wins
2026

Woody wins "Best New Leisure Park"

Woody in Saint-Jean-d'Aulps takes the Best New Leisure Park title at SELI 2026 — bowling, karaoke, laser game and more in the French Alps.

Read →
Questions about our news? Contact our press contact →
Working at Valcke Group
Working at Valcke

An industry where partners become friends.

Join a warm, international family company with real freedom, real responsibility and real room to grow — across sales, technical service, logistics, digital and internal sales.

Explore careers →