Storm Nation made waves at Bowl Expo with a massive announcement that sets the stage for the future of innovation in bowling. In a special video from the Storm Products booth, Tyler Jensen, President of Storm Products, and Hank Boomershine, longtime industry leader and technical mastermind, revealed that Storm is launching a new Innovation Division backed by a bold $5 million investment. The goal? To redefine what’s possible—not just in bowling balls, but in the very technology and tools used by bowlers and coaches alike.

Jensen emphasized that this initiative reflects the company’s three core values for the year: Respect, Teamwork, and Innovation—with innovation taking center stage at this year’s booth. “It was innovation in motion,” he said. The new Innovation Division will be led by Boomershine, who will take on the title of Chief Technology Officer. Under his leadership, the team aims to break barriers and go beyond what the sport has ever seen before.

Boomershine reflected on his 25-year journey with Storm, noting how far R&D has come—from developing coverstocks and core shapes to embracing AI technologies. But now, with greater resources and vision, he says the team will be able to “step outside the box” like never before. Future developments won’t be limited to traditional bowling ball performance—they could touch all corners of Storm’s world, from technology to coaching tools.

Looking ahead, Storm also hinted at exciting upgrades coming to its Brigham City campus, including new dedicated spaces for product development and testing. Plans are in motion to create a high-tech Innovation Lab and a next-generation training and testing center. These environments will give Boomershine and his team expanded opportunities to explore new concepts and push the limits of design and performance.

The product testing process at Storm remains rigorous and thoughtful. As Boomershine explained, a single bowling ball can go through dozens—sometimes hundreds—of test cycles across various styles, surfaces, and tweaks to shape and materials. The effort is always strategic and intentional, ensuring every ball fills a unique slot in Storm’s performance matrix.

Beyond equipment, Storm also teased a revolutionary new technology aimed at coaching and elite player development—a project spearheaded by Boomershine that’s expected to launch sometime in the coming years. Though details are under wraps, Jensen called it “groundbreaking” and something that will change the way bowlers learn and train.

With Boomershine also continuing to lead engineering and quality assurance, Storm is doubling down on the consistency and excellence that have defined its products for decades. The creation of the Innovation Division is more than a new division—it’s a leap forward for the entire sport.

“We’re not just thinking about what’s next,” said Jensen. “We’re creating what’s never been done before.”