Parker takes on dual role at ASM Global

Article posted by Coliseum, March 7^th, 2025

Image: Legends and ASM Global

Brett Parker has been appointed Chief Financial Officer and Chief Operating Officer of the combined Legends and ASM Global business.

ASM Global said Parker is a seasoned executive with extensive experience in strategic finance and business operations.

He joins Legends after more than two decades as an executive leader at Lucky Strike Entertainment, where he transformed the business from a single entertainment center location into a public company with hundreds of locations across North America.

New York (US)-based Legends is the world’s pre-eminent premium live events company dedicated to delivering exceptional fan and guest experiences globally.

Legends, which acquired ASM Global last year, is partnered with many of the world’s most innovative and iconic sports, entertainment, and attractions brands and venues.

Dan Levy, CEO of Legends, said, “Brett brings exceptional experience in finance and operations, further enhancing our leadership team to deliver the best for our partners and their fans and guests. His track record in scaling businesses and driving strategic growth will be invaluable as we bring together Legends and ASM Global and expand our global impact.”

Parker arrives at Legends during a period of significant growth and opportunity following the August 2024 acquisition of ASM Global.

As the companies integrate into a single entity, Parker will oversee all financial operations and planning while playing a vital role in developing and driving company strategy to ensure long-term success.

Parker added, “I’m thrilled to join Legends at such a pivotal time in the company’s evolution. The combination of Legends and ASM Global presents an unparalleled opportunity to redefine the live experience industry, and I look forward to working with Dan and the entire team to build on the company’s momentum.”

Before joining Legends, Parker held several senior positions, including Executive Vice Chairman, President, and CFO, at Lucky Strike Entertainment, previously known as Bowlero Corp.

Over the past 24 years, he contributed to the company’s growth from one location to more than 360 venues across the U.S., Mexico, and Canada, establishing it as one of the world’s premier location-based entertainment companies.

Parker guided the business through significant acquisitions, such as AMF, Brunswick Bowling, Bowl America, and Lucky Strike Entertainment, and oversaw high-value financial transactions, including the sale of Bowlero in 2017 and its public offering in 2021.

He served as CFO from 2002 to 2023 and added the role of President from 2020 to 2023 before transitioning to Executive Vice Chairman of the Board.

A Cornell University graduate from the Dyson School of Management, Parker also acted as Chairman of the Professional Bowlers Association and was a board member of Qubica AMF.

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