Editorial bowling.
No marketing fluff.
ExpertBowler is a research-backed editorial publication for bowlers — built without affiliate-farm shortcuts, pay-to-play rankings, or fake expert claims. We curate honest content from authoritative sources, for bowlers who want straight answers — and since July 2026 we have been learning the game properly ourselves, with a coach, and writing down what it actually teaches us.
Nine years. New chapter.
ExpertBowler has covered bowling content since 2017. In 2026, the site entered a new chapter under new ownership — with a refreshed editorial mission and a higher content standard.
Original ExpertBowler
For nearly a decade, ExpertBowler covered bowling balls, gear, and technique content for readers across the US, UK, and Canada — serving bowlers searching for product information and buying guidance.
- Bowling ball reviews and gear guides
- Multi-region readership (US / UK / CA)
- Established domain authority since 2017
The new editorial mission
Under new ownership, ExpertBowler relaunched in 2026 with a sharper editorial mission: research-backed content, transparent process, and a category that's been missing from most bowling websites — tips and technique guides.
- Research-first content from authoritative sources
- Tips & technique cluster (lane reading, ball motion, spare shooting)
- Transparent editorial standards — no pay-to-play
- A first-hand beginner journey with a coach, documented on the site (since July 2026)
Meet Jeroen Kooij
Publisher & Editorial Director
Jeroen Kooij is the publisher of ExpertBowler. He's not a pro coach. He's not on the PBA tour. He's a publisher with over a decade in product marketing — including four years as account manager for LG monitors, where his job was reading between the spec sheets and filtering marketing fluff from real product value.
He bowled one competitive season himself — enough to understand the game, not enough to claim pro-level authority on technique. In July 2026 he started again from zero: real lessons with a bowling coach alongside his twin brother Remco, a hand measured at a pro shop, and a ball drilled to those numbers. That work is published as experience, never as expertise. That's by design. ExpertBowler isn't built around one person's expertise. It's built around editorial process — researching authoritative sources, comparing manufacturer specs, and writing honest reviews for the 80% of bowlers who aren't pros.
He acquired ExpertBowler in 2026 because he saw a clear gap: most bowling content online is either pay-to-play affiliate dumps or pro-tier material that doesn't match what real league bowlers actually need.
“Bowling content online is too often pay-to-play. I wanted to give bowlers what I felt was missing — honest information, written by people who actually research the equipment, with no commission-rate-driven rankings.”
The collaborators behind ExpertBowler.
Editorial direction and visual identity are shaped by two key collaborators — a strategy lead from a content agency in Romania, and a creative assistant who handles brand identity and the visuals that tell each article's story on social.
Livia Moreanu
Editorial Strategy LeadStrategy. Livia leads the editorial strategy at ExpertBowler — aligning brand positioning, content direction, and editorial standards. She's Marketing Director at Utopians, a content agency in Romania, with 8+ years in digital marketing for UK and Romanian publishers (including Charity Accounting Partners, Regreener, and ManvFat). She ensures every guide we publish stays true to the editorial mission.
Hannah
Creative Assistant · Brand & VisualsBrand & visuals. Hannah shapes ExpertBowler's visual identity — from brand consistency across the site to the visual storytelling that goes onto our TikTok, Instagram, and Facebook channels. She translates each editorial article into visuals that tell its story, making complex bowling content easier to engage with at a glance.
How content is built.
Every guide and review on ExpertBowler passes through a structured six-step editorial process before publication.
Topic Selection
Keyword research identifies what bowlers are actually searching for — not what's easiest to monetize.
Authoritative Sourcing
USBC research, manufacturer technical sheets, and Bowling This Month archives form the source base.
Community & Owner Reports
We cross-reference verified bowler reviews from forums (r/Bowling, BowlingForums) and multi-year owner reports on fit and real-world performance.
Editorial Fact-Check
Every article is reviewed against the source materials before publishing — specs, claims, and recommendations.
Source Attribution
Every guide cites its sources at the bottom. Readers can verify what we read and where it came from.
First-Hand Check
Anything we have thrown, worn, cleaned, or been measured for ourselves is marked as such — kept separate from the research so readers can tell experience from sourcing.
What we do first-hand.
Research is the base layer. Since July 2026 there is a second one: we are learning to bowl properly ourselves, with a coach, and we write down what that actually teaches us.
We are not a testing lab, and we don't pretend to have thrown every ball we write about. What we have done ourselves is labelled and dated, so you always know which part of a review is experience and which part is research.
- Coached lane sessions since July 2026. Our editor and his twin brother booked lessons with Jack Edelaar — NOC*NSF Master Coach, national coach of the Dutch youth, junior elite and women’s teams from 1986 to 2001 and of the Czech national team from 2007 to 2009 — and started from zero on timing, the release, and reading what the ball actually does down the lane. The second session was built around calling the shot out loud before throwing it: name the target boards and the plan first, throw, then score how close the result came to what was called.
- A hand measured, a ball drilled. One of us was measured at a pro shop and had a ball drilled to those numbers. Span, thumb fit, and how different a properly drilled ball feels from a house ball are things we can now describe from use instead of from a spec sheet.
- The gear we actually own. Cleaning routines, shoes, bags, and accessories we use ourselves are described from use. Everything else is manufacturer specs, USBC research, and verified owner reports — and we always say which is which.
- Labelled, never inflated. First-hand notes are published as first-hand notes. One session, on one lane condition, by two beginners, does not become a universal verdict.
Jack Edelaar
Qualified as a bowling instructor in 1984, took his B-level certification in 1986, and trained as a physical education teacher in 1987. National coach for the Dutch youth, junior elite and women’s teams from 1986 to 2001, NOC*NSF Master Coach since 2003, national coach of the Czech Republic from 2007 to 2009 and of the Dutch deaf national team from 2016 to 2018. His stated speciality is integrating mental skills into technical actions. His own site is changingexperience.nl.
“The internet is full of people who know. The moment someone says ‘you have to do it this way’, I ask straight back: why do I have to? If there’s no clear answer to that, then maybe you don’t.”
Said during a coaching session with us, August 2026. He is not paid by ExpertBowler beyond the lessons we book like any other pupil, he does not write or sign off our articles, and he read and corrected every quote of his that appears on this site before it was published. What he explains on the lane appears here as a direct quote, attributed, with a link to his own site — and anything he asked us not to publish is not here.
The full methodology — how we evaluate balls, shoes, bags, and accessories, and how our top picks are chosen — is written out on how we test and review.
What we don't do.
We believe transparency is core to trust. Here's what ExpertBowler does not currently do.
The web has enough bowling sites pretending to be expert reviewers. We'd rather say plainly what we are — and what we aren't.
- No testing lab. We don't run one, and we haven't thrown every ball we write about. Most reviews are built on manufacturer specs, USBC research, and verified owner reports. Where we have had a ball in our own hands, we say so explicitly — and where we haven't, we say that too.
- No coach on the payroll. We pay for lessons like any other beginner does. Jack Edelaar corrects us on the lane; he doesn't write, review, or sign off our articles, and no article is presented as coach-approved.
- No tournament results to point to. ExpertBowler is an editorial publication, not a competitive bowling brand or sponsored athlete platform.
- No fake expert claims. Our publisher bowled one competitive season and is now learning the game again from zero, with a coach. Our writers are content specialists, not coaches. We publish that as experience, not as expertise — and we don't pretend otherwise.
What you get instead: an editorial process built on authoritative sources and transparent attribution, plus the first-hand experience we are building session by session — labelled, dated, and never overstated. Both are set out in full on how we test and review.
Our editorial commitments.
The non-negotiables. Every article on ExpertBowler operates under these standards.
No pay-to-play rankings
We don't take payment to position any product higher in our guides — ever.
No commission-driven rankings
Affiliate links exist, but ranking is based on specs, reviews, and editorial assessment — not commission rates.
Source citation on every article
USBC, manufacturer specs, Bowling This Month, and verified community feedback — cited at the bottom of every guide.
Editorial independence
Editorial decisions are made independent of advertiser, sponsor, or affiliate-network input.
Corrections policy
If we publish an inaccuracy, we update the article and note the correction publicly.
Affiliate disclosure
We earn commission when readers purchase through some product links. This never affects our rankings or recommendations.
What we read so you don't have to.
The authoritative bowling sources that form the research base for every ExpertBowler guide.
Where ExpertBowler is heading.
A long-term editorial publishing system, built one chapter at a time.
- Editorial foundation & site relaunch
- Build out the tips & technique content cluster
- Establish core gear review database
- Document the beginner journey — coached sessions, ball fitting, first-hand gear notes
- Grow social presence (TikTok, Facebook, Instagram)
- Expand affiliate partnerships responsibly
- Editorial team expansion
- Pro shop & manufacturer partnerships
- Coach contributor network
- Digital products — training programs, gear matchers
Follow ExpertBowler.
For new gear reviews, bowling tips, and editorial updates — follow the publication on social.
Start where you need answers.
Three editorial hubs — bowling balls, gear, and pro guides. Each routes into reviews, comparisons, and practical guides for every skill level.