RICHMOND, Va. (September 28, 2006) - Ironworks, a project-based technology consulting firm, announced today it has created a new sales management system with AMF Bowling Centers Inc., the world's largest owner and operator of bowling centers. This system will provide a streamlined approach to group event business for the AMF sales team and customers.

"With bowling facilities nationwide, we needed a flexible CRM for all of our clients so that we could better manage our targeted marketing and sales initiatives," said Anne Niemiec, director of group sales at AMF Bowling Centers. "Ironworks has been excellent to work with; they are extremely knowledgeable, innovative, and provide us with timely updates on the status of their work - and they delivered the project on time and within the budget."

AMF and Ironworks have worked together since early 2003 on a variety of projects. Ironworks developed an online Lane Reservation System and creatively redesigned the AMF Web site as they implemented Interwoven TeamSite for content management in each specific bowling center. The most recent project, a Web-based event management system, allows the internal AMF team to more rapidly and accurately manage group accounts and contacts while they book large events. The AMF team has immediate access to available dates, times and lanes as well as the ability to create customer-specific quotes.

"AMF and Ironworks have done great work together," said Chris Cook, vice president of delivery at Ironworks. "The event management system allows AMF sales associates to respond quickly and efficiently to potential customers, which increases their client base while at the same time reducing costs. Bowling is the number one American participatory sport and we want to make it as easy as possible for customers to enjoy their best bowling experiences and for AMF's team members to help provide those experiences."

AMF has been a leader in the bowling industry since 1946 with the introduction of the automated pinspotter. With approximately 350 bowling centers in the United States and online retail, AMF is where everyone is bowling. In the previous year, AMF introduced a new brand of upscale centers called 300 in Atlanta, Austin, Dallas and San Jose. More 300s are planned for the coming year, including a Long Island center that will open later this month.

Ironworks is a customer-focused technology consulting firm that delivers experience and creativity for every client, on every project. The firm is large enough to have the knowledge you would expect from a behemoth consultancy but small enough to be agile, responsive and flexible. Its project teams are comprised of experts that average 10 years experience to provide clients with sound answers and solutions. Ironworks enjoys a unique corporate culture built by people who love what they do, respect the people they work with and enjoy the experience of working closely with customers to achieve measurable results.

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