A Legacy of Lanes: The Enduring Spirit of the AMFLite League
By Matt Stevens
Tuesday nights at Zone Bowling Woodville are alive with the unmistakable symphony of bowling balls gliding down polished lanes, the crash of pins, and the buzz of camaraderie among friends. At the heart of this scene is Brian Jordan, the long-serving secretary of the AMFLite League. For more than five decades, Brian has been a cornerstone of this community—a league that transcends sport to become a legacy.
The Origins of AMFLite: A Tradition Born in 1961
The AMFLite League began in 1961 at Cross Road Bowl, founded by passionate bowlers, including Brian’s father-in-law, Jim Tonkin. A radio announcer for 5KA, Jim leveraged his connections to secure a sponsorship with Dresslier Pty Ltd, a local company producing hair products like the iconic 1808. This partnership, which began as a simple barter for advertising airtime, has endured for 63 years, making it one of the longest-standing sponsorships in Australian sport.
“We’ve been incredibly lucky with our sponsor,” says Brian. “Even today, Dresslier still provides shirts and contributes to our prize fund. They’re proud of this relationship, and so are we. They always remind us that there’s nowhere else they’ve sponsored anyone for 63 years!”
A South Australian stalwart company since 1930, Dresslier Pty Ltd are a manufacturer and distributor in Australia, with products like shampoo and conditioner that are vegan friendly. 2025 will see their 95th year of operations.
“They get nothing out of the sponsorship, but on top of other things, they sometimes give us money to take our wives and partners out to dinner, they are just really good people” explained Brian.
The iconic 1808 product is no longer, and operates under the name Davroe in today’s market, yet Dresslier continues to honour its roots with the league shirts proudly bearing the 1808 logo, a nod to their shared history.
AMFLite would like to extend their heartfelt gratitude to the sponsor, Dresslier, and its owners, Mary and John Centofani, for their unwavering support and dedication to the league over so many years.
The League
The AMFLite League conducts its league nights in the 5-person team format. The format of five people in each team is widely regarded as one of bowling’s most challenging disciplines. The format has been unchanged for over six decades.
“We currently have 14 teams of five,” Brian explains.
“We’re always full, and we’ve had to turn people away—it’s that popular. Each year we have two seasons, where in each we play for $3,000 in prize money and end with a dinner celebration where everyone comes together to honour the league’s tradition.
“1 point for a win, 3 games, nothing has changed from the word go with the same format in place for over 60 years and we always adopt common sense” added Brian.
More Than Bowling: A Strong Sense of Community
The league has travelled through several venues over the years, from Cross Road Bowl to its current home at ZB Woodville in 2013. Yet, its spirit has remained steadfast.
“Wherever we go, the sense of community and competition stays the same,” Brian shares. “It’s about keeping our tradition alive.”
The league’s social club, established in 1979, has been instrumental in fostering friendships and organising memorable events. Among the highlights was a virtual bowling competition against Cowtown Bowling Palace in Texas in 1986.
“We’ve always emphasised the social side of bowling,” Brian says. “It’s not just about the games. It’s about coming together, enjoying each other’s company, and building friendships. It’s not compulsory, but half our league is in it, and it gets people to know people a lot better.”
The Cowtown Bowling Palace event brings back some of the best memories in the sport for Brian and explained the complexities of the innovation at a time technology was only in its infancy.
“It was over the internet, they began at 9am on US Independence Day, July 1986. Texas is the same age as South Australia and that year was the sesquicentennial which was the 150th anniversary of both regions. We bowled from midnight to 8 in the morning, they bowled over there, we sent each other gifts like wine and beer to keep us going,” Brian explained.
“We had 24 teams of 5, we sold signs on the sweeps, every team was decked out in their own jerseys, it cost us nearly $10,000 at the time overall, and we did the same thing when the Olympic Games were held in Atlanta in 1996, and twice over in New Zealand as well.
“We recorded it all because there was obviously no streaming back then, we would send scores backwards and forth, we had jazz bands here, barbeques going on outside the lanes, the place was packed to come see it with 24 teams there and all their wives and families there. It was a really good time” added Brian.
Such events, including trips to Singapore, cruises, and competitions in New Zealand, underscore the league’s focus on community beyond the lanes.
Hall of Fame Recognition
The league’s impact on the South Australian bowling community earned it induction into the TenpinSA Hall of Fame a few years ago.
This honour reflects its enduring legacy, shaped by leaders like Brian, who became secretary in 1979 following the sudden passing of Ralph Whitehorn. Adding to the stability of the league, Brian is the leagues second running secretary while Jo Louend is the leagues president, and one of only five presidents since 1961.
“I’ve been here since the start,” Brian says. “It’s been an honour to see this league grow like it has over that time.”
Stories That Span Generations
One of the league’s oldest members, 94-year-old George Villaras, exemplifies its legacy.
Brian first met George in 1948, when Brian’s father bought a shop from George in Mildura. Decades later, George remained an active participant right to the end where he unfortunately passed away recently, yet a testament to the league’s lifelong friendships that are formed.
“It’s incredible how path’s cross as we met when I was 7 years old” Brian muses. “George was bowling even this year, and his presence helped remind us of the leagues deep roots and the friendships that span decades. We will dearly miss George next year and we are thinking of his family during this time”.
Challenges and Resilience
While the league has faced obstacles, from changing venue policies to adapting schedules, its resilience shines through.
“During school holidays, we turn potential disruptions into opportunities for connection,” Brian says. “We organise dinners and events that bring everyone together. We used to have the privilege like having lanes beside us free from social bowlers, but we don’t have that now and would need to pay to keep it in. We have had to adapt”.
Despite the challenges, the leagues commitment to its members has never wavered.
“We try to look after everyone from providing encouragement awards to organising social events, we want every member to feel valued and part of the community” added Brian.
The Thrill of Competition
With an average league score of 195 and multiple perfect games bowled each year, the AMFLite League is as competitive as it is social.
“One night, we had three bowlers start with ten strikes in a row at once,” Brian recalls.
“It’s moments like that which keep us coming back as the atmosphere is electric.
“One bloke in the league, Tony Cottrell, has bowled 6 x 299 games and yet to bowl a perfect 300. He has been around for many years and is proof that it’s the chase that keeps us coming back” added Brian.
Brian himself came close to perfection, with a career-high 289 game. “My chance is gone now,” he laughs, “but the chase is what keeps us all going.”
Looking to the Future
As Brian celebrated his 83rd birthday this November, his passion for the league remains unwavering.
“We’ll keep this league going as long as we can,” he says. “It’s about common sense, community, and preserving the traditions that have worked for over 60 years.”
Under Brian’s leadership and the commitment of its members, the AMFLite League continues to thrive, proving that bowling is more than a game—it’s a legacy.
“Someone’s got to do it” shared Brian with a laugh. “I love bowling and have been bowling non-stop for 63 years”.
A Legacy That Lives On
For over six decades, the AMFLite League has brought people together through shared traditions, fierce competition, and lifelong friendships. As Brian puts it, “Bowling is about more than strikes and spares. It’s about the joy of being part of something bigger than yourself.”
As long as there are lanes to bowl on, the AMFLite League will carry its legacy forward, one frame at a time.
